Ever come across content that looks simple—just casual talk—but somehow hits you deeply? 

That’s the kind of communication style Gen Z resonates with today. It feels natural, but behind the scenes, it’s often backed up by well-thought-out strategies. As consultants at ID COMM, we see this as part of a broader shift in how digital content is consumed. The kind of content Gen Z prefers is no longer flashy, gimmicky, or overly scripted. 

Gen Z gravitates toward content that feels relatable, authentic, and emotionally engaging. The language used is often casual—not because it’s careless, but because that’s how they feel most connected. They respond better to communication that’s relaxed and honest, rather than preachy or overly polished. 

This is heavily influenced by the collective experience of audiences—including Gen Z—who came of age during the pandemic. The way people consume and respond to content has drastically changed. Gen Z’s preferences, values, and perspectives on information have become more critical and intuitive. They can sense when content is genuinely crafted versus when it’s merely trying to go viral. In fact, according to NielsenIQ, Gen Z prioritizes authenticity, social responsibility, and sustainability—qualities that form the basis of trust in a brand. 

From our perspective as consultants, there’s another layer that often goes unnoticed. Even when content appears “natural” or “low effort,” behind it lies a complex communication strategy. 

We often liken it to the “no makeup” makeup look—it seems effortless, but every detail is intentional. That’s the real challenge for communication consultants: creating content that looks simple yet requires substantial effort to design with precision. 

• You need to know which channel is the right one. 

• You need to understand their language and visual logic. 

• You need to master the right timing and context-specific narrative. 

• You need to deliver messages that don’t sound preachy—but still hit the mark. 

In essence, just because Gen Z loves content that feels real and casual doesn’t mean we can be careless. On the contrary, consultants need to be even more sensitive, more creative, and more strategic in aligning audience mindsets with brand or issue objectives. Much like the “no makeup” look—it’s not about hiding but about revealing the best version of something in a subtle and authentic way. 

This insight was also part of a recent discussion in Think Tank Muda, an internal ID COMM forum exploring communication trends from the perspective of young professionals. There, we observed how the “simple” style preferred by Gen Z actually demands careful planning and execution. 

So next time you come across content that feels effortless, don’t be fooled—it might be the result of countless hours behind the scenes, making sure every message lands perfectly, without seeming like it tried too hard. 

 

Writer: Anindya Pramaditta, Associate ID COMM
Editor: Dewi Bastina, Senior Account Manager ID COMM.