Brands are making celebs stakeholders to appeal to Gen Z. Charli XCX just became a brand ambassador and shareholder of Nothing, a British tech hardware brand focused on Gen Z consumers. The campaign is timed with her new single—which is prepping listeners for what they hope will be another Brat moment—but announcing her deeper partnership is layering on to their goal of authenticity. This obviously isn’t the first brand to take this approach, but it is indicating a quickly growing trend of financial partnerships being proof of a celeb’s recommendation. After all, YPulse knows Gen Z is distrustful of influencers who do too many ads, watering down their endorsements to payouts. Nothing is looking to cement their identity as part of pop culture, not just tech, by embracing youth aesthetics like Charli’s. And they’re hoping they can connect with the gen enough to challenge Apple in wearables. (Vogue Business, Inc.)
👀 Read more from YPulse: Gen Z’s Top 10 Most Authentic Brands
