Gen Z is changing the game for CPG brands. This generation does not just consume products. They engage with brands through a lens of identity, value alignment, and emotional relevance. One of the biggest shifts? Mental health and emotional wellness have moved to the center of their expectations.
Brands that want to win with Gen Z need to understand what this audience really values — and how to reflect those priorities through product development, storytelling, and community building.
At Come Sell or High Water, we guide early-stage and growth-phase brands to better connect with emotionally-driven consumers. Here is how to rethink your CPG strategy through the lens of emotional health.
Gen Z Wants to Feel Seen and Understood
According to Kearney, Gen Z ranks emotional well-being as one of their top concerns. They want brands that recognize the pressures they face — from burnout to anxiety — and create products that feel like support, not just consumption.
For CPG brands, that means moving past generic wellness language. Think about the specific emotions your product is designed to complement. Are you helping your customer feel grounded? Energized? Focused? Calm?
This generation looks for intention behind the formulation. When messaging aligns with how a consumer wants to feel, it becomes part of their self-care toolkit.
Marketing Must Reflect Mindset, Not Just Product Benefits
Today’s consumers do not just buy ingredients. They buy into messages. They want to know why your brand exists, who you support, and what values you bring to the shelf.
Mintel reports that consumers respond positively to campaigns that acknowledge mental health directly — not through polished perfection, but through authenticity. Think: language that is empathetic, visuals that show real users, and campaigns that are community-driven.
Your brand voice should feel like a friend, not a billboard. And your presence should foster belonging, not just brand awareness.
Design for Emotional Rituals, Not Just Usage
Many of the most successful Gen Z-focused CPG brands are not just selling products. They are selling habits. A sparkling drink that marks the start of a break. A morning tincture that replaces caffeine. A nighttime snack that signals downtime.
Our Process helps brands identify these emotional entry points and build products that seamlessly fit into them. The result is stronger consumer connection and a deeper sense of purpose behind each purchase.
By thinking beyond the label and into the daily life of your customer, you create something more than a transaction. You build emotional utility.
Support Emotional Needs Without Making Claims You Cannot Defend
Mental health is sensitive territory. Brands must approach it with care and integrity. Be honest about what your product can and cannot do. Avoid exaggerated claims. Focus on how your product fits within a broader routine or mindset, rather than promising emotional transformation.
This is where our Unit Economics Tool becomes useful. It allows you to balance meaningful brand storytelling with margin strategy and scale readiness. Emotional connection is powerful — but it also has to be profitable.
Final Thought
Gen Z is not asking for perfection. They are asking for honesty, intention, and emotional relevance. If your brand can meet them with clarity, care, and real value, the opportunity is enormous.
Want to rethink your messaging or develop a wellness-forward product line that speaks directly to the next generation of consumers? Contact our team. We will help you design a brand experience that resonates — and endures.