Reid Litman Of Ogilvy On Gen Z Marketing, Trust, And The Evolution Of Creator Brands
Reid Litman is the Global Consulting Director at Ogilvy. He’s also one of the smartest people I know when it comes to understanding Gen Z. Not just what they’re doing, but why.
We met through a group called Exposure Therapy. It’s basically a support group for brand strategists, consumer insights nerds, and trend forecasters. Naturally, we hit it off.
In this episode of Above the Fold, we went deep on the future of branding. From how Gen Z thinks about trust to the realities of building a creator-led product, this is one of those convos that might leave you rethinking your whole brand strategy.
Authenticity Doesn't Hit Like It Used To
Authenticity used to feel like a bold move. Now it's just something brands say when they don't know what else to say.
Reid brought up a great point. In a world where we can't even agree on what's real, how can "being authentic" mean anything? Whether it's deepfakes or influencer makeup routines, the lines between real and performed are completely blurred.
The truth is, Gen Z doesn’t care if your campaign is polished or DIY. They care if you follow through. If you're doing what you say you're doing for the people you claim to care about. That’s the new version of “authentic.”
Why Trust Is Visual
One of the most interesting things Reid said was about trust being tied to visual cues. If a model in your ad has three fingers, it’s not just a weird AI mistake. It’s a trust issue.
We’re in a moment where brands want to move fast and cheap, but Gen Z notices everything. If you’re using tools like AI to speed things up, you still need a human eye on the final product. They will call you out if something feels off.
I even test my own writing through AI detection tools. Not because I use them to write, but because people assume you are. And I’d rather not give anyone a reason to second-guess my work.
Creator Brands Are Getting Smarter
We talked a lot about Unwell, the hydration brand Alex Cooper launched in partnership with Nestlé. It’s a great example of what happens when a creator gets a seat at the table from the beginning. She didn’t just slap her name on something. She helped build it.
This is the future. It’s not just creators asking for support. It’s also big corporations realizing they need creators to stay relevant.
But that only works when there’s a solid foundation. Going from launch to retail without a real feedback loop is risky. I’ve seen it firsthand. When we launched Feastables, we started with DTC. Once we hit retail, we lost a lot of that direct insight. And without that, it's harder to know what your customers actually want.
Unwell launched in Target from day one, and I’m curious to see how they keep up momentum when the launch hype dies down. Driving retail velocity takes more than a good product. It takes sustained attention, real feedback loops, and serious marketing muscle.
Nostalgia Is The New Edge
We also got into the power of retro. Zines. Physical books. Member perks that feel like birthday surprises. Gen Z might live online, but they’re craving analog moments.
I’ve been obsessed with A24’s membership program for a while. Five dollars a month gets you a zine in the mail, occasional early screenings, and access to their close friends list on Instagram. It was simple, thoughtful, and felt like a community. More brands should be taking notes.
Real loyalty today is about more than points and perks. It’s about giving people something that feels personal, surprising, and worth talking about.
From YouTube To TikTok To Retail Shelves
We covered a lot in this episode. YouTube is becoming TV. TikTok is replacing Google as the go-to search engine. How Rare Beauty and Rhode are setting the new standard for community-driven beauty. And why creator brands that start in retail need a completely different playbook than the ones that grow online first.
The media landscape is shifting fast. And if you’re still trying to track engagement through traditional channels, you’re probably missing the real signals.
This wasn’t a scripted chat. It was two strategists talking shop, comparing notes, and asking better questions about where branding is headed.
Reid and I will be teaming up on some newsletters to keep going on these topics. Think generational behavior, creator economies, loyalty that actually works, and the next wave of consumer brands.
Until then, follow Reid on LinkedIn or Instagram at @reidjlitman.
And if you’ve got thoughts on trust, TikTok SEO, or why creator snacks are taking over Walmart, I’m always down to talk.
Your CPG/DTC bestie,
Jess
