As someone who’s grown up surrounded by the culture of Instagram and TikTok, I’ve seen just how powerful, and sometimes harmful, these platforms can be. They’re not just places to be entertained; they’re spaces where identity is formed, confidence is tested, and self-worth can rise or fall with a double tap. That’s why businesses today need to be incredibly thoughtful about how they show up on these platforms. Gen Z doesn’t just consume content, we absorb it. And that means the stakes are high when brands enter our digital world.
What makes it tricky is that the same platforms used to connect can also create anxiety, especially around body image, self-esteem, and the pressure to fit a certain ideal. That’s something I’ve experienced personally and professionally, and it’s what led me to explore the topic more deeply in my dissertation. I looked at how TikTok and Instagram shape Gen Z’s self-perception using psychological frameworks like Social Comparison Theory and the Looking-Glass Self. Through surveys and qualitative interviews with other Gen Z users, I found that over 80% regularly compare themselves to others online—most often on Instagram, where influencer culture and polished aesthetics make that comparison more intense.
The emotional impact of this isn’t something brands can afford to overlook. A large number of participants in my study talked about low self-confidence, anxiety, and the subtle but constant pressure to present a filtered version of themselves. Even though many were aware of these negative effects, only a few actively took steps to protect their mental well-being. That gap between awareness and action is where brands have real responsibility.
“What makes it tricky is that the same platforms used to connect can also create anxiety, especially around body image, self-esteem, and the pressure to fit a certain ideal. “
Importantly, this responsibility doesn’t just fall on B2C brands. B2B businesses must also be acutely aware of the emotional dynamics of these platforms, even if they aren’t fully active on them yet. As TikTok and Instagram continue to evolve into primary channels of communication, especially for younger professionals and decision-makers, B2B brands will inevitably need to meet their audiences where they are. Gen Z is entering the workforce with expectations of authenticity, transparency, and emotional intelligence from the brands they engage with, whether as consumers or as business clients
So when businesses use TikTok or Instagram to reach Gen Z, it’s not just about creating trendy content or chasing views. It’s about understanding the emotional landscape your audience lives in every day. Messaging that lacks authenticity, reinforces unrealistic beauty standards, or ignores mental health risks can do real harm. On the other hand, content that promotes inclusivity, diversity, and self-acceptance can build deeper, lasting trust.
For me, this research wasn’t just an academic project, it shaped how I see the role of public relations. PR isn’t just about getting attention; it’s about communicating with empathy, integrity, and purpose. By combining psychological insight with hands-on digital research, I’ve built a toolkit for audience engagement that’s grounded in real human experience. And I’m committed to carrying that mindset into every campaign I work on.
In a world where likes and shares can influence self-worth, brands have a choice: add to the pressure or help lift it. I believe that PR should not just be about visibility—it should be about responsibility. And I’m excited to bring that mindset into my future roles in the industry
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