Why Geneva Is Catching On With Gen Z

People hungry for community are flocking to Geneva, a group chat app that aims to distinguish itself in a saturated social media market by eschewing some of the usual benchmarks. Forget the follower counts or likes that typically drive the social media world; Geneva doesn’t care about these things. While this approach represents a departure from the established norm, the platform seems to be meeting a need: the response to Geneva has been enthusiastic, as evidenced by a user base that’s quadrupled since the beginning of 2022.  

So, what exactly is Geneva, and what are its prospects in a world where social audio apps like Clubhouse can enjoy precipitous climbs in popularity, only to fade out just as quickly? Read on to learn more.  

What Is Geneva? 

Launched in March 2020, Geneva is the brainchild of founder Justin Hauser, who named the app after the Geneva Conventions. Historic treaties created after WWII, the Geneva Conventions outline what humane treatment of people during wars should look like. As Hauser says, those treaties “make the world a better place,” and his goal for the Geneva app is similar. “Our mission is to build towards a better internet,” he notes, “one that helps support and foster people coming together in a safe place to have healthy conversations.” 

And unlike social audio services like Clubhouse, which created a sense of exclusivity via an invite-only model from the get-go, Geneva leans into the idea of inclusivity. Everyone is welcome. So are their interests. After logging in, users can join one of the existing “homes” on the app or create their own. The whole idea is to connect individuals and communities based on shared passions a wide range, everything from activism to queer lit. And because the model doesn’t rely on user numbers or likes as benchmarks, community trumps the social pressures endemic to these types of algorithms. Curating an online persona is not part of the equation. 

Neither is trolling. Geneva combats misinformation and bad behavior via features like “Gates,” which incorporate built-in questionnaires and so-called “House Keys” to control access to Geneva homes and manage who can or can’t invite new members, create rooms, or moderate messages. In short, everyone is welcome—so long as they comport themselves with grace. 

While the audience for Geneva is currently small, it’s deeply engaged, with users drawn by not only the promise of community but also a panoply of experiences, or rooms: chat rooms for immediate conversation; forums for announcements or longer posts meant to encourage discussion threads; broadcast rooms for live streaming videos to a large group; video rooms for face-to-face chats in a more intimate setting (up to 16 people); and audio rooms for voice-only chats. 

Why Geneva Matters 

Why does Geneva matter? According to Hauser, it’s a forum that helps digital communities organize without the social pressures mentioned above: in Hauser’s mind, gathering to discuss voting, say, or climate activism can proceed without the distraction of trying to boost Likes. Shared interests come first, whether the group attracts two people or two hundred. 

Influencers seem to agree. As Insider points out, influencers are creating homes on Geneva, and see those homes as “virtual havens for users tired of the impersonal algorithms shaping online activity.”  

How Geneva Is Catching on with Brands 

Brands are also spiking interest, though the app is currently free and does not implement paid advertising tools. Luxury jeweler Mejuri, sun care brand Supergoop, and haircare line Ceremonia are examples of brands that have created Geneva homes and rooms to initiate conversation and even offer product training and tutorials. Geneva can also act as a platform for product development.  

As noted above, big numbers aren’t the focus; it’s more about engagement. Selena Gomez’s Rare Beauty home has drawn 94 members, as compared to, say, the 3.2 million followers Gomez enjoys on Instagram. And that’s okay. Ashley Murphy, senior director of consumer marketing at Rare Beauty, notes, “We really like the features of Geneva where . . . you could have different rooms for different topics. It helps us serve our community better.”  

Early Lessons 

So, what can brands learn from Geneva?  

First and foremost, brands interested in reaching the powerful Gen Z demographic may find a profound tool in Geneva, addressing as it does the Gen Z propensity to be radically inclusive and interactive. Gen Zers like to do something—tap, click, discuss—and Geneva facilitates that need for engagement. 

And as noted above, the platform reminds us that numbers aren’t everything. In fact, less can be more. While one-on-one relationships can’t be measured in the same way that large follower numbers can, they nevertheless offer a profound connection that can pay off for businesses in the long run, whether that business is a small startup or a big outfit with myriad resources. When a consumer has a question about a product, the importance of being able to address that question in a safe, intimate setting cannot be overstated. Geneva facilitates that experience of being “heard,” and being heard breeds loyalty. 

The benefits of real connection go both ways, of course: apps like Geneva provide an opportunity for brands to really listen and learn. As Murphy from Rare Beauty puts it, “It’s all about community feeling and what can we learn from [individuals in that community]. The insights they share are so invaluable.” 

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