You are not doing anything wrong if you are using a USB 3.0 or 3.1 (camera end) to USB-C (computer end) hub. Some hubs require that you flip the USB-C end to get it to recognize the camera. Something that is like this:
https://www.amazon.com/gp/product/B08X4LHP1B
You cannot just use a USB-C cable from the camera to your MacBook since ZWO does not support Thunderbolt.
If you are already using a hub...
The ZWO cameras have faulty USB design (not sufficient design margins; they should check with a real electrical engineer). And when coupled with the cheap USB cables that comes in the ZWO boxes, will often result in no USB connection at all.
ZWO will eventually answer you and tell you to try different cables to try to "tune" a cable to work with your camera's margins. What they should have done is to design a proper USB interface, so that it can take different cables. When have you bought a USB drive and have to keep swapping cables to get it to work?
Instead of wasting your time swapping cables, just ask your dealer to replace it with a different one since it is not your fault. Let the dealer deal with ZWO's RMA process, which is another waste of your time. Don't do the job of ZWO's QA when they are not paying you to swap cables.
Chen