Blog Post | Dec 05, 2023
Reaching Gen Z
The Generation Z (Gen Z) demographic requires authenticity, diversity and inclusivity from brands; they are values-driven and seek genuine interactions and transparency.
Today’s marketing is about much more than selling products. It is now essential to understand and sell brand stories and connect with customers on an emotional level. The most powerful demographic is now Generation Z (Gen Z), the generation born between the mid-‘90s and the mid-2000s. This diverse and digitally native generation is turning marketing on its head and has become the most significant demographic with considerable buying power and a very distinct profile.
Gen Z Profile:
Tired of the sanitized perfection of social media, this generation is looking for more from brands. As those who will influence advertising and sales for decades to come, they want authenticity and transparency in all their interactions and are on high alert for fake or inauthentic actions.
And when Gen Z doesn’t see themselves or their peers represented by the brands they use, they can make or break a brand’s reputation. To ensure that your brand is ready for this shift, here are five tips for marketing to Gen Z.
Build Digital Communities
Gen Z-ers want to belong to a larger community and brands can cultivate this by creating opportunities for consumers to share user-generated content, to enhance app interactivity and by creating online spaces to share photos and stories and ask questions. Communities like these give Gen Z–who can often feel disconnected from others—a sense of belonging.
Be Real with Customers
Given this generation’s commitment to transparency and authenticity, it’s unsurprising that they want to ensure a brand’s values align with their own and seek opportunities to feel that they are getting to know the humans behind the company logo. They will engage with companies that care about and stand up for the issues that matter to them, especially on topics such as inclusivity, diversity and equality.
Create Platform Specific Content
While at times content from one platform can be shared across channels or re-edited for use on another platform, this generation wants to see that time was put into creating content specifically for each channel. Content should speak to the audience’s pain points and communicate an emotional impact in a relatable way. Brands should curate all content with the audience, style, language and communication intent of each platform in mind.
Build Trust with Influencers
Gen Z looks to those they trust when making decisions, including the social media influencers they follow. 24% of Gen Z women say that influencers introduce them to new products and help them determine what to buy. Brands should consider an influencer marketing strategy that lets them collaborate with influencers, capitalizing on their brand authenticity and language. “Gen Z hear[s] about brands they trust from people they trust,” says the Hootsuite blog.
Be Entertaining
Boring content never made a sale. With an average eight-second attention span, Gen Z likes to have their attention grabbed and held by interesting or unique content. They choose which influencers to follow based on the ways their content is shared, how personal it feels and whether it is funny, educational or emotionally impactful. Engaging content keeps Gen Z engaging with brands.
Conclusion
Gen Z has become a significant force in the market, shaping trends and influencing how consumers shop and purchase products and services. Likeable brands that take the time to understand and support their values and preferences and to meaningfully engage with them will reap the rewards of working with a demographic that controls significant wealth.
Gen Z Profile:
- $140+ billion in U.S. buying power
- Active social media users
- The first true digitally native generation
- Value authenticity, diversity, inclusivity
- Prefer engaging, shareable content
Tired of the sanitized perfection of social media, this generation is looking for more from brands. As those who will influence advertising and sales for decades to come, they want authenticity and transparency in all their interactions and are on high alert for fake or inauthentic actions.
And when Gen Z doesn’t see themselves or their peers represented by the brands they use, they can make or break a brand’s reputation. To ensure that your brand is ready for this shift, here are five tips for marketing to Gen Z.
Build Digital Communities
Gen Z-ers want to belong to a larger community and brands can cultivate this by creating opportunities for consumers to share user-generated content, to enhance app interactivity and by creating online spaces to share photos and stories and ask questions. Communities like these give Gen Z–who can often feel disconnected from others—a sense of belonging.
Be Real with Customers
Given this generation’s commitment to transparency and authenticity, it’s unsurprising that they want to ensure a brand’s values align with their own and seek opportunities to feel that they are getting to know the humans behind the company logo. They will engage with companies that care about and stand up for the issues that matter to them, especially on topics such as inclusivity, diversity and equality.
Create Platform Specific Content
While at times content from one platform can be shared across channels or re-edited for use on another platform, this generation wants to see that time was put into creating content specifically for each channel. Content should speak to the audience’s pain points and communicate an emotional impact in a relatable way. Brands should curate all content with the audience, style, language and communication intent of each platform in mind.
Build Trust with Influencers
Gen Z looks to those they trust when making decisions, including the social media influencers they follow. 24% of Gen Z women say that influencers introduce them to new products and help them determine what to buy. Brands should consider an influencer marketing strategy that lets them collaborate with influencers, capitalizing on their brand authenticity and language. “Gen Z hear[s] about brands they trust from people they trust,” says the Hootsuite blog.
Be Entertaining
Boring content never made a sale. With an average eight-second attention span, Gen Z likes to have their attention grabbed and held by interesting or unique content. They choose which influencers to follow based on the ways their content is shared, how personal it feels and whether it is funny, educational or emotionally impactful. Engaging content keeps Gen Z engaging with brands.
Conclusion
Gen Z has become a significant force in the market, shaping trends and influencing how consumers shop and purchase products and services. Likeable brands that take the time to understand and support their values and preferences and to meaningfully engage with them will reap the rewards of working with a demographic that controls significant wealth.