A generation typified by its refusal to fall for modern marketing fads and misguided attempts at advertising, Gen Z continues to stir and reshape industries with its demands for change.
The world of sales and promotion has largely kept up with the times: retailers have moved to online stores, or faced steep competition, and new entrants have quickly filled the need for faster, more seamless purchasing experiences.
But with the rising tides of a new generation come fiercer demands for more personalised, digital-friendly and “crowd-vouched” customer interactions, along with the social networks to quickly make or break a brand’s popularity.
In this article we consider what makes Gen Z different in their consuming approach, current marketing and branding strategies targeted at the generation, and what the future may hold for those looking to better understand the changes in expectations.
Written by: Andrew Mazalkov
WHAT MAKES GEN Z DIFFERENT
Digital Natives
Gen Z has grown up in a world where digital technology is simply a fact of life. These true digital natives navigate the online world with ease, integrating it seamlessly into their daily routines. The stats speak for themselves:
94% of Gen Z will stream video in 2023, with YouTube and Netflix as their top free and paid platforms
It takes just 1.3 seconds for Gen Z to lose active attention for ads - less time than any other age group
61% of Gen Z have positive attitudes toward AI-generated social media content
For brands hoping to capture Gen Z's attention, the message is clear: keep it engaging, keep it fast, and most importantly, keep it digital.
Focus on Personality and Independence of Thought
Authenticity and transparency are non-negotiable for Gen Z. They've got no time for generic corporate spiels. As Megan Brophy, VP Marketing at Abercrombie & Fitch, notes, Gen Z "wants realness". The brand now collaborates with influencers who genuinely wear their clothes, keeping things relatable.
This generation celebrates individuality and isn't shy about voicing their opinions. Over half would bid farewell to a brand that doesn't align with their values. Companies need to do more than just talk the talk when it comes to the issues that matter to Gen Z.
Ethical Consumers with Real Budgets
Gen Z undoubtedly cares about social and environmental causes. 53% want brands to support mental health, while 47% prioritise equity and sustainability. However, while they're principled, they're also practical.
As one Gen Z panellist put it: "We have to care [about sustainability]... But when it comes to a budget... we don't have the [same financial means] that some of the other generations have." Brands must strike a balance between purpose and price to win over this cohort.
In a nutshell, Gen Z is a multifaceted, value-driven generation that won't hesitate to scroll past insincere marketing attempts. Brands that keep it authentic, agile, and attuned to Gen Z's values will be the ones that make a lasting impression.
MARKETING AND BRANDING STRATEGIES FOR GEN Z
The Pitfalls of Pandering
In their eagerness to connect with Gen Z, some brands have resorted to heavy-handed tactics that miss the mark entirely. Cringeworthy attempts at using Gen Z slang or jumping on the latest social media bandwagon can come across as inauthentic and condescending.
As members of the Forbes Coaches Council point out, "Any forced efforts that go overboard to please will most certainly backfire". Brands need to focus on genuine engagement and understanding their audience, rather than superficial attempts to fit in.
Successful Social Media Strategies
For brands that get it right, social media can be a powerful tool for reaching Gen Z. Visual platforms like Instagram and TikTok are particularly popular, with 45% of Gen Z citing them as influential in their purchasing decisions.
Short-form video content that incorporates music, visual effects, and an entertaining, interactive element has proven successful with this demographic. Brands are also finding success by partnering with influencers who authentically use and endorse their products.
Personalisation and Interactive Experiences
Gen Z values personalised experiences that cater to their individual preferences. Brands can leverage data and technology to deliver targeted recommendations and campaigns that resonate with this cohort.
Engaging Gen Z through interactive content like polls, contests, and user-generated campaigns not only grabs their attention but also fosters a sense of community and involvement with the brand. Co-creation initiatives that allow Gen Z to contribute ideas and shape the direction of the company can build lasting loyalty.
The key takeaway? Marketing to Gen Z requires a thoughtful, multi-pronged approach. Brands need to prioritise authenticity, harness the power of social media, and create personalised, interactive experiences that align with Gen Z's values. Those that strike the right balance will earn the trust and business of this influential generation.
THE FUTURE OF GEN Z CONSUMERISM
Evolving Digital Landscapes
As technology continues to advance at a rapid pace, Gen Z's digital world will only become more immersive and integrated. New platforms and technologies that cater specifically to this generation's preferences are likely to emerge, further blurring the lines between online and offline experiences.
Brands will need to stay agile and adapt to these evolving digital landscapes, focusing on delivering seamless, omnichannel experiences that meet Gen Z wherever they are. This could involve investing in emerging technologies like virtual or augmented reality to create engaging, interactive brand experiences.
Heightened Expectations for Brands
Gen Z's demands for authenticity, transparency, and purpose-driven initiatives are only set to intensify in the coming years. As this generation gains more purchasing power, they will increasingly expect brands to take stands on social and political issues, back up their claims with real action, and continuously innovate to stay relevant.
Brands that fail to meet these heightened expectations risk losing the loyalty and trust of Gen Z consumers. Those that succeed will need to prioritise genuine, two-way communication, co-creation opportunities, and tangible commitments to the causes Gen Z cares about most.
Long-Term Impact on Consumer Behaviour
As Gen Z matures and their influence grows, their unique values and preferences are poised to reshape consumer behaviour on a broader scale. From their embrace of diverse identities to their pragmatic approach to spending, the traits that define Gen Z are likely to permeate other generations and societal norms over time.
Brands that successfully adapt to Gen Z's needs now will be well-positioned to thrive in the future consumer landscape. This means embedding Gen Z's core characteristics - like authenticity, individuality, and social consciousness - into every aspect of the brand experience.
The rise of Gen Z presents both challenges and opportunities for brands across industries. By understanding this generation's distinctive attributes, harnessing the power of digital, and staying true to their values, forward-thinking companies can cultivate lasting relationships with this influential cohort. The brands that get it right won't just win over Gen Z - they'll help shape the future of consumerism as we know it.
The ascent of Generation Z marks a pivotal shift in the consumer landscape. As this tech-savvy, pragmatic, and socially conscious cohort comes of age, their distinctive values and behaviours are redefining the rules of engagement for brands across industries.
To win the hearts and minds of Gen Z, companies must embrace authenticity, agility, and a genuine commitment to the causes that matter most to this generation. From harnessing the power of social media and personalised experiences to adapting to evolving digital landscapes, the brands that succeed will be those that stay attuned to Gen Z's unique needs and expectations.
But the impact of Gen Z extends far beyond the realm of marketing strategies. As this generation's influence grows, their core characteristics are poised to reshape consumer behaviour on a broader scale, permeating other generations and societal norms.
In many ways, Gen Z represents the future of consumerism itself. Brands that take the time to understand and adapt to this generation's distinctive attributes will not only cultivate lasting relationships with a powerful consumer base - they'll position themselves at the forefront of a new era in consumer culture.
The rise of Gen Z is not just a challenge to be navigated - it's an opportunity to innovate, to evolve, and to shape the future of business and society as a whole. The brands that embrace this opportunity with authenticity, agility, and purpose will be the ones that thrive in the years to come. The future is Gen Z - and it's already here.
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