by Okay, so you want to reach Gen Z, huh?
Good luck with that!
These kids are like aliens from a planet where Wi-Fi is oxygen. So, forget everything you know about traditional marketing – this is a whole new ball game.
Let’s break it down. Source
Gen Z didn’t grow up with dial-up internet and cheesy commercials. They were born with a smartphone in their hand and an Instagram algorithm in their DNA. They’re smart, skeptical, and they value authenticity more than the Kardashians.
Gen Z, born between 1997 and 2012, is a rapidly growing demographic with significant spending power. With a median age of 18 and a collective income of $360 billion, understanding their needs is crucial for businesses. However, a generational gap exists between this young consumer base and the older generation of marketing executives.
Let’s understand what Gen Z Values: Source
Like mentioned earlier,
Authenticity,
Inclusivity, and
Purpose
is what GenZ values the most!
This generation is highly informed, digitally native, and expects transparency from businesses. They appreciate brands that empower individuals, celebrate diversity, sustainability and contribute positively to the world.
How to market to GenZs? Source
When it comes to marketing actual goods and services, it’s critical to keep in mind how much Gen-Z values community and connection on the internet. Because of this, user-generated content that provides product reviews and instructions for using it does incredibly well.
They are the INFLUENCER GENERATION!
They want to see people and brands they follow using these products before they move ahead to buy them. A recent Prosper Insights & Analytics survey revealed that 58% of Gen-Z when buying clothes prefer labels that are familiar to them. 51 per cent of Gen Zs believe social media influencers create new trends versus 36 percent of millennials. Yes, you read that right!
Besides that GenZs not only consume content but also engage with it which helps brands build their social presence while also understanding their audience preferences that GenZ provides by Liking, Commenting, Sharing the content. And with this segmented data in hand, it helps brands to create highly targeted and personalized campaigns that cater to this digital-first generation.
Gen Z is reshaping consumer behavior at an unprecedented pace. Fueled by social media platforms, trends spread rapidly, what was yearly seen on TV & concerts are now available everywhere giving birth to trends on which 13% of GenZs are always on their toes.
However, they heavily rely on algorithms to curate their digital experiences. While 45% of GenZs are more open in their algorithmic discoveries , 39% of them also feel more constrained by algorithmic limitations. Although, 50% GenZ agree that their algorithm knows their tastes and interests better than their parents do.
In Spite of being digital-first generation, physical experiences remain crucial to them as they believe in authenticity the MOST. 74% of Gen Z prioritizes in-store experiences over online ones, emphasizing the importance of physical touchpoints in the consumer journey. This digital gen has changed how businesses work. Stores are becoming more like media companies, and media companies are becoming more like stores. A good example is Half Magic, a makeup brand linked to the TV show Euphoria.
This trend reflects the reality that Gen Z consumers seek seamless experiences across both digital and physical realms.
Connection & Loyalty:
54% of GenZs feel a strong connection to brands that foster a sense of community. This aligns with the fact that 84% are more likely to buy from brands they perceive as “cool,” emphasizing the importance of brand universe-building. While traditional loyalty metrics focus on repeat purchases, Gen Z demands a more reciprocal relationship.
Despite being the loneliest generation, YES! According to the Cigna US Loneliness Index, and experiencing high anxiety levels which is 29% according to GWI (Global Wellness Institute), GenZ finds solace in the connections brands offer.
In essence, GenZ is redefining brand loyalty. It’s no longer just about the product; it’s about the experience, the community, and the shared values.
In short,
the chemical X to connect with Gen Z, brands need to create a sense of belonging. It’s about inviting them into a world that resonates with their values and interests, offering a variety of ways to engage and interact.
