Effective Brand Strategies for Marketing to Gen Z
Businesses are constantly exploring the best ways to reach their audiences and in 2024 you simply can’t neglect a strategy for marketing to Gen Z.
Gen Z’s economic influence is growing day by day. Young students and professionals have around $360 billion in disposable income, making them a crucial market segment. However, understanding how to engage Gen Z poses challenges due to their unique spending habits compared to previous generations.
It’s key to understand who Gen Z are and what they care about. They are currently the second-youngest generation, sandwiched between Millennials and Generation Alpha, and born between 1996 and 2012. Like every generation, Gen Z’s behaviours are shaped by the times they grew up in. The digital era, climate concerns, evolving financial landscapes and the impacts of COVID-19 have shaped their identity. They are also “digital natives” – the first generation to grow up with the internet as part of their daily lives. The generation spans a wide range: the oldest have jobs and mortgages, while the youngest are still preteens.
Globally, Gen Z is growing fast: expected to account for 27% of the workforce by the end of next year. This presents a promising opportunity for brands and agencies. If they can connect with Gen Z authentically, they can build lasting relationships. However, it also presents unique challenges: how do they reach Gen Z audiences? Where do they spend their time? What content resonates with them? How can products or services be positioned to capture their attention and loyalty?
Content Strategies for Success
The first thing brands should realise is the shift in content consumption. There have been significant changes in how Gen Z consumes content and spends time online. While traditional marketing methods like billboards and TV ads still have some impact, platforms such as TikTok, Instagram and YouTube Shorts are now the go-to for this generation. To stay relevant and reach Gen Z, brands need to be innovative in their approach.
There are two key considerations for brands and agencies. Firstly, and most importantly, the content needs to be engaging. It’s crucial to create content that quickly grabs their attention and keeps them engaged.
Once you have got their attention, it’s important to back up what is being said because Gen Zs highly value social proof. They actively seek genuine reviews and endorsements from their peers. When considering products or services, they often turn to platforms like TikTok for insights, preferring first-hand reviews and demonstrations from users around the globe rather than anonymous reviews on platforms like Trustpilot and Google. These personal perspectives play a significant role in guiding their purchasing decisions.
The main point brands and agencies need to take away is that to effectively engage with Gen Z, they must understand that traditional methods may not resonate as strongly with this audience. Brands must be agile. Flexibility and innovation are key when creating messaging and content for modern audiences.
The Power of Celebrity Endorsements
Gen Z doesn’t just value the perspectives of their peers but also the opinions of influencers and celebrities.
For brands, partnering with celebrity endorsers presents a strategic opportunity. Gen Z’s trust in these influencers stems from years of engaging with their content, making them reliable sources of recommendation. When brands align with a celebrity ambassador, they tap into this existing trust and credibility.
The impact of celebrity endorsements goes beyond immediate sales. By associating with popular figures, brands position themselves as relevant and culturally connected, fostering long-term loyalty. Understanding and leveraging the influence of celebrities is a crucial strategy for brands looking to connect with Gen Z in today’s digital landscape.
Expectations from Brands
Gen Z holds brands to higher standards compared to previous generations. Gone are the days when Millennials, Boomers and Gen X simply accepted information from faceless brands without much scrutiny. Gen Z, generally speaking, is more educated, racially and ethnically diverse, and tends to have a more progressive mindset. This is reflected in their buying habits and interactions with brands. Approximately three-quarters of Gen Z prefer companies that address social issues, share informative content or promote social change through their advertisements.
When a brand decides to take a stand on issues like sustainability, LGBTQ rights, DEI or others, it must fully commit. Any insincerity or lack of authenticity will be quickly noticed by Gen Z. This generation grew up in the digital age, and they won’t tolerate brands that merely pay lip service to social causes. According to Forrester data, nearly a third of Gen Z people say they will unfollow, hide or block brands on social media at least weekly if they perceive them as disingenuous.
Brands need to take these causes seriously. By championing relevant social issues, brands can effectively connect with Gen Z, driving sales and fostering long-lasting relationships while making a positive social impact.
As Gen Z becomes increasingly influential, it’s essential for brands to stay adaptable, understanding and aware of social issues to remain competitive. By embracing authenticity and connecting with Gen Z’s values, businesses can build strong relationships, boost sales and contribute positively to society. This approach will likely bring many benefits as Gen Z’s influence and economic impact only continues to grow.
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