Gen Zers have grown up with the internet, so they’re not only comfortable with technology, but they also expect Gen Z brands to be interactive and engaging. In this blog post, we’ll take a look at what Gen Zers want from brands and discuss some ways that brands can appeal to this growing demographic. Keep reading to learn more!
Defining Gen Z
Gen Z is the group of people born between 1997 and 2012. They’ve been shaped by 9/11, social media, and a recession. They’re global citizens who are comfortable with change. Gen Z is entrepreneurial and they value creativity. They’re passionate about social causes and they want to make an impact. Gen Z is the most diverse generation ever and they’re redefining what it means to be a family. Gen Z is the future.
If you market to everyone, you market to no one. The same is true of generations. It’s tempting to think of Gen Z as a marketing monolith, but the reality is that this generation is highly diverse, with a wide range of needs and wants. In order to effectively reach Gen Z, brands need to take the time to understand the unique sub-groups within this generation.
There are a few things that all Gen Zers have in common, of course. This generation is the first to be truly digital natives, growing up with smartphones and social media. They’re also a highly connected generation, thanks to their use of technology. And, perhaps most importantly, they’re a highly skeptical generation that values honesty and authenticity.
The bottom line is that brands need to think beyond the Generation Z label if they want to reach this elusive demographic. By understanding the unique sub-groups within Gen Z and tailoring their marketing efforts accordingly, they’ll be able to better connect with this diverse and dynamic generation.
The Traits of Gen Z
There are a lot of articles out there about what makes Gen Z different from other generations. They’re digital natives! They’re more diverse! They have shorter attention spans! But what does that actually mean for brands that want to reach them?
Here are a few key traits of Gen Z that marketers should keep in mind:
- They’re constantly connected. Gen Z is the first generation to grow up with the internet as a given, which means they’re always connected and always on the go. This hyper-connectedness has made them impatient and accustomed to getting what they want, when they want it.
- They’re visually oriented. Thanks to social media, Gen Z is used to consuming content in short, visual snippets. This means that brands need to be able to tell their story quickly and efficiently through visuals like images, videos, and infographics.
- They’re skeptical of traditional advertising. Because they’ve grown up bombarded with marketing messages, Gen Z is naturally skeptical of traditional advertising methods like television commercials and print ads. Instead, they’re more likely to respond to authentic, relatable content that feels genuine and personal.
- They value experiences over stuff. Unlike previous generations, Gen Z isn’t as interested in acquiring material possessions. Instead, they prefer to spend their money on experiences like travel and concerts. For brands, this means creating experiential marketing campaigns that offer Gen Zers something memorable and valuable.
- They’re passionate about social causes. Gen Z is the most socially conscious generation yet, and they care deeply about the world around them. Brands that align themselves with social causes can tap into this passion and create a deeper connection with Gen Zers.
By understanding these key traits of Gen Z, brands can better connect with this powerful new generation of consumers.
What Do They Value in a Brand
If you’re marketing to Gen Z, you need to know what they value in a brand. Contrary to popular belief, they’re not all about social media and selfies. In fact, they’re a very mission-driven generation. They care about brands that are authentic and transparent. They want to know that the brands they’re supporting share their values.
And they’re willing to put their money where their mouth is – 76% of Gen Z say they would pay more for a product if it came from a sustainable brand. So, if you want to appeal to this generation, make sure your brand is purpose-driven and focused on making a positive impact on the world.
How to Connect with Them
The secret to connecting with Gen Z is simple: give them something to believe in. This generation has been raised on a diet of marketing and advertising, so they are naturally skeptical of brands and companies. In order to capture their attention, you need to create a brand that stands for something more than just selling products or services. What values does your company represent? What difference do you want to make in the world? If you can answer these questions, then you will be well on your way to creating a brand that resonates with Gen Z.
Of course, it’s not enough to simply have a good message. You also need to deliver it in the right way. Gen Z is infamous for having short attention spans, so you need to make sure that your marketing and advertising are concise and to the point. Traditional forms of advertising such as television commercials are unlikely to capture their attention; instead, focus on digital channels such as social media and online video. These are platforms where Gen Z spends the majority of their time, so you need to meet them where they are.
Creating a connection with Gen Z may seem like a daunting task, but it’s actually quite simple: just be authentic and stay true to your values. If you can do that, then you’ll be well on your way to building a brand that this generation will love.
Examples of Gen Z Brands
The marketing industrial complex has been telling us for a generation that the key to selling more stuff is to become a brand. And so we’ve seen an explosion of brands, some of them quite successful. But what exactly is a brand? A brand is a promise. It’s a story we tell ourselves about what we can expect from a product or a company. And it’s often an emotional story, not a logical one.
When we choose one pair of sneakers over another, or one phone over another, we’re usually not doing it because of a sensible analysis of the features. We’re doing it because of the story the brand tells us about who we are and who we want to be. So what’s the story behind some of the most successful brands catering to Gen Z?
1. VSCO
They didn’t start out as a camera app, they started out as a way for teenage girls to edit their photos to look like they were taken with an expensive film camera. But the app became much more than that. It became a community, a way for girls to connect with each other and share their art. And as the community grew, so did the app’s features, turning it into something much more than just a photo editor.
2. Supreme
They started out as a skateboard shop in New York City, but they quickly became much more than that. They built a cult following among young people who wanted to be part of something exclusive and cool. And they did it by carefully controlling their supply and relentlessly marketing to their target audience. As Supreme grew, they expanded into other areas, like clothing and accessories, always staying true to their roots as a skateboard brand.
These are just two examples of Gen Z brands that have found success by telling a compelling story and creating a community around their products.
Tips for Marketing to Gen Z
Whether you’re marketing to Gen Z or any other generation, you need to understand what motivates them. And that starts with understanding their values and priorities.
For Gen Z, family is incredibly important. They’re also deeply committed to their friends and community. They’re striving for a sense of belonging and acceptance. And they want to make a difference in the world.
They’re also a highly skeptical bunch. They’ve grown up in a world of constant change and upheaval, and they don’t necessarily trust traditional institutions like government, media, and corporations. So if you’re marketing to Gen Z, it’s important to be authentic, transparent, and honest. Don’t try to sell them something they don’t need or want. Instead, focus on providing value and creating experiences that are memorable and shareable.
Finally, remember that Gen Z is the most diverse generation ever. They’re more racially and ethnically diverse than any previous generation, and they’re also more open-minded and tolerant of difference. So when you’re marketing to Gen Z, make sure your messages are inclusive and represent the world they live in.
Conclusion
Gen Z is a unique generation, and as brands, we need to understand what makes them tick in order to connect with them. They are the first generation to be raised in a world of constant technological connection, so they value authenticity and transparency more than anything else. They also have very strong opinions about the brands they like (and don’t like), and aren’t afraid to share their thoughts online.
If you want to reach Gen Z, it’s important to be authentic, transparent, and responsive to feedback. Make sure your branding resonates with this demographic, and you’ll be well on your way!
FAQs
What are some examples of Gen Z brands?
Some examples of Gen Z brands include Nike, Apple, and Amazon. These brands have been able to connect with Gen Z consumers by focusing on the things that matter to them, such as innovation, quality, and convenience.
What traits define Gen Z?
There are a few key traits that define Gen Z, including their focus on individuality and self-expression, their preference for digital media, and their entrepreneurial spirit.
How can I connect with Gen Z consumers?
There are a few things you can do to connect with Gen Z consumers, including focusing on digital marketing, creating content that resonates with them, and offering unique experiences.
What do Gen Z consumers value in a brand?
Gen Z consumers tend to value brands that are authentic, transparent, and responsive to their needs. They also appreciate brands that offer unique experiences and that are willing to innovate.
What are some challenges when marketing to Gen Z?
Some of the challenges when marketing to Gen Z include their short attention span, their preference for word-of-mouth recommendations, and their distrust of traditional advertising. However, these challenges can be overcome by focusing on creating quality content and using influencers to reach this demographic.
