Gen-Z (colloquially known as the Zoomers) is a fairly new generation and is now the focus of all marketing campaigns. Brands want to talk to, appeal to, and resonate with them through strategies specially designed around them. Read on to learn how Gen-Z marketing strategies work.
It is a diverse generation that rewrites every rule and navigates through the digitalised modern world, blindfolded. They are not just tech-savvy but are also quite resourceful and open-minded, questioning the norm at every given chance.
At their peak in teenage and adulthood, when their buying power mostly explodes, understanding Gen-Z as a market is crucial for every brand wishing to thrive in the fast-evolving marketplace. Let us first understand when we say Gen-Z, whom are we referring to?
I. Who is Gen-Z?
Born between 1996 and 2010, this generation is the future, one raised by YouTube tutorials, your possible new customer base and yes, one that’ll teach you how to use that newest Instagram filter. While millennials were busy releasing themselves from the generational trauma by being super achievers in their careers, caught in a rut to prove themselves to anyone and everyone breathing around them, promising themselves to pass on only the freedom sans the meaningless race to the next generation, Gen-Z was learning the code to overthrow the Internet with endless cat memes.
Gen-Z is not afraid to hustle. They’re selling software and building apps before they even learn to drive. In this day and age, side hustling is the norm, not an exception. They are also incredibly inventive which is by their fluency in the language of user-generated content.
Gen-Z is more than just a demographic, it is the future of consumption. And why are of they significance? Head on to the next section to know.
II. Why does Gen-Z matter?
Did you know Gen-Z’s spending power is estimated to go over $450 B? That’s a lot of potential customers and also why capturing their attention is crucial.
Gen Z is a market segment that brands as a whole, cannot and should not ignore. They aren’t just a community of people who know how to put good humour to use, but a rapidly growing generation with immense buying power as statistics have shown.
The winds of consumer behaviour are indeed changing and Gen-Z stands at the helm. Brands that can adapt their sails will be the ones to reach the shores of success, and that is exactly the reason behind the interest in Gen-Z marketing strategies that work.
III. Key Characteristics of Gen-Z
(Sources: HubSpot, Lexington Law, JWT Intelligence)
1. Digital First
This is the generation that has been raised on the internet. They know digital as the only way of life. Whereas the millennials witnessed the whirlwind of social media, and technology taking over practically all parts of their lives, Genz was born into a world that was at the peak of technological advancement and innovation. They didn’t need to adopt technology; they were born with it. That’s why they are often referred to as digital natives.
2. Social and Environmental Conscious
GenZ is supremely aware of the social, economic as well and environmental responsibilities, and is keen to contribute or mobilise all efforts, however big or small, towards its betterment. This generation knows what it takes to build a sustainable future, and goes all out to support people or businesses who share their concerns.
3. Short Attention Span
Living amid a technological boom has its challenges—it implies being overloaded with information, sometimes unsolicited ones too, leading to a considerably short attention span than the previous generations. Various studies show that the average attention span of a Genz is 8 seconds or less. And that’s why, they prefer bit-sized information that is relevant, entertaining and engaging.
4. Respect for privacy and individuality
Individuality is at the Core of all pursuits for Gen Z. This is the generation that believes in self-expression and never shies away from having an opinion. For them, whatever brands or ideas align with their beliefs, comes first. Having a high sense of individuality leads to respect for privacy. Born amidst technology advancement, they know where to draw the line, when it comes to privacy.
5. Adore Authenticity and Personalisation
Authenticity attracts Genz the most. They are truth seekers, never to take any idea without searching for the truth or logic behind it. They define their path and never want to fit in with the crowd. This virtue is reflected in all areas of their lives—from the brands they associate with or communities they became a part of. They go for personalised experiences rather than material ones. For them, any purchase or consumption signifies a personalised experience that is associated with a brand, for which they are ready to pay a premium as well. This pursuit of authenticity has opened up new perspectives for brand communication.
Before we delve further into the specific marketing strategies that work for Gen-Z, let us have a quick look at some examples.
IV. Three Examples of Brands that made Gen-Z Marketing Strategies that work
One of the best examples that gets Gen-Z marketing strategies that work is Instagram. The way it has been shot to celebrate the self-expression of online creators that connect with the audience, showcasing people from diverse backgrounds, connecting over causes coming together for one common goal—”We make today”. It resonates brilliantly with the intended audience.
Diet Coke
The next up is “Drink What Your Mama Gave Ya” from Diet Coke. Mocked at by a friend in a school cafeteria over his choice of pulling out a diet coke from his bag, and the video narrating the superpowers of all moms, to be able to do anything, at all times kicking out the word ‘impossible from their vocabulary, and signing off any debate with the four killer words that only they have rightfully earned “I told you so”—with the mom swag—which can only be experienced, not described.
The ad ends with: “Everything you’re trying to do, she’s already done, did it better, and she did it with a Diet Coke in her hand.” Absolute love!
Spotify
And then, there is the ad from Spotify, depicting the daily hustle of a Gen-Z and how music keeps them balanced—in the crowded lanes of Old Delhi, or amid a fight on a heavily congested road. Switch off the cacophony around you, Switch on Spotify. And that’s how you have Gen-Z marketing strategies that work for you.
The strategies that have worked for the brands, all have some factors in common, which are discussed in the next section.
V. Gen-Z Marketing Strategies that work for creating authentic and relatable content
1. Brand personification:
Brands are no longer logos staring from behind the screens. Brands are stories that GenZ loves to hear and talk about. What does the brand stand for? Who does it associate itself with? All these matters even more today than ever. For instance, Nike has a strong brand persona as a fitness brand and all its content across various platforms is built around this. This brings us to the next point.
2. Establish an identity that they relate to:
The pursuit of truth and identity forms a core value for GenZ. Brands that align with their identity, are all for inclusivity and rights for the lesser privileged and are quick to earn their loyalty—values that differentiate them from others and make them stand out.
3. Tell a story:
Visual storytelling is all for capturing the short attention span of this group. Short-form content on various social media platforms that can incorporate bite-sized information, is what Gen Z prefers. They don’t want to buy a product but the entire experience if it aligns with their beliefs. What intrigues them, is the story behind it, what went on during its making behind-the-scenes challenges, and what did it take to overcome them.
4. Be entertaining:
While you do all this, make sure you are entertaining, and fun to watch or read. Give them something they would love to share, discuss over a chat or even have a hearty laugh about.
5. Pursue authenticity:
Gen Z craves credibility. Show them the real people behind your brand – the struggles, the celebrations, the behind-the-scenes hustle. They appreciate honesty and relatability over unrealistic portrayals.
6. Empower your audience:
It works better when real people rather than professional models advertise for the product or brand. It lends trust and genuineness to the content, and that’s why user-generated content is the go-to option for marketing for Gen-Z. User-generated content (UGC) isn’t just a trend, it’s a powerful tool. It fosters a sense of community and shows you value their voice. It makes the audience feel a part of the process.
7. Build a community:
The Internet has connected the world, but real lives have become lonely. And that’s why community building has gained significance in this decade. Brands that foster community building around them, based on common likes and dislikes, become instant favourites for this target audience.
8. Social responsibility:
It’s no longer cool to be a fence-sitter. Gen-Z, being a climate-conscious, socially responsible generation, not one to stay silent when they spot discrimination, naturally gravitates towards brands that dare to speak up on social or environmental issues. For instance, the cosmetics brand Huda Beauty’s recent stand on Palestine earned it massive support from the GenZ, as opposed to the silence of Starbucks and Zara. Having a socially responsible image may be one of the most underrated Gen-Z marketing strategies that work wonders when it comes to establishing a connection with the intended audience.
Conclusion
GenZ sees consumption as a manifestation of their beliefs, expression of their identity and ethical concerns. Products or brands are no longer seen as possessions—they are an extension of their idea of ‘self’. They are also quick to spot if a brand is putting on a façade or is genuine enough to believe in the messaging it is trying to communicate. This is more interesting than challenging. Brands and products that will be able to rethink and attune their strategies to this changing landscape will strike gold. Perhaps this implies a certain level of self-discovery for the brands too.
After all, who knew when Rumi said, “What you seek is seeking you” would apply to Marketing too.