What Does Your Brand Need to Do to Attract Generation Z Consumers?

What Does Your Brand Need to Do to Attract Generation Z Consumers?

“From a spending perspective [teens] are millennials on steroids,” Marcie Merriman, executive director of growth strategy and retail innovation at Ernst & Young.

If you’re not familiar with the term, gen z, then now is the time to take note of the label given to these powerful young adults who may determine whether brands succeed or fail in the future.

What is Generation Z?

The American term is the official name given to the demographic following Millennials. Aged 13 to 17, this generation are the first to grow up only knowing online life, they were born out of financial crisis, and economic struggle making them more frugal than millennials and way more clued up when it comes to purchasing.

Why is Generation Z so vital to brands’ marketing now?

If you think of communicating to a consumer who is faster, sharper, more curious, socially aware and connected than ever before, you’ll start to see why, even the smallest loop hole in social consciousness, message or product quality can be detected, and shared among social platforms in a millisecond. The impact is huge, as is the percentage of young adults – an estimated 40 per cent of the population by 2025. So how can your brand gain gen z’s loyalty?

Be a positive contributor to their culture

The level of transparency required as a potential consumer has heightened with gen z- it will be a very fine line for brands to be genuine and not forced. Brands will need to focus on inserting themselves into culture and cultural conversations where it is appropriate and natural for them – they need to be organically integrated within social media platforms and online advertising. If your brand seems to be a part of that community, you can have more freedom. If you only try to ‘sell’, you will not have success.

Be authentic and socially aware

A good example of reaching out to gen z’s via a variety of mediums, is headphone company, Beats by Dr. Dre. The recent the #showyourcolour campaign saw the brand use social media, video, celebrity endorsement and celebrate individuality and uniqueness, which in return saw the brand increase its Facebook likes by 1.7 million, its Instagram followers by 76 percent, and its YouTube subscribers by 57 percent.

This generation grew up with technology, and for them, it’s probably hard to go without their devices as they count their smartphone as an extension of themselves. This younger generation are constantly on their phones or devices and not watching as much live TV, meaning we may experience a massive shift in advertising methods and marketing messages.

Don’t contradict your brand message

Overall – brands also need to think carefully about their marketing strategy as the types of social tricks that captivated millennials will be entirely see-through to the ‘pivotals’, another term given to gen z. Brands need to make sure it’s not just marketing but actually what the company stands for; it can’t contradict.

For further insight into the next generation of consumers and how to future-proof your brand contact us here, to discuss our unique science-based marketing model.