Insights from a Gen Z perspective. 😎
Marketing to Gen Z goes beyond just selling products. Born between 1996 and 2010, this generation prioritizes values and authenticity in brands.
Renowned for their trendsetting on platforms like TikTok and Instagram Reels, Gen Z's marketing approach differs from that of millennials.
Let's explore how to effectively engage with Gen Z in 2024.
As the most diverse generation, tech-savvy Gen Z has an estimated spending power of $360B+. Growing up with technology at their fingertips, they prefer brands that are value-driven, inclusive, and foster strong online communities.
Now is the time to start engaging with Gen Z, adapting your strategies to resonate with them without sidelining your existing customer base.
Key issues for Gen Z include:
Gen Z expert Larry Milstein notes, “Gen Z is more likely than older generations to expect companies to contribute to society.”
Example: Underwear brand Huha champions body positivity and sexual health education, resonating well with Gen Z.
Gen Z values transparency and holds brands accountable. They thoroughly research brands, examining websites, social media, comments, and reviews.
“Brand trust ranks high in their purchase decisions,” explains Larry. Internal company culture should reflect the brand’s public values for genuine engagement with Gen Z.
To appeal to Gen Z, move away from the millennial trend of polished content. Gen Z prefers brands that are bold and have a distinct personality.
Example: Starface, a pimple-protector brand, uses bright, playful imagery and has gained a large following on TikTok with engaging content.
Larry highlights the Crocs and KFC collaboration as an example of a successful appeal to Gen Z’s sense of irony.
Gen Z quickly filters through content, giving brands a brief window to capture their attention.
Fenty Beauty exemplifies this approach with quick, engaging tutorials on TikTok and Instagram Reels.
Alternatively, educational content with a conversational tone can also be effective.
Creating a digital community is essential for Gen Z, often described as the loneliest generation. Brands should focus on genuine connections, partnering with real people who align with the brand's values.
Consider involving Gen Z in product development or recognizing long-term brand supporters.
In summary, Gen Z marketing is about engaging with a new consumer type: value-focused, drawn to bold personalities, and seeking community.
Now's the time to start brainstorming.