15/04/2021

Tips For Brands Marketing To Gen Z 　

As the first generation to grow up with the presence of technology from the very beginning, Generation Z’s identity is synonymous with technology. Born between 1994 and 2010, these digital natives are changing the consumer landscape unlike anything before. As global connectivity soars, young people can now influence people of all ages, incomes, and backgrounds affecting the way people consume and relate to brands. With a growing market for the uprising generation, it’s time to look into the marketing tactics brands can explore to attract these digital natives.

1. Consumer and Brand Identity

The core of Gen Z revolves around the idea of finding an individual identity. No longer about buying, wearing, or associating with brands to fit in, consumption has now become a form of self-expression and identity. Gen Z consumers are not only looking for unique and personalized products, but they are also willing to pay extra to brands that enable them to express themselves and highlight their individuality. This is why maintaining a brand identity is important if your target audience is Gen Z. Brand personality attracts Gen Z to the brand itself— these digital natives associate themselves with brands that share values and ideas synonymous with their identity.

2. Impact and Inclusivity

Incorporating social good in your business and marketing strategies will benefit your brand in the long run. Gen Z wants brands that are both inclusive and value the impact they are making. While Gen Zers want to positively change the world around them, thus, it only makes sense that they want to associate with brands that have similar ideals. The digital natives expect brands to actively speak out and use their platform for positive change; they want to actively see the impact brands have on combating global issues like climate change and racial injustice. And, as Gen Z increasingly expects brands to take a stand- brand neutrality on societal issues due to fear of offending consumers is no longer a viable strategy.

A company’s actions must also match the causes they support; for example, if a brand supports climate change causes, partaking in unethical trade and unsuitable practices would be extremely hypocritical and against advocated ideals. In addition to advocating for social issues, Gen Z favours brands that consistently incorporate diversity and inclusivity. Brands that are more racially, culturally, gender, and size-inclusive tend to stand out and have a greater appeal to Gen Z.

3. Real and Relatable

Inclusivity also allows for content to be more real and relatable. If the target audience feels represented, they are more likely to support and promote the brand. While inclusivity is important, maintaining authenticity is just as valuable to Gen Z. In an ever-growing digital world, Gen Z craves brands that portray the raw and real perspectives that they can relate to. Marketing campaigns that portray authentic and relatable people and circumstances are more effective and favoured for Gen Z audiences.

For the brand campaigns to be successful, the people featured need to share the same struggles or have the same beliefs as your Gen Z audience. Gen Z’s need and want to be represented must be taken into consideration when brands develop their marketing strategies. Thus, rather than adopting traditional advertising methods in your marketing campaigns, branching out to use micro-influencers and YouTubers is a great way to advertise to Gen Z in a relatively more relatable and real way. It’s also a more engaging and effective method that helps develop a strong and successful brand personality.

4. Short and Sweet

While Gen Z may be a curious generation at large, it is also important to note that their attention spans are relatively short. The average Gen Z has an attention span of eight seconds when browsing content on social media. The digital natives have grown up constantly being served so much information that they’re now accustomed to filtering out whatever is not relevant to them. To increase brand awareness, brands need to communicate through content that is timely and interesting. Keep the content short but make sure it also captures your audience’s attention. With a combination of catchy music and engaging graphics, short videos like TikTok and Reels are an extremely effective way to attract Gen Z on social media. Keeping up with social media trends and taking advantage of them by either creating a new trend or engaging in an existing one is also a creative marketing strategy that brands should utilise when targeting Gen Z.

Final Thought

Marketing to Gen Z can be tricky, but if done correctly, it provides brands with endless opportunities. Establishing a consumer and brand identity, making sure your brand is impactful and inclusive, keeping it real and relatable, and making sure content is short and sweet, are all tips that focus on marketing to Gen Z. As brands and businesses move into the uncharted territory of marketing to a digitally native generation, it’s vital for marketers, strategists, and brands to have a firm understanding of how to successfully market to the uprising generation.

Looking to plan your brand’s PR and marketing strategy targeted towards Gen Z? Feel free to contact us and discuss the perfect Gen Z marketing campaign for your brand.