Marketing to Gen Z
Marketing to Gen Z is not a book with seven seals: just think "citizens" not
"consumers" and “truth” not “perfection”, and you have largely
cracked the code. With purpose as your true north, you have an opportunity to
engage this generation across all the facets that make them unique.
Emerging from a backdrop of despair is a valiant generation of young people ready to
change the world for the better. Not someday in the future. Right now.
It’s been said, "Every dollar you spend is a vote for the type of world you
want to live in." Young people want to live in a just and peaceful world,
and increasingly, they are seeking out and supporting brands that show a shared
commitment to creating it.
Who Are Gen Z, And Why Do They Matter?
Born between the years of 1996 and 2014, Gen Z is a massive generational force that will irreversibly change the world. They compose 42% of the world's population, the largest generation on the planet. Ever. They are globally connected, socially inclusive, and entrepreneurially minded. They are driven to create a better world, with 67% of young people globally believing that making a broader contribution to society beyond themselves is vital to them.
They expect brands to contribute positively to society, and they are willing to put their money where their values are, with 60% said they are willing to pay more for products that were produced in ethical and sustainable ways.
Gen Z Sees Brands As Allies For Change
Gen Z is three times more likely than older generations to say the role of business is to "serve communities and society", and companies that live up to thoseexpectations will likely be rewarded with deeper levels of trust and engagement. Gen Z is more likely than millennials to say that companies demonstrating social responsibility strengthen their trust (62% vs. 56%).
If You Want More Dollars, Engage in More Dialogue
Gen Zers expect to be able to engage with their favorite brands in-store, on their phones, and of course, across social media. Open dialogues are essential to reaching Gen Z. Brands that can create two-way conversations through an authentic digital and social presence, complemented by great in-real-life experiences, will engage more Gen Zers, win their allegiance, and (bonus!) create brand advocates.
Truth over Perfection
Gen Z appears far less likely to believe in an idealized "American Dream" — the one with a white picket fence, 2.5 kids, a nice car, and an easy job. Visions of flawless, happy, problem-free lives just don't resonate — because they're not real. That's why Gen Z shirks traditional notions of beauty or images of a carefree existence, unlike past generations. The themes of freedom and self-possession, that there's not a single look everyone should aspire to, and that you shouldn't be afraid to be unique, be real for Gen Z.
Gen Z Wants to Replace What's Broken
While social institutions are in chaos and crisis, they are distrustful of them, so instead of pressuring the system to do the right thing or listen, they are creating their own solutions, fixes, and life paths. They are moving beyond repairing broken systems; instead, they are imagining and building a world that does not yet exist. They have an insatiable desire to explore, experience, and discover new things, both physically and virtually. Thus, they are adept researchers who know how to self-educate and find the information they want and need. 45% of Gen Zers say they will invent something world-changing.
Think Experiences (Not Products)
Customer experiences with a brand are becoming increasingly more critical, and this rings true for Gen Z more than any other generation. If the experience a brand provides is not appealing or does not show the benefit or outcome of the product, Gen Z will most likely not buy-in. For this reason, brands need to get savvy with how they portray products and focus more on selling the experience rather than the product itself.
Gen Z And The Power of Purpose
Consumers are more likely to try, stay loyal, pay more and advocate for brands that genuinely do good. When it comes to Gen-Z, the trends are even more impossible to ignore. Gen-Z's buying power over the next decade represents a third of consumers worldwide. According to Fuse Marketing, after learning a brand supports a social cause or is socially responsible, Gen-Z consumers are 85% more likely to trust a brand, 84% more likely to buy their products, and 82% more likely to recommend that brand to their friends and family. Think about that!
Think Transparency and Authenticity (And Practice Them Too)
Generation Z believes in corporate social responsibility, and over 50% believe that companies have a greater responsibility than the government to address social problems. Young people are
looking to engage brands as stakeholders in social change. They expect that brands behave ethically in a wide range of activities, including how they treat employees, affect the environment and what they put in their products. Brands will need to highlight social responsibility when marketing to this demographic.
Get Serious About Conscious Capitalism
Gen Z is more serious about Conscious Capitalism than you may think. Young people are hungry to change the world, and one of the ways they are doing it is through their buying power. They are choosing to support brands that are allies in taking a stand for the rights of people and the planet. Brands that want to be relevant and grow their business among this generation will need to need to appeal to them as citizens, not simply as consumers.
Companies that show they have aligned values and support their ideas for change will have the ability to speak with authenticity to Gen Z, and thus grow their business over time.