Gen Z has proven to be the most powerful, influential, lucrative, digital-centric consumer group ever. Disrupting the market, forcing brands to become more authentic, shift their social conversations and focus on their brand purpose.
Are you ready to tap into the power of Gen Z’s?
Research shows that consumers use emotion first and logic after when evaluating brands and if a consumer has positive emotions towards a brand, they are far more likely to remain loyal to that brand (Unruly Media, 2023).
So how do you elicit emotion from Generation Z…?
Authenticity
Gone are the days of perfectly curated campaigns which used paid actors and celebrities to give their opinions. Gen Z require authenticity, they want to hear other consumers’ real and raw experiences with the products and brands they are considering purchasing from. Gen Z now look to the opinions of everyday content creators and call out paid sponsorship opinions.
Purpose
Today’s audiences expect brands to stand for something and it is important their values match. The biggest purpose for Gen Z right now is the ever-growing climate crisis, and this group is eager to make a change. So if you want to reach them, you have to be ready to make that same change too!
Brands prioritising greener initiatives stand out, with 67% of Gen Zers considering sustainability when making purchase decisions (Glossy.co). Sustainability initiatives need to be honest, open, transparent and backed by action if you want to resonate with this consumer group.
Phygital
Gen Z still value the full picture. Although most of their buying activity happens online, many still want to visit a store before making a purchase. They want the opportunity to make informed purchase decisions, so need the option to experience the product before purchasing.
Whilst for many Gen Zs will make their transactions online, there is a role of the physical store or experience in making higher-value purchase decisions. Pop-up stores and experiential layouts make for popular locations, and create organic impressions on customers owned social channels.
Innovative campaigns
A study from moonshot digital points out Gen Z consumers crave an interactive and personalised campaign approach, focused on authenticity and original brand stories. They want to be sold on a life-changing experience, rather than the product itself. There has to be a sense of purpose and personal connection to what is being purchased.
Luxury brand Louis Vuitton is the perfect example of this. They used an adventure game in the metaverse to pay homage to its founder and history and players could win one of 30 exclusive NFTs.
Gucci launched something similar, its Gucci Garden in Roblox, drawing in a new audience. Customers could come to the Garden within the metaverse, and also buy exclusive NFTs.
Web3 is an emerging channel for this younger audience, and one brands should be tapping into to reach the future customer.
So if you want to be successful when targeting Gen Z make sure you’re authentic, purposeful, considering phygital and producing innovative campaigns.
