Rise of Pivotals: Marketing to Gen Z

Source: owlmetrics

Gen Z consumers are shaping our current culture and the future. These young people are key drivers who might effectively influence others. Brands need to take a huge step in their marketing game to interest them.

Gen Z is roughly defined as those born between 1997 to 2012 and represents 40% of the global consumers. They grew up exposed to the internet and is no secret that they are true digital natives. These people will soon have tremendous spending power and brands need to pivot their marketing strategy to match their needs, wants, and desires.

User-generated Content

Gen Z are the first digitally native generation and is very used to social media. Brands need to optimize their connectivity on this media to gain more interaction with the potential consumers. These young people are intrigued by challenges or any user-generated content as they feel like part of a movement. This has been proved to be one of the quickest and effective techniques to market to Gen Z.

Nike has encouraged people to stay in during the COVID-19 outbreak and exercise at home with the hope of minimizing the numbers of cases. The brand committed to publicly donate $15 million to US relief charities and pivoted to manufacturing medical equipment needed in this current situation.

The label decided to provide free premium subscription-based Nike Training Club workout for all users during this outbreak and redesigned its YouTube channel to focus on home workout content. Nike also launches weekly challenges such as the “Living Room Cup” or “Starting Lineup” challenge regularly and the hashtag of the “Starting Lineup” challenge has gained popularity of 102,400 views on TikTok.

Transparency & Authenticity

Shoppers, particularly Gen Z, are concerned with social and environmental issues. It is speculated that nine in ten Gen Z consumers believe that brands are responsible to address these issues. They are value brands that are transparent and aligned with their belief. Due to this, brands are responding with the demand by taking a bold step to engage and connect with Gen Z consumers through social media activations and marketing campaigns. The most important is that brands need to show genuine interaction to the consumers as well as support the cause.

Dove, for example, with its strong commitment to portraying real beauty is a direct testament to its brand image and became the reason why it has had a long-standing success for the brand. Dove brings consumers to be a part of it with campaigns like #ShowUs. The company shows Gen Z that it understands and respects the diverse identities that make up its market.

The Purpose for Good Cause

Gen Zs believe that brands and companies have the power to act. They want to ensure that their support for a better cause isn’t just from the mouth but are actually driving changes in behavior. Based on the proved found, it is fair to conclude that most Gen Z consumers are likely to prefer to connect and engage with brands that stand for something.

As a matter of fact, Unilever’s Sustainable Living brands are reportedly growing 69% faster than the other brands of the company. This shows a direct result of purpose-led initiatives and tangible results that Gen Z can see. Brands and companies that invest in giving back to the community will prove that they are committed to making a better world that is more diverse for all.

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Marketing to Gen Z might be very different, in many ways, from marketing to Millenials or other generations. An awareness of how Gen Z thinks is critical for savvy marketers. Brands and companies ought to look the Gen Z from a strategic perspective and map out the interests, habits, and other psychographics that might shape the future. When selling to these consumers, the industry should cultivate a sensitive and empathetic approach, as well as other values that show support for the cause of a better world.

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Reference:

Maguire, L. (2020). Marketing to Gen Z during Covid-19. Retrieved 10 June 2020, from https://www.voguebusiness.com/consumers/marketing-to-gen-z-during-covid-19

Stefanyk, C. (2020). Council Post: Generation Woke: How Marketers Can Create Meaningful Connections With Gen Z. Retrieved 10 June 2020, from https://www.forbes.com/sites/forbescommunicationscouncil/2020/02/20/generation-woke-how-marketers-can-create-meaningful-connections-with-gen-z/#684b15ed2d0f