Marketing to Generation Z (Gen Z for short) is directed at individuals born roughly between 1997 and 2012, and is a game-changer for the bottom line of modern businesses. Compared to generations of the past, this generation is digitally native. Heck, they were raised with their umbilical cords metaphorically attached to an iPad. And while being raised in an era of rapid technological advancement can have negative impacts, it also offers unique opportunities for marketers. Understanding and effectively appealing to Gen Z can elevate a marketing campaign and kick conversions up a whole other level. Let’s explore some ways to tap into this chronically-online market:
Authenticity and Transparency
Gen Z values authenticity and transparency more than any previous generation. They can easily spot insincerity and are quick to dismiss brands that appear disingenuous. For a marketing campaign to resonate with Gen Z, it must be genuine. This means showcasing real people, real stories, and real experiences. Brands should be honest about their products, services, and business practices.
Emphasis on Social Responsibility
Social responsibility is not just a buzzword for Gen Z; it’s a crucial aspect of their purchasing decisions. They prefer brands that contribute positively to society and the environment. Campaigns that highlight a brand’s commitment to social justice, environmental sustainability, and ethical practices tend to resonate deeply with this generation.
Leveraging Social Media
Social media is the heartbeat of Gen Z communication. Platforms like TikTok, Instagram, and Snapchat are where they discover new products and engage with brands. Successful campaigns often involve creative, shareable content that taps into current trends and challenges. Things like ‘viral’ dances, for instance the “apple dance” to the song Apple by Charli XCX is a way brands have been able to identify or resonate with the Gen-Z base.
Interactive and Immersive Experiences
Gen Z appreciates interactive and immersive experiences that allow them to engage with brands in a meaningful way. Augmented reality (AR), virtual reality (VR), and interactive online experiences can make marketing campaigns more engaging and memorable. We are seeing more and more products driven around immersive experiences, like Apple Vision headsets and new wearable camera-tech from Ray Bans.
Personalization and Customization
Lastly, marketing campaigns that adhere to Gen Z’s expectation for a personalized experience tailored to their preferences fare much better. Marketing campaigns that offer customization options or personalized recommendations based on user data can create a stronger connection with this audience. We see this in the mega-popularity of the yearly Spotify’s “Wrapped” campaign, which provides users with a personalized summary of their listening habits, and is highly popular among Gen Z. It not only offers a customized experience but also encourages social sharing, thereby increasing brand visibility and engagement.
By appealing to Gen Z requires a deep understanding of their values, preferences, and behaviors. By incorporating the different facets of their online values above, brands can create powerful marketing campaigns that resonate with this influential generation. As Gen Z continues to shape the future of consumer behavior, businesses that successfully connect with them will be well-positioned for sustained success. The first step in any campaign with a Gen Z flare is conducting a comprehensive deep dive of competitors in your space, and how their products resonate with younger audiences. At My Social Biz, we specialize in conducting the necessary research required to launch a campaign of any scale. Let us provide you with a complimentary audit of your business landscape and competitor trends to launch your most #viral campaign yet.