Move over millennials - every marketing exec is being tasked with ways of reaching Gen Z, and it's their time to shine.
Generally defined as being born between 1997 and 2012, an increasing portion of Gen Z is reaching adulthood, making it the most desirable demographic for countless brands and industries in terms of brand loyalty and purchasing power.
But here's the thing: many of the 'new traits' used to describe Gen Z actually reflect ongoing trends that have been changing slowly over time, and are not 'suddenly' new with this generation.
The truth is that Gen Z represents youth culture like any generational cohort before them. However, Gen Z has nuanced behaviors, attitudes, and preferences when it comes to brands that differ from millennials or Gen X because of the rapidly changing technological advances and cultural shifts that they are living through.
If brands want to engage these new kids on the block, they need to understand these nuanced preferences. Let's dive into how Gen Z talks about brands, what matters most to them, how you can reach them- and measuring brand perception in this generation.
How Gen Z Feels About Brands (and Branding)
Just how believable and authentic is your brand? When it comes to courting Gen Z, the answer to that question could make all the difference.
Gone are the days of runway models and high-profile celebrities to represent target audience aspirations. Instead, one survey found that 82% of this generation prefer brands that use real customers in their advertisements, positioning itself in real-life environments. Or, as one high school senior told Business Insider when referring to an ad campaign featuring undoctored images,
"It's very important to show that anyone can buy stuff like that and look good in it... It makes me feel better about buying from Aerie and supporting them."
For Gen Z, prioritizing authenticity also means connecting with brands whose social causes and values align with their own. One expert calls it "voting with your dollars," the ability to make a statement through the brands they support.
Of course, that's not as simple as it sounds. In 2020, it was easy for many brands to put out a statement supporting Black Lives Matter, a movement with immense support within Gen Z. That doesn't mean it resonated, though. Only brands with a track record of positive action beyond simple statements, like Ben and Jerry's, were actually able to positively influence brand perceptions within this audience.
In other words, it's the connection between authenticity and a strong mission and values that resonates with Gen Z. Building brand loyalty is almost impossible without both of those components.
How Does Gen Z Talk About and Engage with Brands?
Saying that Gen Z consists of digital natives is not shocking. Just where they spend their time online, of course, matters just as much.
For this generation, visual media comes first, with Instagram, TikTok, and YouTube leading the way. It's where they'd love to interact with brands, as well. In fact, one report found that 56% of Gen Z would like to see brands use Instagram more, followed by YouTube (38%) and TikTok (35%).
But, in a significant shift from millennials, it's no longer just about social media. Gaming platforms, like Fortnite and Roblox, have become significant virtual gathering spaces for Gen Z, as have streaming platforms like Twitch.
And you can catch them outside, too. More members of Gen Z pay attention to and engage with out-of-home media and experiential media than any generation before them.
No matter the channel, marketing to Gen Z tends to thrive when they're able to participate in the messaging. Brands that can build a community, where the audience helps to shape the messaging, can build significant loyalty. As one report put it, "Gen Z doesn't simply want to buy what your brand is selling, they want to join you."
How to Reach Gen Z in an Effective, Sustainable Way
Add it all together, and you get a generation with more unique requirements than any who came before them. That makes perfect sense, if you think about it. While millennials stand out for brand cynicism and data privacy concerns, Gen Z has never known an environment that wasn't fully digital, fully interactive, and fully immersive.
That, in turn, translates to more unique demands for brands looking to reach Gen Z. A realistic view about data privacy, for example, comes with expectations that brands use that data wisely. That requires more relevant and inclusive messaging with an emphasis on building, treating the audience as equals instead of consumers that simply want to buy your product.
In the end, though, it all comes back to authenticity. If you can reach your audience on a channel where they already spend their time, align your messaging with their values, and focus on building a community around them, you're well on your way to winning the engagement battle. That strategy will not just work now, but should continue to be effective in the long run.
Measuring Brand Perception Among the Next Big Generation
Of course, all the above insights come with one big caveat: while they're true for Gen Z on average, they're not necessarily as accurate for the segment of Gen Z that your brand is trying to reach.
Finding general insights about Gen Z is a great start to direct your marketing strategy and messaging. But it's still high-level research that works best when complemented by more specific insights, tailored to your audience, your brand, and your industry.
Chances are those end up similar to what remains true about Gen Z as a whole. But there will likely be at least some nuances, like the channels they prefer or the messaging they respond to, that will be valuable for you to capture and build towards.
Don't assume that you know everything there is to know about your potential customers, or that all possible market research about this audience already has done. Instead, continue to talk to your customers, engaging in custom market research to learn more about their preferences, pain points, and decision-making processes.
And fortunately, you don't have to do it alone. If you're ready to talk about measuring brand perception, researching your audience, or testing your marketing efforts within this generation, let's Talk Shoppe.
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