How to win over Gen Z
They're sceptical of marketing, lack brand loyalty, and demand social responsibility - so what can brands do to ensure they’re resonating with this notoriously hard to please gang.
Gen Z: Who Are They?
Before we dive into the "how-to" part, let's quickly introduce Gen Z. Born between 1996 and 2010, they've grown up in a world soaked in social media, where personal identity and brand often blur. They're a super-savvy bunch, fiercely sceptical of traditional marketing tricks. In a nutshell, they're different, and you need to get them.
These are a couple of quick tips we have compiled for how we help our clients tap into this market.
1. Keep it real
Gen Zers live in a digital world, and they can smell inauthenticity from a mile away. Be honest and consistent in everything you do, from your ethical commitments to your brand's voice. They want to see that your values align with theirs, so stay true to what you stand for.
2. Allow them to be themselves
Gen Z is all about personal expression. Position your product or service as something that helps them build their identity. Whether you sell fashion or fintech apps, show them how you fit into their lives and allow them to be themselves.
3. Simplicity is Key
Don't overcomplicate things. Gen Z appreciates brands that keep it simple. Try your best to humanise your brand and focus on what matters to your customers. Stay relevant to your brand and don't get sidetracked by virtue signalling - they really hate this.
4. Don’t just build brands, build relationships
Peer-to-peer recommendations matter more than ever for Gen Z. Your brand's reputation must integrate social proof. Collaborate with your customers and become a part of their visual world, both online and offline.
5. Become an extension of their identity
Finally, remember this: for Gen Z, strong brands are an extension of an individual's identity. Align your brand's values with theirs, and you'll create a powerful connection that leads to success in the hearts, minds, and wallets of this audience.
