Gone are the days when brands made their strategy, keeping only Millennials in mind. The way the internet is readily available everywhere today, every teenager has a smartphone in their hand. And somewhere, this thing is working as a tonic for brands. In today’s digital era, brands can easily target their customers. But now, the teenagers or we can say those who were born between 1997 and 2012, whom we know as GenZ, their perspective towards brands is different from the millennials. Even though the digital revolution is going on, brands will have to think like them to target GenZ because, in future, GenZ will become their loyal audience.
So how should brands strategize to target GenZ so that they align with the mindsets of GenZ and make them their loyal customers? Today, we will discuss this topic and give you some tips which will be very beneficial for the future of your brand.
What Are The Characteristics Of GenZ?
Before we get into Gen Z’s expectations of brands, let’s spend some time getting to know this generation better.
1. They Are Digital Natives
The members of Gen Z are the first generation to spend their whole childhoods in the digital age. They are quite proficient in the use of technology due to the fact that they began their lives with access to the internet, cell phones, and various forms of social media at a very young age.
2. Culturally Rich and Inclusive
The devotion of Gen Z to diversity and inclusiveness is one of the generation’s defining characteristics. They hold representations, equality, and social justice in high regard, and they expect that companies will have these values in the same regard.
3. Self-reliant and an Entrepreneurial Spirit
People who belong to Generation Z are frequently characterized as being independent. Many of them engage in entrepreneurial activities, have side businesses, and are hungry to impact the world positively.
4. Short Attention Spans
Gen Z constantly bombarded with information and entertainment, tends to have shorter attention spans than previous generations. To grab consumers’ attention, brands must be able to capture their interest quickly.
5. Authenticity Seekers
Young people of Generation Z value genuineness highly. They can readily recognize when a business is pretending to be something it’s not, making them distrustful of inauthentic marketing attempts. Brands that are honest and authentic in their messages and conduct are more likely to acquire the trust of Gen Z.
Read more: Best Ways To Quickly Establish Brand Authority For Your Online Startup
Does Gen Z Care About Brand Values?
Yes, brand values hold great importance for Gen Z. Consumers today have higher brand expectations. It’s no longer enough for companies to simply provide products or services. People want brands to go the extra mile and actively support social and environmental causes.
In today’s interconnected world, where information is just a click away, the younger generation, Gen Z, possesses a unique power. They have the ability to dive deep into a brand’s values and practices, examining them closely and critically.
Consumers tend to support brands that share their values, such as those that prioritize sustainability, diversity, and social responsibility.
What Values Do Gen Z Care About?
1. Sustainability
Gen Z has a strong sense of concern regarding the environment and the effects of climate change. Consumers today have high expectations when it comes to sustainability. They want brands to prioritize the environment by taking concrete actions such as reducing their carbon footprint, opting for eco-friendly materials, and actively engaging in environmental conservation initiatives.
2. Diversity and Inclusion
The current generation holds a strong passion for embracing diversity and promoting inclusion. People are looking for brands to encourage diversity within their workforce actively and to showcase a wide range of individuals in their marketing campaigns. Gain Z wants brands to show every section of society in their advertisements and highlight the problems of every section and its solutions through advertisements. If brands don’t do this, they might receive criticism and backlash from Gen Z consumers.
3. Social Responsibility
Members of Generation Z are deeply concerned about a wide range of societal issues that significantly impact our world. These include but are not limited to poverty, inequality, and education. Consumers nowadays have high expectations for brands. They not only want them to be profitable but also to have a positive impact on society. This means engaging in charitable work and adopting socially responsible business practices.
4. Authenticity
Gen Z places a high importance on authenticity as a fundamental value. Customers expect brands to stay authentic and genuine, remaining true to their values and those of their customers. If a brand resorts to misleading advertising tactics, it runs the risk of appearing inauthentic, which can have a negative impact on its reputation among Gen Z consumers.
What Is Gen Z’s Attitude Towards Brands?
When it comes to brands, Gen Z has a unique attitude that can be characterized as a mix of skepticism and enthusiasm. They have doubts about traditional marketing and advertising methods that appear insincere or excessively focused on promotion.
On the other hand, they have a genuine enthusiasm for finding and endorsing brands that truly resonate with their values and interests. Brands that genuinely connect with Gen Z and offer them unique and meaningful experiences have the opportunity to establish deep and lasting relationships with this generation.
Do Gen Z Trust Influencers More Than Brands?
While it’s not accurate to say that Gen Z naturally places more trust in influencers than brands, they perceive influencers as a valuable resource for obtaining genuine information and authenticity. In today’s digital age, influencers have become a prominent presence, captivating the attention of Gen Z. What makes these influencers so appealing to this generation is their unique expertise or experiences that resonate with them on a personal level.
When brands collaborate with influencers who share the same interests as Gen Z, they can tap into the trust and authenticity that these influencers have built. This allows brands to connect with and capture the attention of this generation effectively.
What Makes Gen Z Trust a Brand?
1. Authenticity
Brands need to be honest in all they say and do. The slightest whiff of insincerity can sow the seeds of suspicion.
2. Transparency
Gen Z highly values transparency, so brands must be transparent about their procedures, principles, and objectives.
3. Social Responsibility
The confidence of Generation Z consumers is earned by brands that demonstrate a commitment to making the world a better place and making active contributions to social problems.
4. Engagement
It is important for brands to have an active presence on social media and other digital channels in order to connect with Gen Z. It demonstrates that the brand cares about its consumers when it responds to their inquiries, comments, and concerns.
Read more: How Hyperlocal Social Media Marketing Can Bring You Leads From Every Corner?
Curtain Call
Gen Z has their own traits, beliefs, and standards. They care a lot about what a brand stands for, how it treats people, and how real it is. Gen Z is very powerful, and brands can build strong, long-lasting relationships with them if they share their ideals, talk to them in an honest way, and always give them good products or services.
Understanding what Gen Z wants from brands isn’t just a marketing plan; it’s a culture shift that shows how customer behavior and values are changing in the 21st century.
