Gen Z, the socially conscious generation, wields around $360 million in disposable income annually. And the most exciting part is that they are ready to spend it for the best. So, it’s right about time for you to commence marketing to Gen Z by incorporating the right strategies.
Marketing successfully to Gen Z is probably the trickiest segment. If you want to start a business in this niche then you’ll need to design a unique logo for your company. This will efficiently help you promote the right content to your target-specific audience.
This article will give you valuable insights regarding the preferences of Gen Z. Further, you will also learn specific tactics to win over Gen Z’s repeat business. Let’s dig deep to learn more about Gen Z and brands.
What Kinds of Brands are Gen Z Willing to Spend Their Money On?
A report reveals that Gen Z is efficiently prioritizing technology and electronic brands. Besides, they highly prefer health and wellness businesses, mainly because of the trying times. Nevertheless, Gen Z also pays attention to the numerous rising small businesses.
Also, they are searching for great discounts before purchasing and making the best use of the buy-now, pay-later option. Some of the on-demand brands on which Gen is ready to spend are:
- Brands selling discounted goods
- Brands selling electronics and technology
- Small businesses
- Brands dealing with health and wellness
- Brands providing world-class education
What is Gen Z Expecting from Brands?
Currently, Gen Z is looking out for authenticity and transparency from brands. So, all companies need to take time and understand their customers. Failing to do this will not only lose sales but also face extensive consumer backlashes.
Until recently, businesses primarily focused on learning techniques on how to market to the millennials. But as Gen Z makes up almost 32% of the global population, it is high time to watch them out. With more than $44 billion in discretionary spending, they’re pretty different from the earlier generations.
Here is exactly what Gen Z is expecting from present-day marketers and brands:
● Transparency and Authenticity
Initially brought about by the Millennials, Gen Z continues with the trend of craving authenticity in marketing. However, they are highly reliable in word-of-mouth marketing and efficiently value social proof. They are willing to experience more user-generated and branded content portrayed by real-life people instead of celebrities. And businesses can reach Gen Z’ers only through influencer marketing and user-generated content.
Social media contests are undoubtedly the best way to render user-generated content within your business community. Moreover, Gen Z expects businesses to remain transparent regarding their inclusivity and environmental and social impact. So building trust plays a pivotal role in engaging and converting Gen Z customers.
● Personality and Personalization
Gen Z wants their favorite brands to make them feel known and well understood. Also, they look for personalized information specifically targeted to them. And as they are minutely concerned about privacy, at least 38% want their online advertisements to be similar to their browsing history.
As Gen Z gravitates toward brands, they look out for embracing uniqueness. Businesses need to formulate an efficient, sturdy brand persona that determines their targeted customer. You also need to figure out how to relate to your audience on an intensely personal level.
● Purpose and Empathy
Gen Z remains efficiently connected to a broader world around them through the internet and social media. They are always looking out for ways to make the world better. And most of them are more likely to make purchases only from companies that contribute to social causes.
So brands need to remain truthful about their worldly impact. It would be best if you also revealed how appealing your brand is compared to other big yet faceless corporations. And in both hard times and easy, Gen Z wants brands to show empathy and take action.
● Diversity and Inclusion
Being the most diversified generation, Gen Z gives importance to diversity in marketing. They expect to watch real people in advertisements instead of celebrities, representing an essentially broad spectrum. So embracing diversity in sexual orientations, race, body types, and genders will serve the purpose.
Thus, it also helps in formulating user-generated content from a diverse community. Gen Z also wishes to experience diversity in companies they support and their employees. So, committing to diversity within the organization portrays their genuine commitment.
What are the Strategies for Marketing to Gen Z?
Marketing to Gen Z is tricky and can also be intimidating. However, incorporating the proper strategies will help your business win over Gen Z’s trust. Some of the most acceptable practices of marketing to Gen Z include:
- Partnering or collaborating with real-life customers or micro-social media influencers
- Leveraging and promoting user-generated content
- Portraying authenticity and integrity for developing consumer trust
- Taking a stance and addressing opinions on certain social issues
- Leveraging less popular digital communication platforms to produce an efficient marketing
- Formulating short yet crisp and catchy video content to attract Gen Z
When it comes to marketing to Gen Z, it demands careful attention and experimentation. It would be best if you determined which strategies of your business fit perfectly to the younger generation’s demands and requirements.