Are you seeking to expand your marketing efforts to cater to the newest generation of consumers? Gen Z, born between 1997 and 2012, is proving to be a distinct demographic to target. Growing up during the Great Recession, they've developed a thrifty approach to spending. Moreover, having been raised in the digital age, they exhibit unique characteristics that alter the way they research and make purchasing decisions. When Gen Z does open their wallets, they place great importance on the social impact of their choices and the quality of the products they purchase. Here are reasons why this generation deserves your marketing focus.
They are economically savvy from growing up during the great recession. This makes them naturally cautious with their spending, which means they need more persuasion to purchase.
They are more inclined to seek value in their purchases and prioritize saving money. Marketers need to craft messages that resonate with this frugal mindset, highlighting the cost-effectiveness and long-term value of their products or services.
Gen Z often finds the answers to the quality of products and value online. When they have a question, they utilize the internet to access instant information about the product and company. To capture their attention, your digital presence must be strong and informative.
They also are the most likely to engage with brands through social media and online help popups. Did we mention digital presence?
SOCIAL RESPONSIBILITY
Gen Z is acutely aware of social and environmental issues. When they decide to spend, they prefer brands that share their values. Demonstrating a commitment to social responsibility and sustainability can help your brand resonate with this socially conscious audience and facilitate that ever so elusive purchase. Make sure they know about your efforts by leveraging social media. Just like with marketing to millennials, social platforms play a pivotal role.
BEING INFLUENTIAL
There’s a subtle difference between Millenials and Gen Z. Gen Z has its unique language, often using slang when discussing products. Marketers must tread carefully, making sure it feels natural and not forced. Hiring a Gen Zer or partnering with an influencer can help you make the messaging more authentic. You could also collaborate with a micro influencer also known as a local influencer. These local influencers are best if you’re trying to stay in a smaller geographic region. They often act as tour guides, sharing and working with the best retail spots, restaurants and attractions. If you’re looking for a larger reach you may reach out to a macro influencer. They partner with brands like Fruit of the Loom or American Eagle. These influencers are awesome at starting trends and sharing your product to huge audiences. The main take away from partnering with influencers is that they make sure your content is not overdone and forced.
MARKETING TO GEN Z IN THE REAL WORLD
Two brands that are exemplary in their tapping into Gen Z are American Eagle and Fruit of the Loom.
Fruit of the Loom's TikTok Strategy
Fruit of the Loom is taking a creative approach by using TikTok to breathe new life into their company mascots. Their goal is to tap into Gen Z’s love for nostalgia by reviving late '90s and early '00s sentiments. They create content that aligns with trends but cleverly incorporates their mascots. In marketing meetings, they even generate humorous TikTok’s outlining how they plan to go viral. This gives behind the scenes vibes and helps create some humor for the brand. Here is an example TikTok
This strategy not only resonates with Gen Z's love for nostalgia but also capitalizes on the platform where they spend a significant amount of their time.
American Eagle's Pop-Up Approach
American Eagle has adopted a different approach by focusing on pop-up locations to showcase their all-American denim. For back-to-school, they set up pop-up sales in the amphitheater at the High Line in New York City. These pop-ups featured over 150 styles and colors on mannequins, complete with QR codes for instant purchases. American Eagle's collaboration with the cast of the TV show "The Summer I Turned Pretty" further solidifies their efforts to capture the Gen Z market. Check out some of their videos. They're also spotlighting their environmental commitment through the Cotton Blue Jeans Go Green program, appealing to Gen Z's strong sense of social responsibility.
Gen Z presents an intriguing and growing market for businesses. Understanding their unique characteristics and preferences is vital for effective marketing. Leveraging social media and adopting innovative strategies are essential for success. As they seek authenticity, value, and social impact in their choices, aligning your brand with these principles can help you tap into the potential of the Gen Z consumer base.
Want to find out more about how to reach your target audience? Reach out to The Brandstalk!
