#1 Getting into Your Gen Z Consumer's Shopping Cart

It's no secret that businesses and brands have always eyed the new generation to sell to.

It's not only because they are young and impressionable, they are also most willing to try new products and since some of them have recently joined the workforce they have fewer responsibilities and more disposable income.

Let alone the world, India alone has a Gen Z population of 116 Million.

It's difficult to ignore a demographic as influential, so brands might as well learn to speak their tongue and connect with them, to be able to even stand a chance to sell to them.

Let me paint a rough picture for the uninitiated, here's a POV of a Gen Z.

So, first off, we're all about that tech life. We grew up in a world where smartphones and social media are like our second nature. We care about stuff, you know? Like making the world a better place. We are into causes like saving the environment or fighting for social justice. And guess what? We are all about being unique, love expressing ourselves through what we wear, the music we listen to, and how we live our lives. Cookie-cutter isn't our style, we are all about standing out from the crowd. When it comes to brands, we can sniff out the fake stuff from a mile away. We want brands to be real with them, no BS. We are not falling for those old-school ads. Show us real people using your product, and we are all in. Oh, and don't even get me started on social media, we practically live there! It's how we keep up with friends, stay in the loop with what's happening, and discover cool new stuff. If you want to reach us, you better have a solid social media game.

So yeah, that's us in a nutshell – tech-savvy, socially conscious, fiercely individualistic, and always plugged into the digital world.

Now that we have a clear understanding of what a typical Gen Z consumer looks like, let’s look at the ways in which we can market to them.

And yes, it’s different from the way you market to a millennial or a Gen-Alpha.

Include Influencers in your Marketing Mix

(They are only cringe if you don’t know how to use them right)

So, picture this: you're scrolling through your feed, and you come across this influencer you dig. They're like your digital BFF, always sharing cool stuff and giving you the lowdown on what's hot. Gen Z trusts these influencers big time, more than they trust those big corporate brands. When influencers say something's awesome, they are more likely to check it out and believe it. So, if you're a brand trying to get in their good books, partner up with them, let them do their thing, and watch your offerings fly off the shelves. It's all about building those relationships, don't sleep on the power of influencers. They're like the cool kids at the party, and you definitely wanna be on their guest list.

Give Them a Personalised Experience

(yes, we don’t want what everyone can have)

It's not about having a ton of stuff, but about having meaningful/exclusive experiences that really speak to you. You want something that's as unique as you are, something that really gets you and your people. Personalization is key – you want brands to tailor their stuff to match your vibe, your interests, and what you stand for. The concert and festival experiences are nailing it with curating the perfect experiences. As a brand, you can experiment with display choices, personalised messages, data-enabled insights to market better, segmented email lists, and personalised loyalty programs. Bottom line: cater to us on our terms, and we'll be your ride-or-die fans.

Make Your Content Strategy Video-First

(text is not dead, but video is preferred more)

Gen Z is all about those videos, you know? They've basically grown up glued to their screens, thanks to the rise of social media and countless short-form media apps. If you want to catch their attention, think video. Remember to keep it snappy! These guys have short attention spans, so make sure your videos are quick, engaging, and packed with info. Show off your products or services in the most realistic way possible, unless you’re creating a ‘wow’ factor with AI or VR. And here's a tip: Gen Z loves user-generated content. Think about how you can get them involved in creating content for you. It's like a surefire way to grab their interest and get them talking about your stuff.

Clearly, it's no rocket science, only a refined understanding of a generation that has grown alongside technology and craves connection, like any other human irrespective of the generation they are born into.

Maybe marketing to them is as simple as understanding them.

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?? Hello, I am Meggha Sharmma! I am using my newsletters as a space to talk about my learnings at work- the little notes on the margin away from strategy decks, cultural commentaries and editorial mood boards for all things brand. Follow along with my weekly newsletters!