Marketing To Gen-Z-Marketing Alchemy With OMI

WHAT THE NEW CONSUMERS WANT

"Gen Z" refers to the generation that are known for their digital nativity, social consciousness, and diverse perspectives. In terms of the market, they are a significant consumer demographic, influencing trends in technology, fashion, and social media. Understanding their preferences and values is crucial for businesses looking to target this demographic effectively. Gen Z consumers tend to prioritize authenticity, sustainability, and social responsibility in the brands they support. They also value personalization, digital experiences, and diversity and inclusion. Companies that demonstrate these qualities and engage with Gen Z through social media platforms like Instagram and snapchat are likely to resonate well with this demographic.

How to Attract Gen Z Customers

Seek out and promote user-generated content

Gen Z prefers seeing actual customers in promotional materials. As many as 82% trust a brand more if they use real customers in advertising, while only 26% of respondents trust a company more if they feature paid spokespeople. Considering 70% of Gen Z say product videos and photos are particularly helpful when making purchasing decisions, marketing to Gen Z should include a user-generated content (UGC) strategy that goes beyond written reviews. And thanks to social media, it’s easy to encourage your customers to share their experiences with your product.

Partner with nano and micro-influencers

Although Gen Z favors real customers in advertising, this doesn’t mean you should give up on influencer marketing. Influencers still have influence especially where smaller influencers are concerned. Nano and micro-influencers usually interact more with their audience, which leads to an engaged following. This engagement creates trust and a personal relationship more prominent influencers often lack with their followers. In fact, nano and micro-influencers have the highest engagement rates on Instagram, between 10% and 12%. And it doesn’t hurt that they charge brands less than their more famous counterparts.

Take a stance on social issues

Gone are the days when brands could avoid addressing pressing social issues, such as systemic racism or climate change. To the new generation, no stance is also a stance — and it can severely damage your reputation. 31% of Gen Z reports that they stopped buying from a brand that’s part of a social cause they don’t align with. Similarly, another 76% of Gen Z find it important for brands to celebrate diversity.

Display integrity and authenticity

Authenticity’ has been shown in Gen-Z research as a critical element in how they evaluate products and services. Admittedly, “integrity” and “authenticity” can quickly turn into buzzwords without meaning. In a practical sense, embodying these values means treating your customers as more than just a source of profit and not sacrificing long-term trust for a short-term gimmick.

While brand integrity is important to people from all generations, Gen Z’s are digital natives who don’t hesitate to share their thoughts on the internet when a brand disappoints them. With recent research indicating 57% of Gen Z have less brand loyalty now compared to the pre-pandemic era, there’s little room for error.

Create short and snappy video content

Gen Z is known for having a penchant for videos on their favorite social media apps, which they can easily access on their smartphones. According to eMarketer, the most popular social networks among Gen Z are Snapchat and Instagram on short-form video content. The short video format of Reels and Snapchat means their user base has grown accustomed to content that caters to their short attention spans and doesn’t beat around the bush with lengthy introductions. It also needs to be engaging and feature music, special effects, or fun challenges users can copy.

How Can Outlook Media India Help You Plan And Strategies Based On Gen-Z Based Consumers

Outlook Media India possess several key qualities well-versed in digital platforms and social media trends. We are Authentic, Creative and Inclusivity and diversity is prioritized in marketing campaigns to align with Gen Z's values of equality and representation. Sustainability is emphasized, showcasing environmentally friendly practices that appeal to Gen Z's eco-consciousness.

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