Meet Generation Z: Shaping the World of Digital Influence

With 2020 teaching us the importance of the digital world, billions of people went online for work, education, or to merely stay in touch during the COVID-19 pandemic.

But for Generation Z or Zoomers, this was nothing new. Being born in the age of technology, they are the true digital natives, and as a result, global events have actively shaped this generation's view of the world. The most influential customers, Gen Z, are also more likely to connect with brands and learn about new products on social media than older generations.?

Raised on social media, they crave hyper-personal experiences, and marketers need to make sure they connect with Gen Zers on their terms so that they don't come across as creepy or too invasive. By anticipating this upcoming shift in the market, big platforms have evolved to ensure that purchases are frictionless, reliable, and safe.?

Swipe-ups taking you directly to the product on Instagram isn't something new. However, Instagram's "shopping" tab, released in November 2020 and found in the main navigation, allows for more brand visibility, promoting their products and services to a broader audience. Platforms like TikTok also allow people to break usual standards of creativity and show their personalities. Even remote work embraces many of the tenets that appeal to Gen Z:?

1. Technological connectivity that supports work and communication
2. A good work/life balance
3. Freedom to pursue their side hustle without having a fear of burnout

Businesses, therefore, have had to learn how to adapt and communicate with Zoomers on their level in this environment and have proven that management and nurturing of teams is possible in a virtual world successfully.?

This generation consists of pragmatists, self-starters, and entrepreneurs, so if it hasn't happened yet, Gen Z will do it. More than any other generation, a higher percentage of Gen Z plans to start their own business sometime in the future possibly.?

Surveys report that Gen Zers feel that communities develop due to causes and interests, not because of economic backgrounds or educational levels. Gen Z doesn't distinguish between connections they have "in real life" and the ones they have on the internet. Whether it’s advocating for social inequality issues, being vocal about their views, or finding ways to make it a better place to live. This number is way more significant than the ones reported by baby boomers, Gen Xers, and even millennials. Increased mobilization made possible by technology made it easier for Gen Zers to value other communities because it allows people of different economic circumstances to connect and mobilize around causes and interests.

Marketers need to audit their customer experience through a social-first lens to make waves with Gen Z in the current environment. That being said, Gen Z's expectations, combined with their apparent dislike for disruptive traditional advertising, will fundamentally change the marketing world. Suppose interactive content and social commerce haven't been at the forefront of the marketing strategy. In that case, they should be now because influencer marketing with brand sentiment is an effective method to build a brand.?

With up-and-coming Gen Z on your side, the long-term potential for that brand will be massive. To target Gen Z, prioritizing social content that sparks two-way interactions and engages them in relevant conversations is a way to go because they expect businesses to use their data gathered to create a sense of familiarity that imitates the in-person shopping experience without being invasive or overbearing. Keeping this balance in mind, marketers can build trust and loyalty among this coveted audience.?

We want to provide greater assurance with quality as on where to place your bets in this rapidly changing environment.

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