Navigating the Gen Z Maze

Gen Z is the most diverse and technologically savvy generation yet. They are also the most skeptical and discerning consumers. Marketers who want to reach Gen Z need to understand their unique values and preferences, and be authentic in their approach.

Gen Z: Gen Z is the newest generation, born between 1997 and 2012. They are currently?between 9 and 24 years old?

In this post, I will explore how marketers can influence Gen Z customers by aligning with their values, being authentic, using social media, partnering with influencers, creating experiences, and communicating visually.

Number of Gen Z Around the World

Gen Z is the newest generation, born between 1997 and 2012. They are currently?between 9 and 24 years old. They are the largest generation in history, with over 2.5 billion people. By 2030, Gen Z will make up over 34% of the global population. They will also be the largest workforce in the world.

Aligning with Gen Z's Values

Gen Z is passionate about social and environmental issues. They want to support brands that share their values and are making a positive impact on the world. Marketers can connect with Gen Z by being transparent about their values and commitment to social responsibility.

Being Authentic

Gen Z can spot inauthentic marketing from a mile away. They want to connect with brands that are genuine and relatable. Marketers need to be authentic in their storytelling and messaging. They should also be willing to listen to Gen Z and learn from them. For example, Glossier is known for its authentic and relatable marketing campaigns. The brand has undeniably achieved remarkable success, solidifying its position as one of the leading beauty brands favored by Gen Z consumers. A pivotal factor contributing to this achievement lies in their unique approach to communication. Glossier has a laser focus on its target audience, eschewing older demographics and prioritizing its Gen Z clientele. This targeted strategy primarily unfolds through their Instagram page and blog, serving as the brand's central touchpoints.

In a savvy marketing move, Glossier leverages the power of social proof, understanding that consumers are more inclined to make a purchase when recommended by a friend rather than through conventional advertising.

Using Social Media

Gen Z spends more time on social media than any other generation. Marketers need to be present on the social media platforms that Gen Z uses, such as TikTok, Instagram, and Snapchat. They should also create content that is tailored to each platform and that resonates with Gen Z's interests.

Nike uses TikTok to create engaging and entertaining videos that showcase its products and athletes. Nike's presence on social media is extensive, boasting over 300 accounts across various platforms. However, when it comes to TikTok, they've chosen a different approach, maintaining just a single profile. Within this realm, they've cultivated an impressive following, amassing approximately 4.9 million followers and garnering a remarkable 18 million likes through the sharing of more than 600 organic videos (at time of writing this article).

Being a globally recognized brand does not automatically grant success on TikTok, and Nike acknowledges this. So, how does the sportswear giant navigate this dynamic platform?

First and foremost, Nike's strategy revolves around creating content tailored specifically for TikTok. Their content is meticulously designed to align with the platform's trends, utilizing transitions and language that resonate with its youthful user base. Many brands fall into the trap of chasing numbers at the expense of their tone of voice and brand identity. Yet, Nike manages to strike a delicate balance, infusing their content with the brand's trademark panache and a strong tone of voice.

Partnering with Influencers

Gen Z trusts influencers more than they trust traditional advertising. Marketers can partner with influencers to reach Gen Z and build trust with them. When choosing influencers to partner with, it is important to make sure that their values align with the brand's and that they have a strong relationship with their followers.

Creating Experiences

Gen Z is looking for more than just products and services. They want to have experiences that they can share with their friends and followers. Marketers can create experiences for Gen Z by hosting events, pop-up shops, and other interactive activations.

Communicating Visually to Gen Z

Gen Z is a highly visual generation. They grew up with smartphones and social media, and they are used to consuming content in a visual format.

Marketers who want to reach Gen Z need to communicate visually. This means using images, videos, and infographics in their marketing materials. It also means creating content that is visually appealing and engaging.

In the dynamic landscape of marketing, Gen Z represents both a challenge and an opportunity. The key to their hearts lies in a deep understanding of their values, authentic engagement, mastery of visual communication, and the ability to craft unforgettable experiences. As the marketing landscape continues to evolve, those who crack the Gen Z code will be best positioned to succeed in this new era of digital consumerism.