Perfect Marketing Strategies for Gen Z: How Global Marketers are Approaching the Next Generation through Events.

The youthquake is here, and it's shaking up the marketing landscape like a snow globe in the hands of an overzealous toddler. Generation Z - that energetic, digital-native cohort born between 1997 and 2012 - is ripening into a powerhouse consumer base. Their expectations are high, attention spans low, and if you can’t keep up, they’re swiping left on your brand faster than you can say “avocado on toast.”

Global marketers, dexterous creatures that they are, have taken note. They are busting their creative chops to harness the boundless vitality of Gen Z through an eclectic blend of events that resonate with their values. So, buckle up as we unpack the genius strategies that the world’s marketing Maestros are using to capture the hearts and wallets of the new generation.

Making it Instagrammable

First stop: the mesmerising world of experiential marketing. The Louis Vuitton Men's Spring Collection by Virgil Abloh was a riot of colours that was more than just a fashion show. It was an Instagram dream. Gen Z lives and breathes through their social media, and anything that makes their feed pop is marketing gold. The event created an immersive experience, with rainbows everywhere - from the catwalk to the invites. The collection itself? Secondary. This was about creating an experience so captivating that attendees were compelled to share.

Values: A Dash of Purpose with a Sprinkle of Authenticity

Next, we’re jetting off to South Korea where AmorePacific, a cosmetics giant, decided to throw subtlety out the window. They launched a gargantuan beauty festival called “Pink Run”. A portion of the proceeds went to breast cancer awareness - a cause close to the hearts of many. Gen Z loves a brand with purpose, but it needs to be authentic. Through an electric mix of marathons, concerts, and pop-up stores, AmorePacific demonstrated that it’s not just about beauty products; it’s about being part of a community and making a difference.

Tap into their Lingo

Rolling over to TwitchCon, where gamers and enthusiasts unite. Twitch, a live-streaming behemoth, gets that Gen Z communicates in memes, emojis, and slang. Their event signage, social media posts, and even staff T-shirts were peppered with Gen Z lingo. By speaking their language, Twitch told Gen Z that they were valued insiders rather than just customers.

Immersion in Augmented Reality

Taking a pit stop at IKEA, we witness the Swedish furniture mogul dabbling in augmented reality (AR) at its events. At a recent store opening, they had an AR station where attendees could design their rooms using IKEA furniture. Gen Z grew up with technology as their third parent, so combining an in-person experience with digital innovation makes them feel right at home.

Collaboration with Influencers

Finally, we head over to Shell’s Make the Future Festival ( Yes, I see it too ) Environmental sustainability is the bread and butter of Gen Z values. Shell partnered with local influencers to highlight their eco-initiatives through live performances, workshops and showcases. This collaboration not only elevated Shell's brand but also instilled a sense of shared responsibility in the audience.

Winning the hearts of Gen Z is not about throwing products in their faces. It's about creating experiences that align with their values, innovating with technology, and communicating in a language that they relate to.?