Consumers of Generation Z are proving to be important markets for brands, but marketers need new strategies to forge stronger ties with them.
According to “New research guides marketers in connecting with Gen Z, today’s power-shopper population” by Agility PR, Gen Z’s disposable income in the U.S. last year topped $360 billion, making it one of the most desirable audiences for marketers. Reaching them involves a distinct set of challenges due to the emergence of new technologies and products. However, a purposeful approach focusing on innovation and authenticity might aid firms in forging closer ties with this young consumer group.
Let’s look at a few strategies that marketers can use to upgrade their playbook in order to connect with Generation Z.
Contest the status quo
Gen Z is looking for more creative ways to accomplish tasks. By offering a new mode of payment, firms who offer “Buy Now, Pay Later” (BNPL) services, for instance, are successfully reaching this younger clientele. Paying for things in installments through BNPL has grown in popularity among Gen Zers because many of them grew up seeing their families struggle with credit card debt. Getting people’s attention in innovative ways doesn’t merely refer to marketing a product or service.
The number of Gen Zers entering the workforce is increasing, and so is their disposable income. Marketers must start paying attention immediately to capture their interest and, ultimately, their allegiance. Marketers should think about how this generation shops, the issues that matter most to them, and how their brand might improve their lives. Marketers can successfully turn their Gen Z customers into brand ambassadors by having a solid insight into what younger consumers want.
Exploit user-generated content
Gen Z customers frequently find it challenging to trust big corporations due to constant access to information, especially distressing world events. This explains why they disapprove of companies who engage in self-promotional techniques. Utilizing user-generated material is a successful strategy for getting beyond this obstacle.
For instance, by using a branded hashtag, marketers can urge customers to share their frank opinions about their business. Even their own photos showcasing their company or product are available for sharing. This repository of user-generated material is essentially a testimonial powerhouse that can enhance the reputation and authority of the brand.
Gen Z users may see how others view the brand by sharing such content on social media networks. They can then more easily trust the brand as a result. Additionally, it increases audience participation and aids marketers in forging closer ties with their prospective consumers.
Provide importance and applicability
Online and podcast advertisements were a persistent source of noise for Generation Z. They may be accustomed to a constant stream of information, but it doesn’t necessarily imply they are paying attention. Marketers must use a marketing strategy that is catered to Gen Zers’ interests and priorities if they are to capture their attention.
Marketers must adopt a more customer-centric strategy and take into account how their Gen Z clients’ lives might be improved. This could involve promoting relevant products or exhibiting pertinent brand traits. Also, marketers need to determine what their audience wants and satisfy those needs.