The future of brands is written with Z. Generation Z also known as Gen Z, iGen or postmillennial, will soon become the largest cohort of consumers—and brands who want a piece of this opportunity will need to understand their tendencies and expectations.
Gen Zers are different from older generations, because they are the first consumers to have grown up wholly in the digital era. They’re tech-savvy and mobile-first—and they have high standards for how they spend their time online.
Branding and Gen Z have a complex relationship. And understanding the preferences and behavior of this demographic is crucial for brands & businesses looking to appeal to this group of consumers.
Gen Z is the term used to refer to individuals born between 1997 and 2012, making them the youngest generation in the market today.
This group of consumers grew up with the internet, smartphones, and social media, and as a result, they have a strong preference for digital experiences and platforms.
To connect with Gen Z consumers, businesses must create an authentic and transparent brand identity that aligns with the values of this demographic.
Brands communicate to Gen Z in different ways. Here are some of the ways and reasons why brands communicate with Gen Z:
Authenticity: Gen Z values authenticity and transparency from brands. They want to see brands that are genuine, relatable, and have a purpose beyond profit.
Personalization: Gen Z expects from brands personalized experiences. They want brands to understand their individual needs and preferences and provide tailored solutions.
Diversity and Inclusion: Gen Z values diversity in all its forms, including race, ethnicity, gender, sexuality, religion, and ability. They are committed to creating a more inclusive and equitable world and are vocal about their beliefs and values. As one of the most populated generations, Gen Z is the most diverse generation in history, and they expect brands to reflect that diversity.
Visual Communication: Gen Z is a visually-driven generation, and brands that use visual content such as images, videos, and infographics can capture their attention.
Social Media: Gen Z is the first generation to grow up with social media as an integral part of their daily lives. Therefore, brands utilize social media platforms such as TikTok, Instagram, and Snapchat to reach and engage with this audience.
In summary, Gen Z’s relationship with branding is complex, but businesses that prioritize authenticity, transparency, personalization, great design and diversity in their branding efforts are more likely to succeed.
Some adults at TOTEM Branding, believe that young people are wrong. And we do not stop to think that perhaps the world we are heading to is very different from the one we envision. And that maybe Gen Z is more accurate about the future than we are. Time will tell.
Source: Morning Consult “Gen Z Favorite Brands 2022”.
