Over the past few years, the digital world and social media have drastically changed how Gen Z communicate and respond, along with their attitudes and expectations from brands.
Here are our top five takeaways from the YMA22 event on Gen Z trends and best practices.
Who exactly are Gen Z?
Gen Z are a unique bunch, they are more resilient and engaged than ever before. They are dreamers who have main character energy and are lifelong learners and drive for personal success. However, Covid has reduced their sphere as they haven't been able to go out, experience life and make new memories. They have had to find this elsewhere and there’s no better place than social media.
The power of authentic storytelling
Did you know 90% of Gen Z say authenticity is most important when deciding which brand they'd like to support? Brands need to rise to the occasion and encourage people to attach their identity to the brand and connect in a meaningful way. This is achieved through showcasing your values and finding like-minded ambassadors who align and lead the way for your brand.
Where do you need to exist?
The funnel is now disrupted and there is no one clear user journey. Gen Z expect your brand to exist on all social channels and be visible when they are ready to purchase. Awareness alone won't help you achieve your goals, you need to be where the audience are educating themselves and making decisions about brands and products.
What do they expect from brands?
Show you genuinely care and demonstrate your support effectively. Brands have a responsibility to empower the next generation by shaping a future that’s more responsible, safer, and filled with authentic experiences.
- 97% want businesses to be involved in solving issues related to their industry
- 88% more likely to buy from a business that puts profits towards good causes
- 82% said they are willing to spend more if the brand shares their concerns
How brands can cut through and add value?
Be true to the channel and adapt content to what customers are used to seeing on each platform. Gen Z's don't want ads, they want entertaining content on something topical and interesting. This will generate an emotional response and leave a lasting impression. Dare to be different. Gen Z are done with rules and they are ready for the next crazy concept and experience.