Every brand dedicated to young people is wondering how to connect with the cool kids from the block. Marketing for Generation Z is much more than simply selling a product. It is important for them to connect with the brand and to be accessible and realistic.
Like all young people, they are creative, daring and create trends that others follow. Whether they’re creating content on TikTok, Instagram, or some third-party platform, they know how to stand out. They expect the same from the brands they buy.
That’s why it’s important to give them a comprehensive package, which includes beautiful design (we know how to design for this young generation), the right strategy, and the value they’re looking for. And which strategies work best with Zoomers, read the rest of the blog.
5 Marketing Strategies for Gen Z that will bring results in 2023.
In order to better connect with the generation of digital experts, you should implement the following 5 strategies:
- Values and mission in the foreground,
- Be a transparent and responsible brand,
- Clearly communicate your brand personality,
- Be fun,
- Build a community.
Clearly defined values and mission
Before they even start thinking about buying a product or service, Zoomers will pay attention to the brand’s values and mission. Why is that so? They believe that brand values correspond to their values and that the community will value them by brands they wear and use.
Topics that matter to them:
- Social responsibility, which is why 70% of Zoomers buy from companies whose mission is focused on a better society,
- Diversity, and that’s why 60% of Zoomers accept diversity in all its forms,
- Feminism, because 75% of Zoomers, men as well as women, have accepted feminist inscriptions on everything and are happy to buy and wear them,
- Ecology and climate change, due to which 55% of Zoomers are aware of the need to buy sustainable brands.
What does it mean for your brand? If Zoomers are your target audience, then you should clearly communicate your brand’s mission and values. They will appreciate you more if you are on the path of sustainability than if you use plastic packaging. Also, they will appreciate your inclusion in certain social events and will call for changes when you do not advertise in important situations.
Transparency and accountability
The next step for the brand is to be accountable and transparent. This means it is important to admit mistakes if the brand makes them, and set standards that can be met.
It often happens that the communication of the brand goes in the direction of superior products and services, but that is not the case in reality. And then, when it happens the customer is dissatisfied, there is a problem when the customer publishes it publicaly. The customer claims that he/she bought a low-quality product, and the brand finds justifications for itself.
Gen Z appreciates when a brand admits a mistake, because then they see it as “one of us.” They can relate to it, because they make mistakes every day. It is precisely this imperfection that attracts people. It’s just important to be open when you make a mistake and admit it, not to make excuses.
A strong and bold brand personality
If you want to connect with Zoomers and understand Gen Z, then it’s best to forget about perfection. Curated, planned and aesthetically perfect content, which millennials love, is not something that will appeal to this generation.
No more sleekness and minimalism – Zoomers love bold and loud brands. They must have a strong voice and demand attention. In addition, a strong brand personality means a brand with an attitude that knows exactly who it is addressing and who it wants with it. Same as Zoomers – both of them choose a company.
Fun above everything else
Finally, we have come to a strategy, which after applying all these previous ones, brings excellent results. Zoomers just love to be entertained, and brands should know that the best way is to get someone’s attention.
There we encounter a minor problem. Zoomers don’t have a very long attention span, so you only have eight seconds to present your brand to them. Before they keep scrolling your brand needs to grab their attention.
And who entertains them better than influencers? They follow their fun tutorials, and they also like to learn from their videos, the videos that reveal them some secrets like the ones for makeup, hair styling, etc. bring special value to them.
Digital community
Previously, we mentioned community building in our blog about marketing trends for 2023 dedicated to brands that appeal to Generation Z. In that blog post, we mentioned the networks for building such communities.
Now we want to emphasize why being together and building like-minded groups is important for a brand. As you already know, Generation Z was born at a time when the Internet and mobile phones already existed. Their communication takes place almost exclusively over the phone. They hang out on social networks, make friends and establish contacts there.
Brands can be the ones who will put certain topics in the focus of young people and direct their communication to those topics. Instead of a brand producing content on a specific topic themselves, they can outsource it to influencers. That way, the rest of their peers will also be able to identify with the brand and participate in the creation of content, which they enjoy immensely.
Choose your brand ambassadors carefully, because they will show others both their values and yours. You want someone who understands your brand values and fits them perfectly.
Titans understand Generation Z
If you need help creating a brand strategy targeting Generation Z, we’re here for you. Contact us and our brand experts will shape a strategy that will best connect your brand with young customers and make it recognizable on the market.
