Gen Z is taking over the culture. They’re the generation entering the workforce or beginning to start their own businesses, the people beginning to reach financial independence and make their own purchases. So most businesses, at least to some degree, need to be able to reach Gen Z. To fail to do so is to be out of touch and left behind by the trends of the present.
The question is how to market to Gen Z. Here are a few effective Gen Z marketing strategies to try out for your brand.
#1 – Be Authentic. Don’t Be Too Polished
Gen Z prefers authenticity over an ad that makes everything seem perfect and clean. With a rise in awareness of global issues and mental health, Gen Z is well acquainted with the imperfections and mess that comes with daily life. They respond well to brands who don’t try to sugarcoat things, who are authentic and relatable rather than brands that seem to have it all together.
#2 – Have Clear Values and Stick To Them
Gen Z tends to vote with their dollar on issues they’re passionate about. If they find a business that aligns with their values, they’re often willing to spend more money on their products and services. This is why it’s essential to have your brand’s values and mission clear and easy to find on your website. Stick to those values. Engage in community outreach or post about those issues on social media when something relevant comes out.
Gone are the days when taking a neutral stance was the safest way to manage your brand. Gen Z wants to know where their brands stand, because it impacts their purchase choices.
#3 – Take Security Precautions With Collected Data
We’re living in the age of the GDPR, and data privacy and protection is often on the minds of Gen Z consumers shopping online. Gen Z has grown up in the digital age, and might actually be one of the first generations to really read the terms and conditions for the online brands they engage with. They’re also more likely to feel comfortable sharing information with those brands when they know that their data is stored securely and won’t be given to a third party without their permission — or stolen due to poor security.
#4 – Give Your Brand a Personality
Gen Z wants to be able to connect with the brands that they choose. They want to relate to them. So give your brand a distinctive voice. Create a character of your brand. Are they funny and lively? Professional and calm? The voice you choose will depend on the kind of business you have and the target audience you’re looking for. But once you have that personality, make sure that you’re consistent with your brand voice across platforms — from your website to all of your social media.
#5 – Create a Community
Younger consumers love to find a community, an opportunity to make new friends and connect with others. And with social media, it’s never been easier for brands to facilitate those communities. Consider creating a hashtag that your audience can use to create their own posts, be a part of the conversation, and find others within that conversation.
When they form connections and friendships, your brand becomes a part of that narrative. You become the thing that brought them together. And all of the buzz as the community grows will lead back to your brand. You can even reward that community building by creating events or other follow-ups.
#6 – Focus on Visual Content
Especially as X (formerly Twitter) continues to go off the rails, Gen Z is moving towards platforms with more of a focus on visual content. Instagram allows for beautiful aesthetic images or entertaining videos in the form of “reels.” TikTok reigns supreme when it comes to short-form videos. YouTube has also adopted Shorts, even as long-form videos grow in popularity. This visual content is more engaging, entertaining, and can hold Gen Z’s attention more than a block of text.
Find the visual platforms that work best for you and start creating content. These platforms are full of Gen Z consumers who might be perfect for your brand.
#7 – Own Up To Your Mistakes
When brands make a mistake, Gen Z catches onto it quick and spreads the word even quicker. Before the end of the day, you may find yourself “canceled” over one small mistake. This can be frustrating and mortifying, but it’s best not to rise to the urge to argue with the response. Instead, own up to your mistakes, apologize, and promise to do better. As long as you can do this authentically, you will likely be able to bounce back.
