MARKETING
Those brands that will be able to decode Gen Z (born 1996 – 2015) consumers and tailor services, products, user experience & marketing campaigns meeting Gen Zers needs will become market leaders minimum for the next decade. Gen Z is a true challenge for old-timers as they think, live and act completely differently. They live between digital and physical real-life worlds, with the minimal distinction between the two.
For example, check out this data:
- 96% of Gen Z own a smartphone
- 76% of Gen Zers say they discover brands via Instagram
- 71% of their entertainment consumption is streaming
- 68% of videos are watched every day by the average Gen Zer
- 60% use social media almost constantly with 9 hours average time Gen Z spends online every day
- 60% say they use social media content to get a response from others
- 56% of teens can tell whether a brand is for them based on their social media accounts
- 55% are more comfortable connecting with people online than in person
- 16% of Gen Z are less likely to be influenced by celebrities
The turbulent and multidimensional lifestyles of Gen Z will define trends for the next decade:
- They live between digital (URL) and physical real life (IRL) worlds, with the minimal distinction between the two. This “phygital” duality of physical and digital creates tensions for Gen Z to navigate and shapes their consumerism. The brands that resonate and win will be the brands that help them find their way.
- Gen Z is culturally agile, self-educated and highly all-inclusive, and although two polar-opposite segments exist in this generation – the competitive, follower-focused and style-driven Gen Me, and the collaborative, feelings-focused and belief-driven Gen We – its open, fluid nature means that this cohort can move between Me and We effortlessly, sometimes unconsciously, and often contradictorily.
- Their IRL world is viewed through a URL filter, so they care less about distinguishing between the two, aligning the value and social kudos of their digital assets with what they own in real life. Brands that understand and authentically act on this will open up a wealth of opportunities to connect with this “phygital” cohort in both spaces.
- Radical Inclusivity: Gen Z defies generalization and values diversity in all forms. Social media provides greater exposure to conversations about gender fluidity, positioning this cohort at the forefront of radical inclusivity as they reject gender-conforming attitudes.
- Gen Z prizes brands that offer moments of calm, sensorial experiences and products that support their physical, mental and emotional well-being, especially if they also appeal to this cohort’s strong beliefs in protest and activism, positive messaging, sustainability and inclusivity.
- The Digital Wellness Space: as increased digital pressures elevate issues such as loneliness and ‘selfie esteem’ into high-priority concerns, holistic wellness becomes increasingly important for Gen Z. They crave moments of calm, and actively seek out brands that go out of their way to offer support in an emotionally complex world.
- Purpose to Purchase: this is more of a lifestyle decision than a trend for this generation. The purchasing pathways of these educated, eco-conscious shoppers are directly determined by ethical practices and messaging, and they strongly believe that a brand must take responsibility for both its social and environmental impact.
- URL Convenience to IRL Experience: picture-sharing apps, such as Instagram in the West, and Weibo and WeChat in China, are Gen Z’s most widely used social media platforms. They use them to educate and influence each other, as well as research, discover and transact. Shopping directly from social media will become increasingly important, as these consumers demand that real-world shopping is as frictionless as online.
Looks very opportunistic and quite challenging, right?
Puzzled how to adjust your brand development strategy to cater to the needs of Gen Z consumers? Contact STRATEGIZZE team to get an in-depth market analysis, build a solid marketing strategy to skyrocket your business.
