Group of Gen-Z girls with mobile devices – Image Courtesy of Pexels
As customers, the younger generation is harder to deal with. But you can appeal your brand towards Gen-Z by identifying with the values they hold most dear. Here are some examples.
Define Your Voice and Story
The look and feel of your brand are more than just a catchy logo. It also has a voice. To find your brand’s voice:
- Think about your own personality and that of your brand.
- Try to understand your customers.
- Find out who you’re trying to sell to, the things that they value, and how they like to be talked to.
For example, Jcunicorn, an online jewelry and clothing store, has built its brand around being young and unique. As a result, they connect well with the people they want to reach.
Appeal to Social Responsibility
It’s not sufficient for your new brand to help people in general. You must also stand for a cause and work toward long-term change. This is more than just doing what is right. For example, your brand needs to get involved in social movements to get Gen-Z’s attention. Your company will need to take a stand on something and say what it thinks. But you must be prepared to lose customers who don’t believe what you do about a revolutionary movement like climate change.
Market Well to Appeal Your Brand Towards Gen-Z
Using modern marketing methods, you can keep track of and analyze data about each customer. So, your ads become much more than just ways to make money. You can learn a lot about a specific group of people by looking at data such as clicks, shares, and likes. Gen-Z likes short-form marketing, eye-catching visual content, and being able to interact with what they see. Interactivity is a great way to learn about how people feel about a product or brand in real-time.
Be as Transparent as Possible
Millennials who grew up with the Internet tend to trust the web, social and mobile platforms the most. But this isn’t true for Generation Z. Gen-Z has grown up in an age of fake news and advertising on social media. So they are more likely to be suspicious of traditional online advertising. Because they know that testimonials and reviews can be faked and used to make money, Gen-Z customers are more likely to buy a product or service based on word of mouth.
Offer a Tailored Experience
Some brands make shopping experiences for customers that are unique to them based on their habits and preferences. The “Share a Coke” campaign is a perfect example of this. In this campaign, Coca-Cola changed its famous logo to common names. The aim was to get individuals to seek out their own drink and share it with friends. It worked because Coca-Cola knows that individualization is important to Gen-Z, who see themselves more as brand partners.
The way that companies try to reach out to young people is changing. To appeal your brand towards Gen-Z, you need a relatable story, modern marketing, and the ability to customize.