There’s more to marketing to Gen Z than making a sale.
The generation that came of age between 1996 and 2010 is thrifty and interested in brands that “keep it authentic.”
They are the ones responsible for starting a lot of the craze on TikTok, Instagram Reels, and other platforms, so it’s safe to say they’re imaginative and fearless. And they have to be dealt with in a somewhat different manner than their millennial colleagues.
And in 2023, how do you best interact with this Gen Z market? Detailed explanations are provided below.
Who Are Gen Z?
Gen Z is the most racially and ethnically diverse generation in history, and they have a combined buying power of over $140B. They are also young, digitally smart, and socially conscious.
These “digital natives,” or those who have grown up with cellphones, the internet, and social media, are more loyal to businesses that have established clear principles, are inclusive, and have a robust online community.
Co-founder of PRZM Liz Toney claims that millennials are “driving spending, behind some of the major behavioural and cultural transformations that we witness today,” and that their actions will have lasting consequences.
The year 2023 is a good time to begin planning for this younger generation if you haven’t already done so.
Reaching out to the Gen Z demographic and producing content that will resonate with them doesn’t have to mean abandoning your present clientele.
5 Tactics for Reaching Millennials in 2023
If you want to reach out to today’s digital natives, you should keep the following five tips in mind:
- Set Your Goals & Values in Stone
- Maintain Honesty and Responsibility.
- Do some soul searching and give your brand a character.
- Put on a Show
- Create a Neighborhood
1. Set Your Goals & Values in Stone
Defining your brand’s beliefs and purpose is essential before targeting the millennial generation. Why?
“We are far more likely to vote with our dollars and feel a brand’s values are a reflection of our own,” says Larry Milstein, a Gen Z specialist (and a member of Gen Z himself!).
The following are examples of themes that are important to the millennial generation’s next-generation successors:
Liberties for the LGBTQ+ community Sixty percent of millennials believe that same-sex couples should be entitled to adopt.
Diversity: Sixty percent of millennials believe that more racial and cultural diversity benefits society.
70% of millennials shop from firms they believe to be ethical because of their commitment to social responsibility.
The underwear market is undergoing a radical transformation thanks to Parade’s emphasis on body acceptance and diversity.
Not only does their material mainstream things like stretch marks and body hair, but they also promote LGBTQ+ rights and the decriminalisation of sex work through their outspokenness.
Parade is able to stand out from competitors and connect with millennials because it has strong core beliefs that it stands for.
The lesson? Reaching out to Generation Z requires you to first establish and clearly communicate your brand’s principles.
2. Maintain Honesty and Responsibility.
The next stage in attracting millennials and Generation Z customers is to be open and honest about your processes and admit when you made mistakes.
Research is something that Generation Z does without hesitation. They’ll investigate a company thoroughly by checking up their online presence (website, social media, and reviews).
When deciding which brands to purchase, faith in the brand is second only to cost. Brands have fallen flat on their faces because they have failed to live up to the expectations they set, as Larry says.
Following the 2020 online resurrection of the Black Lives Matter movement, the cosmetics company Cocokind declared that, going forward, they will publish a report detailing the racial and ethnic composition of their staff so that their community could hold them accountable:
To appeal to members of Generation Z, your company’s internal and exterior cultures should have the same ideals. Nonetheless, it is not sufficient to merely cast and collaborate with people with varied creative backgrounds and spheres of influence. As Larry points out, “it needs to be incorporated into the fabric of the brand.”
3. Do some soul searching and give your brand a character.
Throw out the millennials’ ideal of carefully tailored content if you want to connect with and engage Generation Z. No more understated branding; today’s Generation Z consumers seek for companies with attitude. Be bold and cause a stir!
Starface is a company that makes and sells acne concealers; their website and social media are decorated with plenty of cheery yellow stars and cheerful smiles. They’ve had a lot of success with a marketing approach that uses humour and silliness to sell the company’s wares.
TikTok videos featuring their beauty routines, entertaining makeovers, and catchy music have earned them over a million fans.
Larry gives the example of the Crocs and KFC relationship as a way for more established firms to appeal to a younger demographic:
4. Put on a Show
People born in the 2000s, known as Generation Z, are masters at information filtering. People today only have around eight seconds of focus before they go on to anything else.
To get people to pay attention, it helps to provide some form of amusement.
Larry argues that the cosmetics company Fenty Beauty has successfully accomplished this with their material on both TikTok and Instagram Reels. Fenty Beauty is able to promote its goods in an approachable manner by producing entertaining and brief lessons starring a wide range of beauty influencers and producers.
5. Create a Neighborhood
It’s crucial to your marketing plan targeting Generation Z to create a digital community.
Generation Z is the most socially isolated cohort in the United States, and its members are eager to find opportunities for interaction and friendship.
Brands may play a role in encouraging genuine interaction, but this extends beyond partnering with celebrities. What is it? Find genuine people who can provide value to your brand’s platform and represent its ideals.
Find people you believe can serve as ambassadors and connect into their networks in a way that seems less transactional and more real, advises Larry. “It may be a creative, an artist, a thought-leader, or an activist.”
Getting input from millennials and generation z customers while developing new products or recognising long-term customers are two more ways to grow your fan base and strengthen brand loyalty.