Gen Z consumers don’t know a time before the internet. They are truly digital natives, who have emerged as a key target audience for marketers. Why? Because they wield nearly $100 billion in purchasing power and are estimated to account for as much as 26% of the world’s population. Our proven engagement approach at Culture Kids Group is to create content that resonates with Gen Z’s digital reality, understanding their unique behaviours and preferences.
Understanding Gen Z
Gen Z, born from the late 1990s to early 2010s, are reshaping consumer trends with their unique values and behaviours. This diverse and influential group prioritizes authenticity, social impact, and trust, making these qualities essential in any brand’s marketing strategy. Known for valuing the truth, they are confident in cross-referencing the data, demanding genuine and credible content. Successfully engaging with them means understanding their core values and the digital platforms where they are most active.
The Power of Authentic Content
Gen Z gravitates towards content that feels genuine and relatable. This means moving away from traditional advertising tactics, which often involve professional one-way communication, like TV commercials, print ads, and billboards. These tactics are typically focused on selling a product or service rather than building a genuine connection with the audience. Marketers must embrace a more authentic approach for Gen Z. Learn more about the importance of good content creation in our blog post: The Importance of Good Content Creation in Organic Growth.
Embracing Digital Platforms
TikTok is used by 76% of Gen Z, followed by Snapchat at 58%. To effectively engage with Gen Z on these platforms, brands need to create content that is visually appealing, engaging and shareable. For instance, on TikTok, brands should focus on creating content that builds a sense of community, as the platform is known for its strong community engagement. Similarly, on Snapchat, collaborating with creators is a powerful way to reach Gen Z consumers, given the platform’s focus on connections and community.
Influencer marketing is particularly effective with Gen Z. Partnering with influencers who share your brand’s values and have a genuine connection with their followers can lead to higher engagement and trust. These influencers can affect the purchasing decisions of their audience, too. You can find more about digital marketing trends like influencer marketing in our blog: The Importance of Digital Marketing: Why Every Business Needs a Digital Presence.
Sustainability and Social Responsibility
Gen Z is highly conscious of environmental and social issues. They pay careful attention to the clothes and products they buy, placing a strong emphasis on sustainability as a fundamental aspect of their lifestyle. Brands that demonstrate a commitment to sustainability and social responsibility are more likely to earn their respect and loyalty. Explore how digital marketing is adapting to these values in our article: Consumers Want Sustainability — Is Digital Marketing Keeping Up?
Engaging Gen Z requires a mix of authenticity, digital savviness, and social responsibility. At Culture Kids Group, we’re fluent in the language of Gen Z and can help your brand make meaningful connections with this influential demographic.