Is Gen Z the toughest consumer group to market to yet?
The answer to that question depends on the brand, it’s product and mindset. With each new generation of consumers, established brands find themselves challenged to connect with a new collective mindset. However, there are always new players in every category that are born of the same generation who are effortlessly accepted by the new consumers, as they naturally share the same way of thinking and behaving.
Gen Z are the generation to follow the millennials, and if marketers thought millennials were tough to connect with, Gen Z will not make life any easier. Gen Z consumers range in age from 4 to 21, with the target range for marketers lieing between the ages of 13 and 21.
Online consumer trend site PSFK has produced a very detailed and rich report called; Forecast Z which has established a set of guidelines to help brands wishing to connect with Gen Z consumers.
Here are five takeaways from the report to help brands get their head around marketing to Gen Z.
01. Define your brand muse
Define your purpose and values, fly the flag and stick to them.
02. Build an open platform
Be open to collaboration. Let go of the reigns and invite your consumers to take ownership.
03. Design with the human in mind
Design all of your brand interactions to be human centered and intuitive.
04. Deliver entertaining content with an educational foundation
Create socially-aware content that is high value, artistic and engaging.
05. Align your digital and physical communities
This generation like none before see their digital and physical worlds, friendships and brand interactions as one and the same. Your brand experiences need to be seamlessly integrated in the same way.
David is the founder of Truly Deeply, a brand agency with 25 years experience working with brands to position them for growth. His deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. David has extensive experience working with corporate, retail, food & beverage and entrepreneurial clients. Find out more here
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