Do This to Appeal to Gen Z
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If you ask someone who isn't a member of Generation Z what they think of Gen Zers, you'll receive a variety of responses. As a research marketer, I've heard some of the strangest, most hilarious, and — to be honest — most terrifying depictions about Gen Zers from individuals who aren't their age group.
Many of my marketing colleagues believe that Gen Zers (also known as Zoomers) are the most difficult and fickle generation to sell to because of their short attention spans, which may be exacerbated by the availability of technology. When questioned, I've also had test group members claim that some items wouldn't appeal to Gen Zers because they wouldn't comprehend them (one of those products was a high-powered blender... Hey, I warned you that some of the responses were bizarre).
The truth is that when it comes to marketing tactics and concepts, Gen Zers need a different approach. Things that were unimportant to earlier generations are now crucial to Gen Zers. Here are three things your company has to do to appeal to Generation Z.
It must be able to be shared
The product must be able to be shared. If no part of a product can be shared on social media, it will not appeal to Generation Z. To put it another way, there must be something about your brand that the Zoomer thinks will improve their social standing if they share it on social media.
A brand must be "Gram Worthy" in order to really appeal to Gen Z. This implies it's considered cool enough to post on Instagram.
It needs to be something that is considered to be a status booster if shared on social media, whether it's a humorous ad, a delicious-looking dinner, or a well-designed basketball sneaker.
"In order for a social moment to win, it must give your consumers a bit of social capital, something they'd be proud to share at a party because only someone as dialed in as them would know about these things," authors and former Yum! Brands CEO Greg Creed and current Yum! Brands CMO Ken Muench wrote in their book R.E.D Marketing.
It's critical to keep this concept at the forefront of every marketing meeting if you want to appeal to Gen Zers in a fresh way.
It has to be unique
The beauty of a fantastic product is that it isn't for everyone. When it comes to Gen Z, this is especially true.
They're much more likely to develop an affection for goods that are tailored to their preferences and interests, allowing them to claim ownership.
Despite what the title of this article suggests, Gen Zers are not a homogeneous group. They are not all interested in the same topics.
They also do not have the same set of beliefs. The overwhelming majority of Zoomers, on the other hand, like being a member of certain groups.
It's preferable if the group is more exclusive. This reasoning applies to all generations of customers, although I'd argue Gen Zers are five times more likely than the norm.
As a result, it's critical for you to aggressively claim and embrace your brand's specialty as a brand manager. Brands who don't surrender and remain in their lane are admired by Gen Zers.
Consider a fast food chain that is renowned for selling roast beef sandwiches attempting to capitalize on the vegan craze in order to cater to Generation Z. To do this, the brand introduces vegetarian burgers to its menu.
Because a genuine vegan would never be found at a fast food restaurant whose tagline is "We Have The Meats," the business would lose credibility across the board with both meat-loving Gen Zers and the vegan Gen Zers they're trying to market to.
Consistency is key
Your brand must be very consistent in order to appeal to Gen Zers over a long period of time. That's because once Gen Zers fall in love with your business, they're more inclined to tell their friends about it.
This implies they've put their social equity in the brand, which is just as important to them as — if not more valuable than — cash.
Your brand should be consistent with the material you previously created, which prompted people to share it in the first place. I often associate marketing with music. Consider your brand's consistency in comparison to that of pop artist Adele.
Adele is one of the best-selling musicians in the world, and her new album is much anticipated (as a fan, I'm excited to hear it). However, if her next album's first single is a dance tune produced by Pharrell Williams, you can bet that many of her fans will be dissatisfied (the song would probably sound great though).
That's because Adele's followers have come to anticipate ballads from her since that's what she's consistently given over the years — and it's what her fans have staked their social capital on when they share her music with their friends. Adele's failure is a loss for them. They have a vested stake in her victory.
That implies she must be constant in her sharing in order to fulfill their expectations.
The same reasoning applies to brand marketing. You won't lose your partner if you stick to what brought you to the dance in the first place.