It’s worthwhile for any business to understand how the youngest generation is changing the way we purchase consumer goods. Gen Z refers to those born between 1996 and 2010. By 2020, this generation will command 40% of all consumer shopping. That means businesses need to start viewing their branding and marketing to this newer generation a bit differently.
1. Individual Identity:
Gen Z is all about cool, unique products and edgy campaigns that highlight individuality. A perfect example? Think popular beauty and lifestyle brand, Glossier. If you take a look at their website and instagram profile, you’ll see how well they have branded the concept of individuality and authenticity.
The company tagline reads: “Beauty inspired by real life. Glossier is a new approach to beauty. It’s about fun and freedom and being OK with yourself today.” Glossier takes the approach of highlighting your natural features, rather than masking your imperfections--a new and unique concept for the beauty industry.
From the company messaging to social media photos, Glossier stands for individuality and minimalism—featuring all age groups, genders, and ethnicities to promote an all inclusive brand identity. With over 2.4 million followers, Glossier is a proven successful brand that honed in on the youngest generation, Gen Z.
2. Technology:
60% of Gen Z shoppers won’t use apps or websites that load slowly or are difficult to navigate. This means your website should be easy to use and provide a seamless shopping experience to your user. This is important for all consumers— not just Gen Z. It is important to make the transaction process as easy as possible. It’s safe to say that the annoyance of a slow loading website is universal so make sure yours is up to date!
3. Branding:
Authenticity in your brand is key to gaining trust in Gen Z consumers.
“This generation does not trust advertising and communications must be authentic and your brand trustworthy. They tend to gravitate towards testimonials by their peers and influencer marketing. They will identify with an influencer they like with similar values and interests, motivating them to make a purchase” says one B2C article.
This Gen Z value is changing how all consumers view influencer marketing. The thought of paying an influencer with 100k followers to endorse your brand is starting to vanish. In general, consumers tend to pay more attention to closer connections—for example, Instagram personas with 5,000 to 20,000 followers. People in general want a real connection, they want to be able to trust the person selling the product, then they are more apt to purchase
4. Social Issues:
It’s no coincidence that Prada has just signed what’s known as the first business loan in the luxury goods sector aimed to help the environment. Other big retail companies have also been diving into better sustainability practices including Burberry, H&M, and Nike, but is this due to Gen Z?
Studies show that younger consumers are seriously concerned with social and environmental causes. Another great example of this shift in branding is Nike’s 2018 Colin Kirkpatrick campaign. Nike’s marketing campaign pushed controversy using the public figure who took a stand against social issues. Since the campaign, the results have paid off— Nike has pushed revenue and gained an in with the largest consumer audience, Gen Z.
What Can Entrepreneurs Learn From Gen Z Consumers?
There are a few takeaways that business owners and entrepreneurs can learn from Gen Z as the soon to be largest consumer market. The most important being: stay true to your brand.