In part one of this two-part series, I focused on making each interaction appealing to Generation Z; it’s important to make every post and point of interaction fun, human, succinct and worth the time. Now, I will focus more broadly on ways a brand can effectively gain Gen Z support.
Be interactive.This is more than just making a social media page or a clickable ad. This is about creating a community around your brand. According to Barkley’s “Getting to Know Gen Z” report, Gen Z are more preoccupied with creating their outward brand than any recorded generation. We want everything we say, do and buy to reflect who we are. Using brand personality and loyalty, successful Gen Z marketers make their audience a part of their brand. Not only do we want to be heard and understood, we want the power to participate.
Do Us a Flavor with Lays
Express Yourself with Voxi
Be Socially Active. Generation Z likes to take a stand and make our voices heard. We see this in everything from the survivors of the Marjory Stoneman Douglas Shooting in Parkland to the racial issues of Starbucks. DoSomething Strategic found that 53% of Gen Z buy products to support a cause and 40% stop buying from or boycott brands based on social issues.
Until We Belong Airbnb Campaign
Be a Listener. Generation Z doesn’t take kindly to being ignored or mistreated. We buy from brands that listen to our concerns and create client focused programs. We like to be heard, but there must be change attached to that. We need to know we are heard but also what will be done about it.
McDonalds Happy Meal
Be Smart About it. While Gen Z loves a good social cause, it has got to be genuine. We are insulted by brands that play at doing good or standing for something just for profit. Be real, be genuine but still do good.
Tylenol #HowWeFamily Campaign
Be interactive, socially active, a listener and smart about it. We want to root for our brands and to feel connected with them through social media, shared causes, true teamwork and authenticity. When it comes to Gen Z the more honest the better. Not only do we want to see you, but we want you to see us.
Learn more about Gen Z by checking out one of Jeff Fromm’s Forbes articles: Getting to Know Gen Z: How the Pivotal Generation is Different From Millennials