How brands can reach Generation Z

Generation Z, sometimes called ‘Zoomers’, refers to the generation of people born between 1997 and 2015 (although the exact dates are debatable). From their youth, they have been brought up in the internet age, always having access to technology and the web, for them it is second nature and it’s why they are often dubbed ‘digital natives’.

They also live a lot slower than generations before them. They are less likely to have children, they are more concerned with sustainability and the environment, are more likely to engage in current political issues, and Gen Z are more in touch with their physical and mental health than previous generations.

Gen Z’s hyperfixation on technology means that they’re playing a big part in how brands are engaging online, and their values and motivations are a huge influence on how brands communicate and operate in this era.

While Gen Z and their predecessors, Millennials, do share some similar traits, it’s clear that Gen Z do have some big motivators that distinguish them. While this list is not exhaustive, it does cover some of the top priorities for this generation –

We use this term often when describing Gen Z, but it is at the top of the list. Gen Z were brought up with smartphones, they live on the internet.

Social media is a big part of their lives, with some platforms being favourable over others – Facebook is seen as a ‘Boomer’ or ‘Millenial’ app, whereas Gen Z are more enticed by TikTok, Snapchat and Instagram. However, Facebook’s acquisition of Instagram has given rise to a drop-off of younger users.

Likely brands they use as a digital service includes streaming services (Netflix, DIsney+, Prime Video...), food delivery services (Deliveroo, Uber Eats, Just Eat…), travel services (Airbnb, Uber …) and

Gen Z are also likely to engage with online influencers – celebrities who display a more genuine personality.

Typically, Gen Z are more likely to open up about their mental health, and are advocates for prioritising mental and physical health in general. Brands have emerged that Gen Z engage with for the betterment of their mental health, such as Headspace and Betterhelp.

As well as this, Gen Z are an active bunch, advocating for a healthy lifestyle, hydrating, exercising and keeping fit. A body positive approach, centred around feeling better and having a healthy relationship with the body and mind.

Gen Z are often coined as the ‘woke generation’, typically meaning that they are vocal and engaged with current political culture.

Usually this surrounds social injustice and fighting for equal rights for everyone, especially focussed on race, gender, class and sexuality.

Brands can toe a fine line when it comes to performative activism and engaging sincerely. Gen Z wants brands to be genuine, so will engage when they can see real allyship.

Aligning with their motivations, there are a lot of different values we could propose that Gen Z hold highest, but we’ll stick with 3 primary values that brands should focus on:

• Authenticity
  Number one on the priority list – Gen Z wants to engage with brands that are open and honest. They can see through manipulative sales techniques that often plagued millennial facing brands previously, and are more likely to engage with brands who communicate with transparency.
  
• Sustainability
  Gen Z are concerned about the environment and socio economic factors that corporations have an influence on. They want to consume ethically, and will be more likely to engage with brands that operate in a more sustainable way.
  
• Inclusion
  Gen Z are one of the most diverse groups racially and ethnically, as well as this they are more empowered in their gender identity and sexuality. They want brands to cater to their diverse audience authentically and with purpose. Performative activism won’t cut it.
  

Gen Z now holds huge spending power in the market, so it’s important for brands to understand who they are and how to connect with them. Their brand loyalty is more fleeting than previous generations, so companies have to keep a keen eye on their audience and what they’re looking for.