Develop Digital Branding Strategy for Gen Z Consumer
Generation Z, born between 1996 and 2010, accounts for 40 percent of U.S. consumers and will become the largest consumer group in the U.S. by 2026, with a spending power of over $140 billion. According to PRZM co-founder Liz Toney, “They’re driving spending, are behind some of the largest behavioral and cultural shifts that we see today, and are also making decisions that will affect us for years to come.” If you haven’t started thinking about Gen Zs for your brand, you should start now.
What should you know about Gen Z?
Gen Zs have grown up with smartphones, the Internet, and social media are young, tech-savvy, and socially-minded. Meanwhile, data on the Index’s top ten community brands suggests that Gen Zer view themselves and their peers through the lens of communities and interest-, lifestyle- and values-based communities in particular. “Younger millennials and gen Zers are increasingly shaping their own sense of who they are not by where they grew up and who they grew up with, but by the digital communities, they have chosen to belong to. And that’s a big shift,” says Andy Bateman, Sid Lee’s U.S. CEO. Gen Zs’ purchasing behaviour is also influenced by their sense of community belonging. They choose businesses “with a background — rather than brands merely because they’re interesting,” as Bateman points out. When Gen Zs choose a brand, they look for brands that share their values and belong to the same community.
Accordingly, to connect with Gen Z consumers, brands should engage with young consumers in authentic, human-focused ways rather than only broadcasting their own story. How to participate with the Gen Zs’ community and communicate with them are what brands should think about. The secret is the brands’ personality should be authentic and inclusive. What’s more, as Gen Zs are tech natives, digital media are the perfect place for brands to show their brand personality to Gen Zs.
Here are some tips for building a brand personality on the digital platforms
- Establish a clear vision and mission which may get interested from Gen Z
- Create great content and engage with your audience on social media
- Use Influencer Smartly
Establish a clear vision and mission which may get interested from Gen Z
Gen Z is more likely to respond to brands that share similar values. If your visions and missions are more closely tied to topics that most Gen Z care about, it will be simpler for you to connect with them.
LGBTQ, diversity, social responsibility, and sustainability are just a few of Gen Z’s subjects.
Create great content and interact with your audience on social media
Gen Zs are adept at using social media, spending an average of 4.5 hours a day on the platforms and enjoying the content they provide. As a result, creating great content on social media with a consistent brand image is beneficial. One thing to keep in mind is that the brand should generate content compatible with the brand identity and the social media platforms. Various social media networks serve distinct purposes. Instagram, for example, is best for posting photos, but Tik Tok is ideal for creating short video stories.
Make Effective Use of Influencers
Influencers will act as outstanding brand ambassadors if the brand chooses them based on their personality. Influencers’ personalities serve to improve the brand image. Influencer help brands communicate with Gen Z consumers.
Conclusion
Marketers need to adopt a new marketing approach to gain more Gen Z consumers. Be authentic, and using social media smartly enable Gen Z to engage with your brand.
Reference
https://later.com/blog/gen-z-marketing/
https://nrf.com/blog/how-gen-z-driving-future-retail
https://www.hallaminternet.com/marketing-to-generation-z/
