WINNING THE HEART OF GEN Z

 

Why your marketing become fail to catch the attention and touch the heart of Zen Z?
Your marketing fails to resonate with Gen Z because it lacks authenticity, inclusivity, and purpose-driven messaging. To overcome the fetal problems, a marketer should investigate Gen Z behavior and list of choices to know exactly, how they become influence. What are the things that drive them to make purchasing decisions?
To take a deep dive the questions, this blog examines what matters most to Gen Z, their online habits, and their shopping behaviors to help marketers effectively engage this influential demographic.

 

Gen Z

Born between 1997 and 2012, Generation Z accounts for 28% of the population in Bangladesh. In 2021, Bloomberg, using data from Gen Z Planet, estimated that this group held $400 billion in purchasing power—a figure that has likely increased as more Gen Zers enter the workforce.

 

Gen Z values

Gen Z is a generation with strong opinions about the world and isn’t afraid to express them. They’re recognized for their commitment to social responsibility, political activism, and their demand for authenticity from brands. According to a survey by ICSC and Big Village, 53% of US Gen Zers prioritize mental health support from the brands they shop with, more than any other cause. Environmental issues, including climate change and sustainability, along with racial and gender equity, come in second at 47% each.

“Gen Z recognized for their commitment to social responsibility, political activism, and their demand for authenticity from brands”

While they’re concerned about the environment, as many are still teens or young adults, they are mindful about how they allocate their spending.

 

 

A March 2023 survey shows that Gen Z highly values brand support for sustainability efforts. Their commitment to this cause is driving the growth of the resale market, which EMARKETER predicts will hit $108.64 billion by 2024. According to ThredUP’s Impact Report, 61% of Gen Z shoppers will seek secondhand items before purchasing new ones. Additionally, more than half of them prefer to shop with brands offering both secondhand and new apparel. Fashion resale platforms, such as The RealReal and Poshmark, are expected to see sales reach $13.68 billion in 2024, fueled by Gen Z’s enthusiasm for sustainable fashion.

“Gen Z shoppers will seek secondhand items before purchasing new ones”

 

Gen Z time

Gen Z has fully embraced the integration of media and technology, as highlighted in EMARKETER’s Gen Z Technology and Media Preferences report. Their seamless use of multiple devices allows them to engage in various activities at once, making the type of content more important than the platform they use.
Compared to the general adult population, Gen Z is more likely to list streaming video, streaming music, and playing video games as daily activities, according to a May 2024 Morning Consult survey. Traditional TV and radio are less appealing to this group. In fact, about 94% of Gen Z is expected to stream video in 2023, with YouTube and Netflix being their top choices for free and paid content, respectively.

 

 

However, the vast range of entertainment options has shortened their attention spans. A global study by Yahoo and OMD Worldwide found that it takes just 1.3 seconds for Gen Z to lose interest in ads—faster than any other age group. As a result, branded content needs to capture their attention instantly or risk being overlooked.

“It takes just 1.3 seconds for Gen Z to lose interest in ads—faster than any other age group”

 

Social media and Gen Z

Social media plays a central role in the lives of Gen Z, serving as their primary outlet for sharing thoughts, seeking advice, and staying informed. According to EMARKETER’s July 2023 survey of US teens and adults aged 15 to 26, Instagram is the top choice Gen Z’s for direct messaging, as highlighted in EMARKETER’s Gen Z Social Media Preferences report. Besides messaging, Instagram is also favored for Stories, making it the platform’s most popular feature among this group. However, TikTok is not far behind, with nearly half of Story viewers having watched them on TikTok in the past month.

For short-form video content, TikTok remains the leading platform for Gen Z, with the majority of respondents naming it their go-to. However, nearly half also engage with Instagram Reels and YouTube Shorts, showing that Gen Z prefers using a variety of platforms for this content. When it comes to long-form videos, YouTube takes the lead, though TikTok is quickly gaining ground as it tests 15-minute videos. In the realm of livestreaming, TikTok outperforms Instagram among Gen Z users, but YouTube still holds the top spot overall. Across all platforms, authenticity is crucial for capturing Gen Z’s attention.

 

Gen Z preference of media considering content type

“Gen Z is very direct,” noted Megan Brophy, vice president of marketing at Abercrombie & Fitch, at The Lead Innovation Summit in July 2023. “They value transparency, realness, and authenticity.” Brophy also pointed out that advertising to Gen Z can seem “messy” and “chaotic” due to these preferences. Abercrombie & Fitch’s strategy aligns with this by working with influencers who already wear their clothing, resonating with Gen Z’s desire for genuine, relatable recommendations.

Gen Z’s discover and buy

Gen Z consumers primarily discover and purchase products through social media and influencer marketing, although traditional channels like in-store shopping and e-commerce also influence their buying habits, according to EMARKETER’s Gen Z’s Path to Purchase report.

Social media is a key discovery tool for products, especially in categories like beauty, clothing, and personal care, as noted in EMARKETER’s survey. While TikTok and Instagram are their preferred platforms for finding new products, Gen Z also relies on in-store shopping and recommendations from friends and family.
Unlike older generations, Gen Z is more inclined to explore products directly on brand websites rather than through third-party retail sites or apps. They tend to make more cautious purchasing decisions and are less prone to impulse buying.

“Gen Z is more inclined to explore products directly on brand websites rather than through third-party retail sites or apps.”

Despite the strong influence of digital platforms, Gen Z still values in-store purchases, even in categories where social media has a significant role in discovery. TikTok and Instagram lead the way in social commerce, as they offer easy access to user reviews and comments, making them popular platforms for online shopping, as shown in EMARKETER’s July 2023 US Gen Z Social Media survey.

Flush Your Ex – A Case Study

Who Gives A Crap‘s Valentine’s Day toilet paper campaign cleverly tapped into the brand’s eco-friendly ethos and strong connection with Gen Z. Known for its witty, creative marketing, the brand seamlessly promotes sustainable choices while supporting sanitation and hygiene charities.

 

 

Earlier this year, they launched a quirky Valentine’s campaign, inviting consumers to send in old love letters to be transformed into recycled “Flush Your Ex” toilet paper. This campaign perfectly demonstrated how brands can leverage creative, disruptive marketing during key seasonal moments to engage audiences, drive action towards social responsibility, and showcase their products and values.

 

Key behaviors of Gen Z

Marketers should take the Gen Z behavior in consideration. Here is the key behaviors of Gen Z.

• Preference for Authenticity: They value genuine, transparent communication from brands and are quick to dismiss inauthentic messages.
• Socially Conscious: Gen Z is highly aware of social, environmental, and political issues and expects brands to take a stand on these matters.
• Digital Natives: Growing up with technology, they seamlessly integrate multiple devices into their daily lives and prefer digital communication.
• Short Attention Spans: With a multitude of content available, Gen Z often loses interest in ads within 1.3 seconds, making concise messaging essential.
• Diverse Influences: They draw inspiration from a wide array of sources, including social media, influencers, and peer recommendations.
• Preference for Video Content: Gen Z favors short-form video platforms like TikTok and Instagram Reels for entertainment and product discovery.
• Cautious Consumers: They tend to research extensively before making purchases, preferring to explore brand websites over third-party retailers.
• Support for Sustainability: Many Gen Zers prioritize brands that demonstrate commitment to environmental sustainability and ethical practices.
• Engagement with Influencers: They trust influencers for product recommendations, valuing relatability and authenticity over celebrity endorsements.
• Community-Oriented: They seek connection and community, often engaging in conversations and collaborations online around shared interests and values.

 

Winning the heart of Gen Z

To win the hearts of Gen Z, marketers must prioritize authenticity, inclusivity, and purpose-driven messaging. This generation values transparency and social responsibility, so brands should align their values with those of Gen Z, showcasing support for mental health, environmental sustainability, and social justice.
To effectively engage Gen Z, marketers must prioritize authenticity, inclusivity, and social responsibility. By understanding their values, online behaviors, and shopping preferences, brands can create meaningful connections and foster loyalty, ultimately transforming their marketing strategies to resonate with this influential generation and drive purchasing decisions.
We, AD65 can help brands connect with Gen Z by leveraging authentic storytelling, engaging digital experiences, and social impact initiatives, fostering trust and loyalty through shared values and community involvement.