Understanding and Marketing to the Gen Z Market

As the oldest members of Generation Z reach adulthood, marketers are beginning to pay attention to this important demographic group. Born between 1995 and 2010, Gen Zers are true digital natives who have grown up with the internet, social media, and mobile technologies. They are a diverse group, with different backgrounds, experiences, and perspectives. And they are already having a major impact on the world around them. In fact, in the US, Gen Zers are expected to make up 40% of all consumers by 2020. So, what does this mean for marketers? It means it’s time to start thinking about how to market to Generation Z if companies want to successfully tap this generation of consumers.

What is Gen Z?

As a business owner, it’s important to understand the newest generation of consumers – Gen Z. Born between 1995 and 2010, this group of young people has already begun to make their mark on the world. So what makes them tick? What do they want from a company? And how can you appeal to them?

When it comes to Gen Z, there is no one-size-fits-all approach. This is a diverse group with different backgrounds, experiences, and perspectives. So, it’s important to take the time to understand the unique needs and wants of this group. There are a few key things that make Gen Z unique. For one, they are true digital natives. They can’t remember a time before the internet and social media, and this has had a huge impact on their lives. They are used to having constant access to information and entertainment, and they expect companies to be just as accessible. In this blog, we list the ways in which brands can start marketing to Gen Zers. 

How can brands reach Gen Zs? 

1. Establish unique, authentic branding 

Generation Z is very savvy when it comes to advertising and marketing.  They can spot a fake a mile away. Only 53% of Gen Zers believe brands are authentic, meaning brands have to work to create brand personalities that are fresh and original. So, it’s important to be authentic when marketing to this group. This means being transparent, honest, and genuine. It also means using marketing messages that are relevant and relatable.

2. Strive to be mission-oriented

Across APAC, Gen Zers state that they prefer to consume sustainably, choosing environmentally-friendly products, organic food and sustainable fashion. It’s therefore important for brands to understand what their mission, vision and purpose are with a thorough brand strategy. Brands can use their reach to be a vehicle for change, speaking up against social injustice and raising awareness about environmental issues, for example. They can also be purposeful about their supply chain choices, choosing to work with suppliers and logistics companies that champion sustainability. Again, these efforts need to be authentic.

3. Leverage social commerce 

97% of Gen Z consumers in the US name social media as their number one choice for shopping inspiration. They are more likely to look for products and complete a purchase directly on a social media platform than any other generation. Social commerce provides its users with a seamless shopping experience, from browsing to checking out. It also personalises the experience through the use of algorithms that track preferences and buyer history, curating products that appeal to the buyer. Gen Zers relish the social commerce experience, and brands can stand to benefit by integrating this into their marketing strategy. 

4. Create engaging content

Generation Z is a visually-oriented generation. They are drawn to things that are creative and visually appealing. So, it’s important to be creative when marketing to this group. This means using visually-appealing design elements, like photos, videos, and infographics. It also means using creative storytelling techniques to capture the attention of this group. Ensure your social media strategy incorporates platforms that allow you to create and post videos easily. Using TikTok or Instagram Stories can help your brand craft bite-sized videos that delight, entertain and inspire. To fulfil the need for instant gratification of the Gen Z customer, incorporating interactive content can prove to be successful. For example, using the polls or slides feature on Instagram allows consumers to feel involved. 

5. Create infotainment

‘Infotainment’ is content that is a mix of information and entertainment. By creating content that offers consumers information about your products and services in a light, fun way, you can garner the support of Gen Zers. Let’s take, for example, you’re selling yoghurt. By creating short videos on how to make simple yoghurt smoothies while providing information about the nutritional value of your yoghurt, you can showcase your product in a subtle way. You achieve two things at once: you entertain and advertise your product.

Engage Gen Zers successfully by partnering with BDSA

BDSA is a branding and marketing agency based in Singapore offering services such as social media marketing. We are adept at understanding the Gen Z market and helping your company market to them. We also assist in helping you apply for EDG’s SME marketing grantFind out more now.

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