Knowing The ABCs Of Gen Z: How To Advertise To A Younger Demographic

Group of multi-ethnic friends taking selfie on smart phone. Happy men and women are standing on street. They are wearing casuals in city.
SHARE
THIS



Despite the fact Gen Z now makes up around 32 per cent of the global population, many marketers are still unsure about the best way to reach this young audience. Chatting with B&T ahead of her appearance at Pause Fest in Melbourne next February, WGSN senior editor, insights, Sarah Owen gave us her tips on Gen Z.

As a trend forecaster, Owen’s job is all about knowing what the future holds. And while there is never an exact way to do this, statistics show us that Gen Z – those born between 1995 and 2015 – will soon be the dominant consumer.

This means there is a big reward on offer for those brands that are able to crack the code of Gen Z.

So what’s the secret?

“Uniqueness is a priority for Gen Z,” says Owen. “For Gen Z, there’s more emphasis during adolescence on creating their own path, whether that means building new educational systems or their own personal brands.

“Gen Z wants to reframe outdated social constructs and create new ones. Brands that do the same will resonate with them.

“They sway towards brands that celebrate self-expression and empowerment. They don’t want brands that cater to everyone, they want brands that cater to the individual. Brands that foster to one-to-one relationships, or what we call “brandships” are able to establish more meaningful connections with consumers.”

Owen’s advice to marketers looking to reach Gen Z is literally to “leave behind the old marketing rulebook”.

Purpose and Diversity matter

Unlike previous generations, ethnic diversity is in the social fabric of Gen Z. The current “population tsunami” means this generation is poised to be the largest ever.

“Gen Z are the most ethnically diverse generation in history, and so difference doesn’t scare them as it may have in the past,” says Owen.

“They are civically engaged and use online platforms to communicate and organise, while ensuring their daily activities bring them purpose. Gen Z use their spare time to educate themselves, speak out about inclusivity, diversity and the environment.”

It is also essential for brands to know their purpose, says Owen.

“For Gen Z, brands should make sure they recognise that purpose isn’t a marketing tool, it’s a long-term company commitment; a commitment to your brand values. Increasingly, young consumers want brands to stand for something larger than themselves,” she says.

“All the stats point towards their being a decrease in trust in institutions and government, and the demand for brands to step up to the plate is crucial to reaching Gen Z.”

So Who’s doing it right?

With so many subtleties to take into consideration when speaking to Gen Z, it is no surprise that there are only a select few brands currently nailing it.

“Brands that foster to one-to-one relationships, or what we call “brandships” are able to establish more meaningful connections with consumers,” says Owen.

Some examples of such brands are Australian beauty brand Fluff, Rihanna’s beauty company Fenty and gender-neutral retail store Phluid Project.

To hear more from Owen, click here get your tickets to Pause Fest 2020 today.

 

 

Please login with linkedin to comment

diversity Gen Z Purpose

Latest News

Eyeota Enhances Reach And Targeting Precision For RDA Research
  • Marketing

Eyeota Enhances Reach And Targeting Precision For RDA Research

Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby
  • Media

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby

Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad
  • Campaigns
  • Technology

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad

Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]

Agency Icon Sweeps The SABRE Awards
  • Marketing
  • Media

Agency Icon Sweeps The SABRE Awards

Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]

Former Agency Execs Launch Car Service Summon
  • Marketing
  • Media

Former Agency Execs Launch Car Service Summon

Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]