As Gen Z (1997-2012) continues to set the standards for current marketplace and cultural trends, you should try to follow what direction they’re going with their brand choices. They tend to opt for more online-based content, of course, but they also gravitate toward businesses that offer some community. They like to belong to a certain brand that speaks to them and keeps them up to date with their latest products, deals, and social media posts.
With all this in mind, it would be good for business to take a less corporate approach to marketing to Gen Z. Not that you should alter your image completely and bring your reach down, but you should try to create some personal relationship with your customers, include everybody, and cater to their interests.
Make your brand friendly and relatable and encourage people to participate. You can build an online community by offering some innovative options for customers on your webpage: signing up for memberships, submitting community designs, voting on product drops, and offering limited-edition deals like collaborations and content campaigns. It’s also important to maintain your social media presence on multiple platforms: Facebook, Instagram, Snapchat, TikTok, LinkedIn, and so on.
Make your community specific to your brand and stay aware of subcultures and internet trends (like memes, for example). Use humor and be self-aware of how silly advertisements can be. Avoid cliché corporate jargon in your marketing and use more conversational writing. Be funny and creative. Gen Z appreciates a unique and independent approach to advertising.
They also appreciate inclusivity. Make sure to carefully emphasize your identity in the marketplace. You can share your company values with the public, but practice what you preach. If you project a comfortable, friendly brand, then you should want your customers to feel that way when they go to your store—whether in person or online. Be transparent and go into detail on your website about the reasons for costs, ethical sourcing, reviews, comparisons, etc.
Gen Z cares more about who makes their favorite products, instead of a vague corporate entity that gives poor customer service and simply follows the money goes without thinking about what people really want. Make your marketing approach stand out but try not to focus too much on competing with other brands. Be yourself and people will react the way that you want them to.
