Keeping up with Gen Z
The changing face of consumer culture
Date
June, 2024
Author
Sophie J. Barnes
Gen Z has officially come of age: they’ve graduated from the ranks of young grasshoppers and are now fully fledged professionals who’ve entered the workforce with a vengeance. What’s more: they represent 26% of the world’s population and, by 2030, will account for 30% of the global workforce. As their subsequent spending power and market influence revolutionises consumer culture in dynamic new ways, brands are having to reshape their approach to marketing.
source: Vogue Business / Depop
Gen Z experienced an unprecedented adolescence marked by three pivotal moments: the climate crisis, the global pandemic and the age of technology. Its oldest members were born just shy of a decade before the release of the first iPhone and its youngest are about as old as Instagram. It’s fair to say that their experiences, much like their consumer preferences, are wholly unique.
As the first true digitally native, tech-savvy generation, Gen Z has disrupted the traditional marketing funnel, blurring the path to purchase and reimagining the marketing landscape. This disruption is a continual loop as opposed to the traditional ‘funnel’, with successful brands impacting consumers at every touchpoint.
Authenticity
Above all else, Gen Z values authenticity, and they can sniff out disingenuous commercialism in an instant. The key is to be real. Gen Z isn’t interested in the tried-and-true advertising tactics that worked for their parents. Instead, they’re seeking brands that speak to their own sense of self; they see brands as an extension of their self expression and an opportunity for individualism through consumer culture.
Gen Z is more interested in your brand story than their older counterparts: they want to know your why (i.e. why you do what you do) as much as your what (i.e. what you do or what you sell). They’re well known for their strong aversion to inequality and are vocal advocates for diversity, inclusion and sustainability initiatives. From a branding perspective, this means they’ll pay particular attention to your ethos and are seeking relatable brand stories that align with their own values.
From a content perspective, brands should be prioritising things like educational content, strategies to enhance user-generated content, and showcasing real stories, testimonials and authentic brand reviews to build trust. Ultimately, the search for the truth is at the heart of Gen Z's consumer quest and as digital natives, they don’t leave any stone unturned.
Diversity and inclusion
Gen Z experienced an unprecedented adolescence marked by three pivotal moments: the climate If there’s one thing we’ve learnt about Gen Z, it’s that they don’t shy away from holding brands accountable. From Balenciaga’s epic 2022 cancellation for posing child models with plushies dressed in BDSM-inspired outfits (yikes) to Urban Outfitters’ 2020 cancellation for ties to cultural appropriation, the examples of Gen Z-led brand cancellations are endless.
In essence, Gen Z is seeking brands that hold themselves and others to higher ethical standards. This includes marketing campaigns that showcase diversity in all its forms, the amplification of minority voices, proof of sustainability efforts through efficient packaging and minimal waste, and transparency across supply chains.
When marketing to Gen Z, you’ll want to prioritise authenticity, transparency and social responsibility. And while Gen Z might have a preference for conscious brands, they’re also a discerning group: if campaigns come across as too commercially driven, they’ll know about it, regardless of how heavily you highlight your stance on social and environmental awareness. The key is to be relatable, honest and authentic in how you present and communicate key social and environmental issues. If, for example, your brand still has a way to go in terms of lowering carbon emissions, be upfront about it rather than sugar-coating your environmental footprint in corporate jargon.
Community
As a generation that came of age during the pandemic, Gen Z is no stranger to loneliness. According to the Cigna US Loneliness Index, Gen Z is the world’s loneliest generation. As a result, Gen Z relies on digital spaces to create and maintain a feeling of connection. And this extends to their favourite brands: a study by Vogue Business found that 54% of Gen Z’s favourite brands are those that make them feel like they’re part of a community.
The best way brands can foster community connection is to create ‘brand universes’ that are accessible across all digital touchpoints. In short: having a digital omnipresence is a must. From creating TikTok content to posting Instagram reels and developing Snapchat filters, Gen Z expects their favourite brands to be active and available across all platforms, at all times.
Brand stories should connect to Gen Z values, inviting them into a universe of like-minded individuals to form a community shaped by relatable, inspiring content. The most effective brands are those that sell more than just a product – they’re selling community through authenticity. Beyond highlighting products and the latest drops, content should be about entertainment, participation and connection.
Brands are expected to operate in a more reciprocal nature to earn consumer loyalty from the Gen Z crowd. Long gone are the days of simply showcasing beautiful products – this generation expects brands to win them over again and again with new, innovative brand stories, interactive content and by being ever-relevant.
source: Miu Miu
Inspiration
Luckily for us, there’s a wealth of information on Gen Z preferences. As a generation that largely lives online, the data available to brands and marketers is unlike anything we’ve seen before. From their favourite styles to their desires, likes and dislikes, we’ve got all the data we need to create hyper-personalised, localised and targeted content that caters to their every whim.
And what’s better: social media remains Gen Z's primary source of inspiration for fashion and beauty purchases. From celebrity-inspired looks to the latest microtrends, the social sphere allows brands to tap into the hype and create content and campaigns accordingly. According to Vogue Business, 77 percent of Gen Zs use social media to source style inspiration on a monthly basis, and they’re 11 percent more likely to do this than any other generation.
But beware: it isn’t simply a process of serving Gen Z ‘cool’ content according to their fantastically-refined algorithms: Gen Z is not an impulse-purchase generation. Rather, they’re inclined to research brands intensively before making a purchase. This brings us back to the importance of authenticity, user-generated content and peer reviews to garner trust. Gen Z will use social media as a tool to deep dive into your brand’s trustworthiness – relying heavily on the experiences of others to inform their purchasing decisions.
Exploration
Gen Z is a price and value-driven group. Their process is one of exploration: they’re busy carrying out extensive research and comparing product prices across Google and Amazon, browsing the comment section of your posts to see what their peers are saying about you, and they’re even creating Pinterest mood boards to visualise their seasonal wardrobe. In fact, according to Vogue Business, 70 percent of Gen Z will only trust a brand after carrying out their own research.
They’ll keep their eye on products and wait for a sale period before purchasing and are keen to join loyalty programmes to make the most of tangible rewards, offers and promotions. Alongside their online exploration, they’ll seek out in-store experiences, relevance and newness while browsing, and are eager to discover the latest trends. Brands need to be prepared to meet consumers at every stage of their explorative journey – connecting across platforms and creating content that engages, feels authentic, and invites consumers into a universe built on a premise of connection and relatability.
