Cue Sherice – one of our managed TikTok talent. That’s a huge runway on which brands can build loyalty and establish long-term affinity with the 65 million young men and women within the U.S. that comprise this massive and potentially lucrative consumer group. Gen Z prefers loyalty, authenticity, and brands that have a definite storytelling process. Maybe it’s nostalgic self-care, but Bath and Body Works is popping up all over Gen Z social channels. If you’re a technology-rich workplace, be sure to let that show in your digital footprint—on your site and in social media, and of course, including the hiring process and even onboarding. Target: New store brands tailored for marketing to Gen Z. This summer, Target is launching another three brands in a play to win over one of the most discerning consumer groups of all: Gen-Z and young millennial shoppers aged 13-24. “When we think about Gen-Z, that’s really the future of our business,” said chief marketing officer Rick Gomez. If Snapchat is anything, it’s personal. U by Kotex created a successful branded video series, Carmilla, to educate young Gen Z girls about their periods. Gen Z-ers consider online shopping “a basic life skill just as much as shopping offline,” and “enjoy being served with the utmost convenience”. Few major retailers understand Gen Z’s need for authenticity and value better than Target. ACCA, The Association of Chartered Certified Accountants, certainly had their work cut out for them. If done well, short-form and funny are best bets for this group, and as a best-practice, remember to create videos that make sense both sound-off and -on. Looking to follow suit? Whatever the product or service, brands should aim to develop offerings that are authentic, shareable and social, and add value. And with Gen Z being huge fans of personalisation, the platform serves a unique purpose to its users compared to other social media apps. Six ways brands can relate to Generation Z. Adidas and Stormzy. Embrace a Social-First Strategy. Brands often draw on popular culture to attract an audience, with the worlds of music and sport most typically being used to target youngsters. These influencers' focuses are usually tied to specific and often values-driven topics (free-trade fashion or sustainable food; cruelty-free makeup; specific social justice issues, etc.,) giving them certain street cred and legitimacy—both admirable traits to associate with your brand. Generation Z, also known as Gen Z, is made up of tween through young adults (age 23). As tech-savvy digital natives, Gen Z process and react to things in an entirely different way to other generations. When Zers enjoy your video content, it’s likely they’ll share it with friends. She had the job of creating killer organic content that would help to abolish the stereotype that accountants are boring so that we could get the next ACCA generation engaged with the brand. “Sherice has a reputation as a super high energy TikTokker with over 580,000 followers. Think Polaroid cameras, who over the summer, released a completely new yet still-vintage-cool version of their magical camera in an alternate dimension mashup with the hit Netflix show, ‘Stranger Things.’ Then there’s the mouse-meets-high-fashion of Disney who just announced a collab with Gucci to celebrate the Year of the Mouse. While the series hasn’t posted content recently, it remains a great example of a lightly branded, educational and engaging video series—at last check, season 1 had amassed nearly 29 million views. It’s a hard enough mission engaging Gen Z in the first place, but to encourage those aged between 15-22 to connect with a professional accounting body can seem almost impossible. We wanted to take advantage of Snapchat’s marketing power and invite our influencers to talk about the ACCA qualifications using Snapchat stories. The rise of modern tribes has major implications for brands and marketers. Lesson: Engage with the world around us, making the news digestible and making advertising relatable. In their latest attempt to win over the coveted Generation Z, companies from Uber to Netflix are laughing at themselves in sponsored memes, or funny vignettes, on Instagram. With this in mind, we knew using AR in the form of Snapchat lens’ would create a fun, interactive, and authentic experience for them. As of October 2018, these are the most Popular Generation Z Clothing Brands … Gen Z will experience many changes as they mature, though certain aspects of this generation won’t waver: Namely, they will continue to look for and give their money to brands that align with their needs and values. They want to feel excited, engaged, and most importantly, they crave personalised experiences. According to a Dell Technologies survey of close to 13,000 Gen Zers worldwide, 91% say technology would influence job choice among similar employment offers and 80% aspire to work with cutting-edge technology. According to Business Insider Intelligence, Gen Z holds up to $143 billion in spending power. As the no-doubt most tech-comfortable among among all generations, to hire the best and most talented among them, brands will need to take a tech-first approach. If Snapchat is anything, it’s personal. Tea and scones while writing code, as told by a puppet? Using data to tailor content to fit their preferences will show your Gen Z consumers your brand views them as an individual and cares about what each one wants. For the past several years the spotlight has been on one generation: yes, millennials – the most studied and arguably the most sought after (or talked about) generation by brands and businesses to date. 3 Luxury Brands Targeting Generation Z Consumers Successfully Tag Heuer: Successfully Bridging the Gap between Tradition and Modernity In their #dontcrackunderthepressure campaign, Tag Hueur, a master of Swiss watch finery, reached across the void and grabbed millennials (and to a lesser extent … Gen Z has grown up in the age of data collection and they expect brands to use this data to deliver exactly what they want into their inboxes. The average Gen Z attention span for an ad is around 8 seconds and 62% of them engage with brands that they find “fun or cool”. Generate Loyalty Through Meaningful Interactions. There are plenty of micro influencers around, and you may be surprised to find you have some of your own. For the most part, these sub-brands have taken to changing their formulations to address the desires of young consumers for less … That’s a high percentage, yet it comes with a bit of skepticism. Lesson: Engage this generation with an authentic commitment to diversity, and by acknowledging... Instagram. Generation Z like to feel like a part of something bigger - … “And in the short term, it’s a … When it comes to high-performing brands, purpose is an action, not a declaration. Generation Z is set to make up a huge proportion of the global consumers in just 10 years. Nike. So, it’s out with the old, and in with the new. In 2020, Gen Z will account for 40 percent of all consumers in the US. It was a bit like meeting a TV personality, despite having never met before, we felt like we knew her already. Or perhaps they already have, with brands like TikTok and SnapChat benefiting by targeting … CPG Branding for the Next Generation. For many advertisers, winning a larger share of mind and loyalty from Gen Z and millennials is as critical an objective right now as short-term sales. Millennials; for many brands, this word has become all-encompassing, as Millennials are seen as the generation that is shaping society. In 2020, the oldest among Gen Z will be 24 years old which, for some, means graduating college, and for at least a fifth of them, it means joining the workforce. Here are a few things brand can keep in mind when it comes to marketing to Gen Z in the new year and decade ahead. Fast-forward six years, and come 2026, Gen Z is projected to be the largest consumer population in the US, inching ahead of all other consumer groups, including Millennials, Gen X and Baby Boomers. Just like word-of-mouth referrals from a trusted friend or family member, (82% of Gen Z respondents said they trust their friends and family to give good advice on brands or products), brands should take care to align with influencers that authentically represent and share the same core values. In 2020, brands should consider adding micro-influencers to their mix. First, it’s rolled out two Gen Z-related clothing lines, Wild Fable (for … By aligning with the exciting milestones Gen Z will encounter as they mature, brands can deliver messages and products that grow with Zers over time. An ongoing … This means many of them can now spend money and buy into brands. Whilst older generations may not be as experienced to see through shrewd marketing ploys, Gen Z demand innovation and validity. Like them, they also want their brands to speak out on issues and take a stand. Understanding Gen Z is crucial for brands and retailers. The youngest among Gen Z will still be in elementary school. Z graduates want and expect to work at digitally savvy organizations. Most Gen Z consumers are eager to interact with your brand, but they are also selective and can easily detect “being sold to.” Thus, brands like Nordstrom, Target, and Walmart have begun collaborating with social media stars to create collections, build brand buzz, and get real-time feedback about what’s cool. What’s more, with 90% of 13-24 year olds using the platform, Snapchat influencer content has been a real life-saver for marketers. A 2018 Pew study showed that 85% of teens use YouTube. 02 The Evergreen Promotion. In that same study, while 55% of Gen Zers stated they were more likely to purchase a product or service that an influencer recommends, only 52% of Gen Zers (and 50% of Millennials) said they trust influencers they follow on social media. Once Gen Z marticulates from higher education, they will be on the lookout for employers. In 2020, brands can count on values-driven messages and some tried-and-true delivery mechanisms to reach this powerful and large group of consumers. SNAPCHAT ACTIVATION. A couple of brands are pulling this off. Gen Z is growing up. Safe to say, she smashed it and the results were astounding. The number of followers that typically denotes a micro-influncer is between 10,000 to 100,000 followers. ACCA listened, created a movement, achieved a step-change in their communications, and achieved the unexpected. If your CPG branding efforts have focused solely on Millennials, you're about to fall behind. Yes, please. As a group—both consumer and otherwise—they offer a great deal of promise and hope. Simply maintaining a social media presence is … If your email client doesn’t allow video, you can always include YouTube video clips of gifs. In 2020, the oldest among Gen Z will be 24 years old which, for some, means graduating college, and for at least a fifth of them, it means … By 2020, Gen-Z are set to overtake Millennials as the biggest generation globally. In fact, they already are. Brands such as Netflix, Google & Youtube have done excellent jobs of this, and ACCA have just followed in the same footsteps after achieving Gen Z’s approval in their latest campaign. Getty Images, Google, Target, Oreo, Netflix Take a leaf out of ACCA’s book and sign up for a free consultation with a Gen Z expert below to find out what we can achieve together. Sell experiences, not products. To effectively reach this audience, we knew that activating campaigns on Snapchat and TikTok using a combination of influencer marketing and augmented reality would be optimal. Gen Z were raised in the age of technological advancement. We've written previously on some quick ways to target Gen Z with your content. But today, we’re taking a look at some of the key aspects marketers have taken on when pitching to millennials, and how Gen Z … 5 Brands To Inspire Your Gen Z Marketing Efforts aerie + American Eagle. Shopping with a social conscience One of the most striking statistics from Shoppercentric’s report is that fewer than one in five of Generation Z feel that retailers don’t think they are … Generation Z: A New Generation With New Challenges for Brands Gen Z, Already? Don’t forget email marketing. hbspt.cta._relativeUrls=true;hbspt.cta.load(4000540, 'f032a27c-3a35-47aa-8c26-b2e5edf95178', {}); Black Friday and Cyber Monday are upon us. Review your followers on social media and check out who is posting about your brand often. … Looking to support retention efforts? We created a lens that allowed the user to switch between two filters, one representative of a stereotypical boring accountant and the other, a reflection of the ‘broken down stereotype digitally-savvy’ accountant. Use of video in email marketing campaigns is a great way to make sure your content doesn’t bore visually motivated Zers. Dropbox gets recruitment right with content and format. Here’s how we worked together on these platforms to crack the Gen Z code. That said, when you consider the sheer size of Gen Z and their spending power, brands cannot afford to overlook creating video content. The company also found that Gen Z prefers certain categories, with tech, food brands, and entertainment among them. As with the Millenials that came before them, Gen Z subscribes to influencer channels on social media. The Drum has teamed up with brand intelligence platform, Attest, to host a webinar on what Gen Z expect from brands, and how brands can better understand their unique attributes to connect with them. As noted earlier, the steps taken by Domino's and Nike during previous crises offer powerful examples of how … In 2020, Gen Z will make up 20% of a multigenerational workforce.To attract, engage, and retain Gen Zers as employees, organizations must recognize (and react) to Zers’ complete digital native status. Gen Z kids are those born between 1995 and 2012. Video remains an effective and contagious way to spread the word about your brand with Gen Z. They are frequently the subject of conversation and debate but the biggest questions on marketers lips still seems to be: What do they like and how can I encourage them to connect with my brand? For Gen Z, it is not about the … Seeing as Gen Z are more likely to trust an influencers opinion over a celebrity endorsement, we knew getting our TikTok influencers involved was the way to go. New York: Big brands usually take their ad campaigns very seriously. … Here’s 3 core things you can learn from their recent success. They had to take something perceived by younger generations as dull, boring, elitist and exclusive and transform it into something exciting, impactful, and relevant. This obsession with Gen Z is understandable — after all, this new generation of consumers already are two … As we enter a new year and decade, brands should continue to embrace who Gen Z is, what matters to them, and who they are becoming. But sometimes they don’t. The global pandemic has created a dramatic change in the way consumers shop, but what does your brand need to know about the youngest generations this holiday... Gen Z might be a digital-first generation, but they have an old soul. Generation Z or Gen Z is the … Consider reaching out to them—it’s a pretty safe bet they’ll be happy you slid into their DMs. Wendy’s and Denny’s are two brands that do a great job of tweeting things that are relevant and relatable to Gen Z. Blakley: Another mistake is using influencers the wrong way. We saw a large amount of organic engagement between the influencers and their fans which helped ACCA became a part of their conversation. Here’s how a few of Gen Z’s favorite brands are approaching the holiday deal season. Ybrands surveyed 80,000 young consumers (ages 13-36) annually about their perceptions of 230+ brands across five verticals: fashion/apparel, CPG … 10 Gen Z slang terms explained, When it comes to money, we should all take notes on these Gen Z habits, Every Gen Z stat you could ever ask for, right at your fingertips, Why TikTok is social media's new Gen Z darling, Vibe check: We asked Gen Z how they’re feeling about the holidays. It was easy to see why she attracts such a following.” – ACCA. Consequently, they engage with content that is quick and exciting. They approached us with these core objectives in mind, and luckily, we had just the thing. The results speak for themselves: Gen Z will not settle for traditional run-of-the-mill ads. There’s no doubt about it, Gen Z are a hot topic. As a result, it is crucial for brands and retailers to understand what makes them tick, if they are to survive shifting tastes among their client base.`. Gen Z, the population that is currently 23-years old or younger, is about to make their mark. Gen-Zers are on the radar of Target and Papa John’s, not to mention that of dozens of other industry heavyweights worried about becoming obsolete. Gen Z may be a little young to be waxing wistful, but with all the connections (however impersonal) that social media offers, the opportunity to unite over ‘simpler’ times can be appealing. In fact, combined, about 7 in 10 Gen Z and Millennial consumers report that they follow people on social media who could be considered influencers. And with Gen Z … Over the past year, this global retail giant has gone all-out in making its pitch to younger consumers. In order to win the hearts of Gen Z, they knew that they needed to not only confidently deliver a disruptive brand activation that bolsters relevance with Gen Z but also create content that transcends traditional ad messages. Take a look at IG, and you’ll find tons of love for... Gen Z is growing up. Move aside, millennials: There’s a new generation for marketers to obsess over. 2. Combining social proof with editorial inspiration – the brand is a great example of how to use online content to engage a target market. The last thing you want is a paid or sponsored influencer to say or do something that contradicts what your brand stands for. Gen Z's favorite brands include Google, Netflix, YouTube, Walmart, Target and Dunkin' Donuts. How many followers do they have? There’s Clean & Clear’s C&C line, Shiseido’s Posme, Clarins’ My Clarins and Rodan & Field’s Unblemished, which all target Gen Z and have all popped up in the last year. But a new demographic is creeping onto the scene - Generation Z. Don’t miss out on brand strategy and the top of the funnel. This really resonated with Gen Z. They hosted the videos on KindaTV, a feminist channel on YouTube. Gen Z is used to being marketed to via its favourite influencers – whether it is through Instagram, Snapchat and TikTok ambassadors or YouTubers. The brands that base their corporate missions on these kind and charitable qualities are much more able to earn the trust of this important young demographic. Because apart from Millennials (who are between the age of 22-37), you have another important target audience on the rise that is changing society: Gen Z … What Gen Z want from brands is the new Holy Grail for marketers — you only have to look at the myriad surveys and reports published recently that seek to analyze their preferences and intentions.. Check out this video of puppets giving actual Dropbox employee testimonials. The fever around Generation Z is a perfect example. In 2020, brands can count on values-driven messages and some tried-and-true delivery mechanisms to reach this powerful and large group of consumers. One of the most surprising Gen Z characteristics is their steadfast love for traditions,... 2 Castle Boulevard, Nottingham, NG7 1FB, UK  •  Epworth House, 25 City Road, Shoreditch, London, EC1Y 1AA, Marketing to Gen Z in 2020: What brands should know and expect, a fifth of them, it means joining the workforce, Gen Z holds up to $143 billion in spending power, 2020, Gen Z will make up 20% of a multigenerational workforce, 91% say technology would influence job choice among similar employment offers, 80% aspire to work with cutting-edge technology, video of puppets giving actual Dropbox employee testimonials, 82% of Gen Z respondents said they trust their friends and family to give good advice on brands or products, Disney who just announced a collab with Gucci, How brands are catching Gen Z’s eye this Black Friday, Millennial vs. Gen Z Holiday Spending Predictions in 2020, This Black Friday, Gen Z values shift toward tradition and safety, What’s a yeet? It may feel counterintuitive, but the smaller following size may lend greater credibility among Gen Z consumers. However, this is not completely accurate. Get them involved too. If it isn’t already, customer … Starting at an early age, brands can begin to raise awareness with Zers by taking note of the major milestones they’ll encounter in a relatively short time—starting and graduating college, entering the workforce, growing earnings potential—and marketing to them all along the way. And for Gen Z, simpler, less intense and more ‘old-fashioned’ times can be as recent (gulp, to some of us) as the ‘90s and early ‘00s. Members of Gen Z aren’t interested in hard sells. It’s a hard enough mission engaging Gen Z in the first place, but to encourage those aged between 15-22 to connect with a professional accounting body, take something perceived by younger generations as. Key here it to use visuals in your communications.