How a brand appeals to each generation is focusing on the latest generation: generation Z. Gen Z Branding directs its efforts to those who were born between 1997 and 2010. So, the youngest member is 8 years old, and the oldest around 20, and this is why this generation is so important. Above all, the last generation always has the highest expectations of what they demand from a brand.

 

If you look at the 20-year-old members of generation Z, they already have purchasing power. Almost 44 trillion dollars, by the end of 2020, they will account for 40% of consumers worldwide. That’s the generation that “blinks-shares-laughs-forgets.” When they discover something, they play with it for a while and then forget it, it goes out of their minds. Also, they very fast, are technology gurus. They are the first population group to know a world where internet access was already a reality.

 

Ben Harms, from Archrival, states: “to connect with Gen Z customer brands should engage with them through social media.” He explains brands need to come across as genuine interactions with clients, as well as supportive of the overall cause. As a result, your business needs to create activations and marketing campaigns as soon as it’s possible. Let’s get down to business!

 

Gen Z Branding: keys to understanding them

To learn more about them, we will focus on their five particular characteristics:

1. They are digital natives. They have some key characteristics:

• Simultaneous use of four screens.
• Eight-second attention span.
• Visual communicators.

2. They are ‘realistic’ Entrepreneurs. They have seen millennials face a competitive world of work. Thus they have adopted the attitude that they are going to have to work harder to achieve success. Also, Gen Z branding keeps in mind they take charge of their own lives. And they are faithful to real people.
3. They have a compromising demeanor. Gen Z believes in the purpose of brands, and brands that are authentic at their core. Besides, they want authentic brands from the beginning. Gen Z branding keeps in mind they look for brands that motivate them to impact the world. Likewise, they live and breathe social problems.
4. They are social ‘wallflowers.’ 92% have a fingerprint on some social networks. Gen Z is more aware of privacy and takes great care of its brand.
5. They like experiences. They save to gain those experiences in the future, later in life. Almost 12% of them are already saving for their retirement. Gen Z is very focused on the future. They prefer the usefulness and quality of the products over the brand.

 

“In the time you’ve spent the last couple of years trying to understand younger consumers, those younger consumers have grown up. They’re participating in the market. And they’re changing it.”
(Taken from “How the Best Global Brands Connect with Gen Z,”  2019)

 

Golden Rules of Gen Z branding

We detail some Golden Rules of Gen Z branding. Brands must take these into consideration to connect with their future consumers. Read on:

• Communicate with fluency and simultaneity on different media, such as:

1. Smartphones
2. Tablets
3. Laptops
4. TV

• Tell them the story in 8 seconds or less. In other words: don’t beat around the bushes.
• Use video and visual communications. Snapchat and YouTube are perfect channels to attract and keep them. That’s why Gen Z branding needs simplicity, visual concepts that they can understand.
• Empower and give your consumers an active role on their path to success. Gen Z is not your consumer, there also your competition. So, they publish content every day. Attracts more visits than the big brands create. Above all, a brand wants to involve them and go with them along the way. It needs to empower them.
• Make sure your narrative is realistic. They prefer to see real people in the ads, like influencers and content generators.

 

Gen Z branding considers to involve them in social issues

Generation Z participates in the fight against social problems. Moreover, don’t forget about inclusion. Members of Gen Z are open-minded, focused on integration, and accepting of everyone. Besides, they have a clear focus on diversity and gender equality. And your brands should be too!

 

Keep in mind that your business doesn’t talk to them, talk with them. In short, Gen Z branding has to get involved in the conversation. On the other hand, they celebrate individualism. They use platforms like Musical.ly, because it provides them with creative ways to express themselves through music videos.

 

Gen Z thinks long term. Although they are still very young, they want brands to speak to them like adults about adult issues. For instance, when discussing your offering, highlight quality, and value. As a result, if they consider that your offer is valuable in economic terms, they buy it.

 

The challenge for Gen Z branding is enormous. Change the way you communicate, the channels, the focus of your branding. In conclusion, those that first adapt to future consumers are the favorites for generation Z.

 

Something more to say about Gen Z branding? Be free to share it with us in the comment section below.