The Millennials They may be one of the most avid consumers of ages, but the future of brands will be shaped by Gen Z.
These are the individuals born after 1994. They differ from Generation Y in that they are not alone in a desire to change the world and, unlike their parents, the famous Generation X, do not only intend to accumulate material goods. They are somewhat halfway between idealism and materialism.
They are completely digital, that is, they manage more than one screen at a time, they are self-taught and learn from the Internet, they are creative and since growing up in a difficult economic environment – like the 2008 financial crisis – they have been in the Usually self-sufficient.
“They are young people who are goal-oriented (Top performers), they view their life as a constant level climb (because they grew up playing video games) and they tend to be very reactive to their world, ”said Jennifer Medina, director of innovation and intelligence at Big Foot Research Agency.
not as MillennialsGeneration Z uses social networks to exchange information and likes to use different platforms to generate their own content. And they fully respond to digital marketing strategies.
“Your communication is almost absolutely visual. They are much more conceptual and process images, memes, multimedia and symbols like no other because they believe these media are less likely to misinterpret and include more than just words, “said Jimena León, innovation and intelligence Jr. des analyst Company.
This group, which makes up 25.9 percent of the world’s population, still doesn’t have great purchasing power, but brands need to watch out for them to ensure their persistence in the marketplace.
The experts have listed 4 tips for brands to build a relationship with this generation:
1. Learn the “Z language”
The youth of this generation are more conceptual, use fewer words, are more synthetic, and are heavily image-based. You should experiment with new platforms like Vine or Instagram.
For them, traditional media are not enough, so they require a concerted effort. For example, Coca-Cola did a television commercial linked to Smartphone the audience.
2. Build on them
Generation Z is not interested in brands that just want to emphasize their identity, but in companies that want to be the protagonists. Rather, they want companies to help them solve problems or create their own story. They value tools like applications very much (this is why they are also known as App generation) and they want companies to be with them.
3. Understand that there are other “currencies”
The impact they can have on social media is very important to them. This is known as social currency. Brands that want to reach Gen Z need to help them maintain their social power with sales and apps that will help them stand out.
A prominent case for this point is American Eagle Mexico, which upon arrival sought out influential figures among its followers to be role models.
4. Link them
Generation Z knows that offering a product is not enough because they know other brands are doing the same. They are looking for memorable shopping experiences that will help them do something different. For example, Tom’s shoes won the favor of this group by offering shoes for people in difficult conditions with every purchase.
They are very sensitive to what is happening in their world, but they want to make a change in a practical way. That said, they will not leave activists with Greenpeace-style collectives, but rather buy the brands that donate to the causes they believe in.