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GENERATION Z
Keys steps to successfully communicating with Gen Z consumers
By our News Team | 2022
It’s a young and growing consumer audience that knows what it wants from brands – so it’s vital to speak their language.
Gen Z has grown up with social media and on-demand entertainment and their influence over what’s cool, trending and important shouldn’t be underestimated, says Desirée Gullan, Executive Creative Director at Africa-based agency, G&G Digital.
Gullan adds that we are already seeing the impact Gen Zs have when it comes to brand selection, online behaviour and customer engagement. She lists several key steps for communicating successfully with this audience:
Photo by Picha from Pexels
1. Keep it short and simple
Gen Z enjoys visual content and loves creating short-form videos themselves. Brands should do the same.
Include short-form, fun and entertaining videos into your marketing strategy and make sure they are not too polished and ‘stuck up’. Make them real and authentic — more like user-generated content without striving for perfection.
2. Mobile only
Gen Z’s digital-first lifestyle and proficiency with electronic devices make online messaging and texting their go-to.
They appreciate the unfussy design that messaging platforms – like Facebook Messenger and WhatsApp – get right.
Use real and simple language, as well as fast responses, and your brand will have what it takes to communicate effectively with impatient Gen Zs.
3. Tell it like it is
Unlike previous generations, Gen Z is not brand loyal and their purchasing decisions are cemented by their communities.
When Gen Z doesn’t like a service or product, they’ll share their opinions on social media. Thankfully, the same applies to positive brand experiences. Incentivise them to review their experiences of your brand and you can increase your brand’s reach and influence substantially.
4. They’re socially responsible
Gen Z is more aware of their environment than previous generations.
Because they can access so much more information, they’re more aware of social, political and economic challenges – all of which influence their purchasing decisions. Create campaigns that have a positive impact on the environment, society, economy, or the individual via their personal development.
5. Protect their privacy
Make it easy to opt-in or out of your marketing communications.
Gen Z prefers to solicit brand engagement and not have it forced on them. Nothing makes Gen Z unfollow a brand faster than too much information.
6. Don’t let regulations restrict creativity
Although regulations can restrict how you engage with Gen Z, there’s still much opportunity to have fun, be creative and think out of the chat box.
Understand the regulations and focus on what you can do and do that well. Always aim to resonate rather than sell, and do so with flair, fun and creativity.
“As the oldest Gen Z is now entering the workforce, marketers should not ignore their importance and influence. They’ll soon earn their own money and spend it on brands that resonate,” notes Gullan.
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