The digital age is already here and this means that we live between the real world and the parallel life that, almost without being aware, we have forged for ourselves on the internet. Social networks, media, jobs in the cloud, telecommunications… Generation Z, known as “Gen Z” knows a lot about this, and it was born immersed in the digital wave. Let’s say that this group has become a key demographic group for brands , since they are the future buyers. But given the high competition that exists in all sectors, it is necessary to know what values to activate and how to communicate them to capture the interest of these young buyers.
For example, due to the rise of ecommerce, transparency and trust are essential to captivate this very demanding audience, and to do this, there are several strategies that we will see below in this post. If you are passionate about marketing and want to be up to date, be sure to read us!
As with people, we are attracted to authentic brands, whose personality is different and is capable of differentiating us from the rest. We like that they are close and that they communicate directly , showing their true self and values. For example, if a brand is ecologically responsible, we want to see it reflected in its image; or if, for example, another stands out for its luxury, we want it to make us feel special and unique when purchasing it.
However, this not only appeals to Gen Z, but also generates solid sales and long-lasting loyalty among other audiences seeking engagement from brands. Honesty in communication and consistency in customer experience are the path to success in a world where trust is the most valuable asset.
Marketing and how companies communicate is one of the business areas that has changed the most and evolved the most for various reasons, including the digital revolution, the rise of social networks, the multiverse of formats, the creative trends, new consumer habits and the importance that has recently been given to corporate social responsibility.
Generation Z has had a very significant impact on marketing trends and differs in several key aspects from marketing from a few years ago. It is no longer just the quality of the product or a competitive price that is sought, but rather values that accompany both the brand and the product are being promoted so that they provide something new compared to the competition. These are some fundamental factors that have influenced marketing aimed at Gen Z:
Total digitalization of communication: Gen Z has grown up in a digital environment, which has led to the rise of online marketing, social networks and native advertising on platforms such as Instagram and TikTok.
Authentic and visual content: Gen Z consumers value authenticity and respond well to visual content, such as videos and live streams, more than traditional marketing messages.
Participation and co-creation: Gen Z expects to be part of the brand narrative and participate in decision-making through surveys and personalization options.
Social Causes: This generation cares deeply about social and environmental issues, which has driven brands to embrace sustainable values and practices in their marketing strategies.
Seamless user experience: Gen Z is demanding when it comes to user experience on websites and apps, which has led to a focus on easy navigation and loading speed.
Online and mobile shopping on the rise: This generation makes frequent online and mobile purchases, which has driven the optimization of websites and apps for mobile devices.
Influencers and micro-influencers: Influencers play a key role in marketing to Gen Z, as they rely on recommendations from peers and figures they follow on social media.
Data Privacy: Gen Z is more aware of data privacy, which has led to increased regulation and an emphasis on data transparency by companies.
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