The digital age is already here, and this means we live halfway between the real world and the parallel life we’ve almost unconsciously built online. Social media, media outlets, cloud-based work, telecommunications… Generation Z, also known as "Gen Z," knows a lot about this, as they were born into the digital wave. This group has become a key demographic for brands, as they are the buyers of the future. But given the high level of competition across all sectors, it’s essential to know which values to activate and how to communicate them to capture the interest of these young consumers.
For example, due to the rise of ecommerce, transparency and trust are essential to captivate this demanding audience, and there are several strategies to achieve this that we’ll look at below. If you’re passionate about marketing and want to stay up to date, don’t stop reading!
Just as it happens with people, we are drawn to authentic brands with a personality that stands out and helps us stand apart from others. We like them to be approachable and communicate directly, showing their true selves and values. For example, if a brand is environmentally responsible, we want to see that reflected in its image; or if another stands out for its luxury, we want it to make us feel special and unique when we buy it.
However, this not only appeals to Gen Z but also generates solid sales and long-term loyalty in other audiences seeking brand commitment. Honesty in communication and consistency in the customer experience are the path to success in a world where trust is the most valuable asset.
Marketing and the way companies communicate have evolved significantly for several reasons, including the digital revolution, the rise of social media, the multiverse of formats, creative trends, new consumer habits, and the growing importance of corporate social responsibility.
Generation Z has had a major impact on marketing trends and differs in several key aspects from marketing strategies of past years. Today, it’s not just about product quality or competitive pricing — values that accompany both the brand and the product are what make the difference. These are some of the fundamental factors that have influenced marketing geared toward Gen Z:
Full digitalization of communication: Gen Z has grown up in a digital environment, leading to the rise of online marketing, social media, and native advertising on platforms such as Instagram and TikTok.
Authentic and visual content: Gen Z consumers value authenticity and respond better to visual content, such as videos and live streams, rather than traditional marketing messages.
Participation and co-creation: Gen Z expects to be part of a brand’s story and to participate in decision-making through polls and customization options.
Social causes: this generation deeply cares about social and environmental issues, prompting brands to embrace sustainable values and practices in their marketing strategies.
Flawless user experience: Gen Z is demanding when it comes to user experience on websites and apps, driving a focus on simple navigation and fast loading times.
Increase in online and mobile purchases: this generation frequently shops online and via mobile devices, driving brands to optimize websites and apps for mobile use.
Influencers and micro-influencers: influencers play a key role in marketing targeted at Gen Z, as they trust recommendations from peers and figures they follow on social media.
Data privacy: Gen Z is more aware of data privacy, leading to tighter regulations and an increased emphasis on data transparency from companies.
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