How to build a brand that Gen-Z loves?
Who has some newfound serious buying power? It’s Generation Z! They are emerging as a dominant force that brands can't afford to overlook. This generation (born between the mid-1990s and early 2010s) is shaping the future of marketing with their distinct values, behaviours, and preferences. They will keep your brand feeling young and fresh! Let’s explore the key values of Generation Z (aka “Zoomers”) and provide practical tips on how to market to this dynamic group.
Who’s currently top of the class?
Nike, Glossier, and Netflix. They resonate strongly with Generation Z because of their brand core values.
Nike consistently champions social justice through impactful campaigns like "Dream Crazy", featuring athletes who have overcome adversity and now advocate for change.
Above: Dream Crazy campaign by Wieden+Kennedy
Netflix captures Gen Z’s attention by delivering personalised content and supporting diverse voices through its original (and quirky) programming. Gen Z enjoys watching streaming services because they can consume exactly what they want when they want.
Above: Olivia Rodrigo for Glossier
Glossier, with its community-driven approach, taps into Gen Z’s desire for authenticity and inclusivity, offering products that celebrate diverse beauty. Their celebrity partnership with musician, Olivia Rodrigo, was a particular success. The 2022 “You Look Good” strategy featured Rodrigo (A-list “Zoomer”) as the face of the campaign. She was Glossier’s first celebrity partner and one who feels fresh and relevant,
These brands succeed by being genuine, inclusive, and socially conscious, making them favourites among this influential generation.
Do your values align?
The values form the foundation of any brand. This (alongside your mission and vision) is where you need to begin. It’s time to strategise: what core values can you consider for your brand? Do any of the following align with your business’ essence?
Authenticity: Gen Z craves authenticity in all aspects of life. They can spot inauthenticity from a mile away, whether it's in brand messaging, influencer endorsements, or product quality. They value brands that are transparent, honest, and true to their mission.
Diversity and Inclusion: Inclusivity is not just a buzzword for Gen Z; it's a priority. This generation is the most diverse yet, and they expect brands to reflect that diversity in their marketing, product offerings, and company culture.
Social Responsibility: Gen Z is deeply concerned about social and environmental issues. They are more likely to support brands that take a stand on important issues, whether it's climate change, social justice, or ethical sourcing.
Digital Natives: Growing up in a digital-first world, Gen Z is highly tech-savvy. They expect seamless digital experiences, whether they're shopping online, interacting with brands on social media, or exploring new technologies like AR and VR. It comes naturally.
Personalisation: Gen Z expects a personalised experience from the brands they engage with. They appreciate when brands use data to tailor their content, offers, and interactions to their individual preferences and behaviours. The key is to make them feel seen and understood as individuals; not just another customer.
Your brand identity and communications then need to reflect your chosen values so everything feels aligned. If you truly believe in your values, the creative process becomes intuitive. Your brand lives, breathes and speaks it. It makes sense to you and the audience. They form trust with you.
Generation Z represents the future of consumer culture, and their influence will only continue to grow. By understanding their values and preferences, you can create brand and marketing strategies that resonate with this powerful demographic. Remember, the key to building a lasting relationship with Gen Z is to be authentic, inclusive, socially responsible, and digitally savvy.
At Buttercrumble, we specialise in crafting young-at-heart campaigns and designs that connect with Gen Z on a deeper level. Let's work together to create something truly memorable.
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