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How Gen Zs Are Changing the World of Marketing
Date: FEBRUARY 15, 2023 • CATEGORY: Marketing
5 mins read
Generation Z, those who were born between 1996 and 2009 – also known as the most influential and progressive out of all the previous generations. They don’t just have a massive influence on political, social, and environmental aspects but also in the world of marketing.
How can we say this? Just look at those trending posts on social media platforms wherein Gen Z’s were voicing out their opinions regarding brands – either calling out their problematic side or praising them for being a good brand.
Influence of Gen Zs in Marketing
Ever heard or read the word #Boycott, well, that’s Gen Z doing the thing of making problematic brands take responsibility for their actions. These kinds of advocacy massively influence Gen Z’s or even other people to stop patronizing certain brands. But, don’t be confused, boycotting brands has deeper reasons than we think.
Some examples of these issues are:
• NutriAsia strike where people are calling to stop using the brand’s condiments due to the violent dispersal of the employees’ conducting strike for a labor dispute.
• The fast-fashion brand ‘Shein’ is being called out and boycotted due to its unethical work, high level of toxic chemicals in clothing, and stealing designs from independent artists to use for their brand.
Generation Z are those people who have the advantage of being an Internet-dependent generation and whose tremendous buying power, spending power, and brand loyalty have affected the Marketing world more than we think.
Gen Zs make up 40% of all consumers and spends more than half of their money on purchasing goods. But, what makes them loyal to a brand? Well, this generation values a brand’s mission, the quality of its product, and the services that a brand provides to meet its customer’s expectations.
In order to achieve this, brands must have strong tech reliability and effective marketing strategies that will align with their honest messaging. Gen Z’s also have a massive influence on their families when it comes to family purchase decisions.
Understanding Gen Z’s minds toward brands
Source: Voyado Elevate
As an Internet-dependent generation, most Gen Zs heavily rely on online platforms to get things done – especially online shopping. It’s a known fact nowadays that Influencers have a huge influence when it comes to their shopping behaviors and completely transformed how they interact with brands. According to a study, 65% of Gen Zs have purchased something out of an Influencer’s recommendation.
They also patronize brands that are aligned with their values, have a social cause, offer quality products, excellent customer service, and are honest in their messaging.
Gen Z also prefers brands that are accountable, transparent, and real. They also look for Corporate Social Responsibility in a brand, what are their stand on political issues, and demand sustainable kinds of products.
Based on the report of First Insight, 75% of Gen Z consumers are willing to spend 10% more of their money on a sustainable product.
The Gen Z way of marketing
