Understanding Gen-Z’s Values
You probably already know that social media is one of the main ways you should be promoting your brand. 40% of internet users find brands through social media posts, both sponsored and not. This shift to social media over the past decade or so shows how markets have adapted to the ever-changing habits of Gen-Z. It is so important to be on the look-out for new and growing social media platforms and get involved in them in order to capitalize on Gen-Z's interests. Monitor trends and find where they are spending the most of their time, and be ready to constantly shift.
Use Social Media: Gen-Z spends over 3 hours a day on social media, the highest among all generations. It seems like nowadays, every social media app is the same and the "unique" features now are implemented on every platform. This is because companies know Gen-Z and what they value. Social media platforms have adapted to what Gen-Z likes and prioritizes. Adapting to Gen-Z and finding their interests and values are how you can reach them as a brand.
An Uncertain Future: Following the pandemic and record-low unemployment, you need to recognize that Gen-Z is concerned about the future and what is going on in their world. You need to take this into account when taking a stance on certain issues and also how you approach Gen-Z. Trust is important, as we have discussed in a previous episode, and with Gen-Z's uncertainty, they will not engage with your brand if they do not feel they can trust you.
Problem-solvers & Innovators: You need to work hard when advertising to convince them that your brand matters and that they can benefit from your product or service. Otherwise, they will immediately dismiss you. They are more educated than previous generations and many of them are pursuing degrees (and the ones that aren't are still just as smart). You need to recognize this when trying to market to this generation.
Every generation is different, Gen-Z does not compare to others. They are smart, future-focused, and constantly shifting interests. As a brand, you need to be monitoring Gen-Z to see what they prioritize and value from day-to-day.
BY JOSHUA STANLEY
FOUNDER & CEO OF LIFESTYLED MEDIA