If there’s anything that is challenging enough for today’s marketers is talking to Gen Z and making them listen to the story that the brands want to tell. This generation is may seem like the coolest ones on the block, but when it comes to making serious decisions, they are also one of the most analytical kinds. These self-reliant, neo-digital natives are those who have grown up in a fully-digital era. They have not seen a world without much of gadgets and technology. As opposed to the millennial generation, can be titled as one of the most fortunate generations who has seen the pre-technology & post-technology eras, pre-pandemic and post-pandemic eras and know very well, how the narratives have changed across these transformations. This article talks at length about how to tackle a generation that thinks technology is a necessity and not a luxury.
Weaving the narrative around Gen Z
Today’s brands are trying their best to include this generation in their customer base because – fun fact: Gen Z makes up 32% of the global population and they have an influence on purchasing in almost every industry. If you take a close look at all the Instagram accounts of major brands, they have collaborations with influencers who speak the Gen Z language. When an influencer speaks for the brand, a study has it that 50% of Gen Z trust the opinions of these influencers. So, it would really be quite a smart move if the brands tapped into this potential segment of influencer marketing for their brands.
This generation boasts of an abundant disproportion of personal wealth that has transitioned from adolescence to adulthood. If we analyse this phenomenon at a microscopic level, comfort, convenience, community and communication are the major markers that are driving the trending shopping habits in this generation. How else do you think major FMCG brands are still surviving? Parle G isn’t just a biscuit brand anymore – it reflects intelligence. Dove isn’t just a soap anymore – it’s a reflection of your inner beauty. Nike isn’t just shoes – it’s the attitude. This is the kind of narrative that’s keeping Gen Z engaged.
Right Platform. Right Time.
Gen Z is all about following the trends. It is important for brands to know the platform where this generation spends most of their time. The recent BlinkIt and Zomato banter sparked a series of memes and brands started to follow the trend immediately. While the brands took a very specific route, some overdid the trend.
If the brands did that today, Gen Z would find them to be too slow and would miss out on a major chunk of potential buyers. For brands to stay in the race, the time to be in trend is always in real-time – not a step behind or ahead, just side by side with this generation.
A blend of humour & social responsibility
Gen Z is all in for humorous content, but they would also be highly intrigued if they come across something that triggers their inner social activist. The BLM movement was one of those events that shook the world across all generations. Another recent event was when the hijab turned from a religious to a political symbol and became a global point of conversation.
Humour has its place in advertising and for Gen Z regardless of the story that the brands want to tell, but when it comes to social responsibility, brands try not to fiddle with the overall narrative. Nike will talk about more than just shoes – it will talk about the sports industry and sportspeople and how inclusive the brand is. Dove will talk about self-acceptance, body positivity and all that stuff that Gen Z can relate to.
At 3 Dots Design Pvt. Ltd., we believe that every brand has a story to tell that every generation would admire. Being in the business of storytelling, it is our duty to ensure that we tell stories that strike the right cord with every generation and build a brand reputation for our clients that lasts for ages. With a team of experienced content writers, designers, artists, brand managers, digital and social media experts, we go from being one of the best ad agencies in Pune to one of the best ad agencies in India. If you wish to know more about who we are or what we do, please visit www.3dotsdesign.in or get in touch with us at [email protected]