The sides through which we have tried to profile this generation lead us to wonder: what kind of consumers are and will GenZs be? Question – as we said from the beginning – not marginal, since they represent 40% of consumption on our markets and therefore, an essential target for companies and market researches!
Trying to sum up what we have seen, we can say that Generation Z kids grew up with the internet and live onlife. They believe in themselves and are aware of their individual value while considering themselves part of a community, or something greater than the individual. They give importance to all personal differences without using them as an excuse for conflict but rather as an added value and resource. In addition, they are highly sensitive to issues of social and environmental responsibility, embracing the idea of a critical and conscious consumption.
These sides make GenZs very demanding consumers. Their curiosity and the endless possibilities that the online world offers, pushes them to look for the best alternative and to keep testing new brands, new concepts, new products. This is why they tend to explore the market rather than lazily be loyal to a brand just because it allows them to save money (maybe). The Generation Z wants to be sure when making every choice: the brand itself is no longer enough.
The Gen Z expect companies to create communities based on common interests and values. The brand must therefore actively engage in sharing something that goes beyond the product and service. Companies should in fact bring value to society and not just sell something.
GenZs want transparency on the market. They require companies to be loyal, to be really committed to social and environmental issues and to operate according to ethical and responsible logics. They are animated by a global ethic and social conscience and they use consumption as a mean to express their beliefs. They guarantee loyalty when purchasing to those companies that are aligned with the values in which they believe. Therefore, companies must operate with authenticity and in a genuine way; the assumption of false or misleading commitments would in fact be highly harmful to the image and reputation of the brand itself.
The marketing content intended for the GenZ is therefore insightful, of quality, contextualized, multi-channel and multi-format: something that gives information to grow, not just petty product communication.
Therefore, each brand must first become responsible, creating sustainable products and taking a public position on the problems the Generation Z cares about. The strongest drivers for the brand advocacy of this generation are linked to the ability of a brand to transmit knowledge and, more generally, to create value for the consumer, taking into consideration their interests, their tastes, the causes to which cases they are it is devoted to.
Therefore, companies can only listen and establish an open, continuous and reciprocal dialogue with these new consumers. However, this is only the first step. In fact, companies will have to look to GenerationZs as something more than just a commercial target and make them become a source of inspiration instead. For this reason, it will be necessary to keep involving GenZs in the creative process, allow them to express themselves, participate, collaborate in the activity, providing the necessary tools to learn and create independently (for example how-to and educational videos, online community, gamification, partnership, etc.).
Encouraging co-creation will be fundamental above all at a communicative level and those who know how to involve the Gen Z with activities that stimulate user-generated content will be a the winners.
In this mutual exchange – possibly aimed at creating communities – a multi-platform approach can only be the master, which consequently involves all the different media: Instagram and Facebook, Twitter, Snapchat, Tiktok, etc., without forgetting Youtube, Spotify and Netflix. In fact, the Gen Z expects brands to be able to interact with them on every channel, especially peer-to-peer ones, where they can interact with others.
What said must push brands to create more immediate forms of content, such as images and videos. The contents must be graphically appealing and should match the devices of use. But not only that, because they must also be able to generate curiosity, stimulate attention and be incisive, or go directly to the value proposition since this generation quickly passes from one object to another and their attention must be captured right from the start.
Therefore, entertainment is the word for their engagement, but Gamification too. Everyone, fitness, fashion, sport, but also banks, insurance companies and market researches will have to create experiences, made of a mix of realistic and strongly imaginative aspects. What changes is the content but the process used to get to know the values perceived by the target changes too.
All of this is inevitably reflected also in the store too, where the brands make the consumer live experiences. Despite being an Omni-channel shopper and not considering the visit to the store necessary for the shopping experience, the real store is still an attraction for GenZs, but only if it manages to be trendy, usable and rich in content. In fact, the involvement with the product and the brand itself can arise from this point, and this will only be possible if it is a space to experience something new rather than just the sales aspect. However, this does not relieve companies from finding innovative ways to attract GenerationZs to stores and create lasting relationships beyond the store itself, then online. The goal will be to create a digital, interactive link to the physical shopping experience that will have to be hyper-personalized.
In short, there is a lot at stake for the GenerationZs, but the future is theirs and we, Companies and Market Researchers, can only adapt to it. We should do it as soon as possible!