Even for marketing experts, trying to communicate with Gen Z can be a bit of a headache. Add a pandemic, key social events, and rapid technological change, and that challenge only gets harder. With an increasing amount of technological power at their fingertips – and an interest in affecting actual societal change – Gen Z are equipped with the knowledge and means to choose and stick with brands they like – and bring down those they don’t.
During the pandemic, with restrictions and key changes to our everyday life, Gen-Z were forced to adapt by using different, less-traditional means to educate, entertain and connect with others. With the restrictions taking place over the course of two years, they’ve been hit extremely hard.
With that, they found new ways to keep connected, using social media to express their views, share content and connect with like-minded people. And in many ways, the pandemic has only accelerated what we already knew about Gen-Z: they’re incredibly cause-driven.
To help ease your headache, our UJ creatives have come with the key trends for Gen-Z marketing during and after the pandemic:
Traditional Media is Dead
If you hadn’t heard already, the traditional way of absorbing information is dying fast, at least where Gen-Z are concerned. For them, news exists on Twitter, Instagram and TikTok, with pages and influencers they trust and follow becoming the new news correspondents. With cameras and videos everywhere, they have the best seat in the house for real-world events. Their beliefs, interests, and behaviours have been heavily influenced by these events – from Black Lives Matter to Climate Change – and the stories which have emerged from them.
As technology continues to play a central role in our lives, Gen-Z are becoming increasingly powerful. Their seamless use of all the latest tech, apps and media platforms are proving a huge advantage.
“Research shows that 50% of Gen-Z will buy (and become loyal customers) from brands that put purpose and important causes before profit. 62% have increased their focus on climate change and how actions (from themselves and others) impact the environment. 67% support the Black Lives Matter message, stating that it has had a huge impact on their worldview.”
In the world of Reels and Tiktoks, your brand needs to adapt, creating content that informs and engages Gen-Z on the issues that they care about. That means communicating a stance on all the important social issues – from BLM to mental health, climate change to gender equality. You’ll have to think carefully about informing Gen-Z about your view. And no, the usual trick of empty statements and predictable hashtags won’t do.
The Nike Effect
If you’re ever in doubt about the benefits of focusing on Gen-Z marketing, take a look at Nike. By making bold marketing investments back in 2008, they’ve forged a reputation as the marketing-leading company for Gen-Z. Their brand is now closely associated with things Gen-Z consider to be good and important: racial equality; female empowerment; LGBTQ+ pride, to name a few.
By striking partnerships with voices Gen-Z trusts and follows, they’ve carved out a unique marketing brand, turning themselves into a company on a level with Gen-Z. Whether Black Lives Matter or Climate Change, they’ve leveraged the importance of creating Gen-Z content to gain market dominance and establish themselves as the leading brand for Gen-Z.
Like Nike, other brands have tried to aggressively pursue Gen-Z engagement, realising the importance of it, especially during the pandemic. As the world slowly returns to fewer restrictions and more freedom, you’ll need to continue to invest in Gen-Z marketing, using established voices and trusted partners to attract, excite and engage Gen-Z.
Mental Health Matters.
During the pandemic, if anything became clearer, it was Gen-Z’s overwhelming commitment to two things: key social issues and Mental Health.
According to research conducted, 40% of Gen-Z stated that the pandemic affected their mental health, with many more sharing feelings of anxiety, sadness and depression. More and more, Gen-Z shows a commitment to stop stigmas associated with mental health, with brands and companies expected to communicate their positions and commitments to the cause.
For brands – especially those aimed particularly at Gen-Z consumers – creating content that communicates your commitment to mental health is vital. Take JanSport’s #LightenTheLoad campaign or Kurt Geiger’s Be Kind as an example. By aligning themselves with the concerns of Gen-Z, encouraging actions that contribute to healthy mental health and awareness, the brands were able to connect with Gen-Z in a meaningful and authentic way, allowing their products to be associated with an important cause.
For brands, helping to end the stigma around mental health – through campaigns and brand marketing – is vital during and after the pandemic. More than 60% of Gen-Z have shown a preference to buy from brands that align themselves towards positive and healthy mental health actions, making it a vital step for any business to take.