Wanna tap into the Gen Z market? Your marketing game better be on fleek or you’re gonna get roasted.
(Ok, before we really get roasted, we’re going to dispense with that now.)
Indeed, with Gen Zs already making their way into the workforce, and millennials, a.k.a. the ‘me generation’ paving the way to economic prosperity and self-expression, Gen Zs are relying on brands to find their place in the world.
But it’s not an open-and-shut case of just hawking wares to them. The Gen Z sensibility carries with it a ton of intricate nuances, and the wrong strategy can easily lose them.
First, who are the Gen Zs?
Gen Zs are people born between 1996 and 2010. While millennials lived through both analogue and digital ages, Gen Zs are known as ‘digital natives’ – the first generation to grow up with the internet. So it goes without saying that they are extremely online. Shopping, dating, eating, making friends – on average, they spend six or more hours on their phone, pawing for the next social experience.
This creates a more inward-looking identity. Unlike baby boomers who tend to put family and society before themselves, Gen Zs are more enraptured with the thought of personal identity, self-expression and political and social issues that affect them.
How they ‘Smell’ your Marketing
Thus, they are fiercely ethical and deeply principled, demanding authenticity. If they sense a brand is merely ‘trying to be Gen Z,’ the strategy will likely flop. So how do we market to Gen Zs, without marketing to Gen Zs? Here are some ways.
1. Keep it Real
Authenticity is key. Gen Zs are highly discerning. Don’t try to ‘force’ a connection. Instead, communicate your brand’s unique value in a way that resonates with their values and lifestyle. Be genuine, be relevant, and avoid condescending language.
2. Power of Peers
Go deeper. Partner with authentic Gen Z voices and embrace trends that truly resonate with them. Remember, organic marketing starts with genuine alignment with their values – prioritizing well-being and making a positive impact.
3. Be Sensitive
Climate change, social injustices, economic equality – Gen Zs have grown up with the weight of global issues. Thus, they seek brands that reflect their values: purpose, lived experience, and equity. Be sensitive with your statements, and make sure you can back them up. If you can’t walk the talk, you risk alienating this powerful generation and damaging your brand reputation.
4. Keep it Short and Simple
With the world moving faster every generation, snack-y and snappy content is the order of the day. Embrace the power of short-form video. Integrate TikTok and Instagram Stories into your marketing mix. Experiment with engaging visuals, effects, and music to capture Gen Z’s attention.
5. Personalised Fun
Online, Gen Zs are immensely social creatures, and they’d want to inject their personal flavour into everything for all to see. Tap into Gen Z’s love for expression and interaction. Polls, contests, and Q&As are a surefire way to capture their attention and build a stronger, more meaningful relationship with your brand.
6. Let them Talk
They want to talk. So let them talk. Make them part of the story. Feature their voices in videos, share their honest feedback (even the criticism!). Go beyond PR – leverage your own Gen Z community. Be transparent, be responsive. Build genuine relationships.
Gen Z Campaigns that Slayed
To put these into action, several companies in Singapore have hopped onto a TikTok trend called ‘letting our Gen Z interns write our marketing script.’ This tongue-in-cheek approach endeared Gen Zs through a mix of homage-paying and good-natured ribbing to Gen Z speak.
Cleo, a money management app, leveraged on one of the Gen Z lingo, ‘roasting’, and took it to the next level. Through an AI chatbot, customers got sassy, lighthearted, and most importantly, funny clapbacks when being admonished for their finances, but sweet compliments when they’ve done something right. Needless to say, Gen Zs love it.
It’s hard for Gen Zs to shake that ‘me, me, me’ stigma that goes with a generation that’s all about self-expression. Knowing that, the British Army sent out an empowering message that Gen Zs have all the qualities they need.
In short, it’s largely about giving Gen Zs the stage, and expressing genuine acknowledgement of who they are as individuals. And if you’re looking to tune up your marketing efforts and slay with your brand…
Choose I Concept Singapore, the Agency that Walks the Talk!
We are a fully integrated creative agency specialised in helping your brand reach hearts and minds, not just in the AI space, but in the digital sphere as well. Our expertise ranges from branding in Singapore, digital marketing, web design and development, digital copywriting, logo design for the company, ecommerce development, and more, making up a comprehensive range of services to help businesses thrive in today’s competitive landscape.
Plus, with the support of government initiatives like the Enterprise Development Grant and Productivity Solutions Grant (PSG), businesses can access funding to invest in innovative marketing campaigns. Apply for the PSG now to kickstart your digital marketing journey with I Concept.
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