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MARKETING TO GEN Z: UNDERSTANDING THE NEXT GENERATION OF CONSUMERS

MARKETING TO GEN Z: UNDERSTANDING THE NEXT GENERATION OF CONSUMERS

Marketing to Gen Z refers to the practice of developing and executing marketing strategies that specifically target members of the generation born between the mid-1990s and the mid-2010s. This generation, also known as “Zoomers,” is the first to have grown up entirely in the digital age and has unique values, interests, and behaviours that differentiate them from previous generations.

To effectively market to Gen Z, businesses must understand their preferences and habits, which include a high level of digital fluency, a preference for visual and interactive content, a desire for authenticity and personalization, and a strong interest in social and environmental issues.

Marketing to Gen Z requires a focus on building authentic relationships with this generation, rather than just pushing products or services. This involves leveraging digital channels and social media platforms to engage with Gen Z on their own terms, as well as prioritizing transparency, social responsibility, and inclusivity in marketing messages.

In addition, businesses that market to Gen Z need to be aware of the importance of peer-to-peer recommendations and social proof. Gen Z is highly influenced by the opinions of their peers, and businesses can tap into this by using influencer marketing, user-generated content, and social media to build trust and credibility with this generation.

Overall, marketing to Gen Z is about creating engaging, authentic, and socially responsible marketing campaigns that speak to the values and interests of this unique generation of consumers. By understanding what makes Gen Z tick and leveraging digital channels and social media platforms, businesses can build lasting relationships with this generation and set themselves up for success in the future.

Additionally, businesses need to understand the platforms and channels that the next generation of consumers use to consume and share information. For example, Gen Z is known for their heavy use of social media platforms such as Instagram, Snapchat, and TikTok, as well as their preference for mobile devices over desktop computers.

TikTok is a social media platform that has become immensely popular among Gen Z. It offers short-form videos that are highly engaging and easily shareable. Many brands have recognized the platform’s potential and have partnered with influencers or created their own TikTok accounts to reach Gen Z consumers. Examples include Chipotle, which launched a successful #GuacDance challenge, and Elf Cosmetics, which collaborated with TikTok creators to promote their products.

Glossier is a cosmetics company that has successfully captured the attention of Gen Z consumers through their social media presence and user-generated content. They encourage their customers to share their experiences with their products on social media platforms, which creates a sense of community and authenticity. Glossier also focuses on minimalistic packaging and natural-looking makeup, which aligns with the preferences of many Gen Z consumers.

Myntra is a popular Indian e-commerce platform that primarily focuses on fashion and lifestyle products. They have effectively targeted Gen Z consumers through collaborations with popular youth-oriented brands and celebrities. Myntra also utilizes influencers and user-generated content to showcase the latest fashion trends and styles, which resonate with the fashion-conscious Gen Z audience.

To successfully engage with the next generation of consumers, businesses must develop marketing strategies that are tailored to their unique values and preferences. This may involve using social media and influencer marketing to connect with them on their own terms, as well as prioritizing transparency, social responsibility, and inclusivity in marketing messages.

Here are some additional insights on marketing to Gen Z:

Visual and Interactive Content

Gen Z grew up in a world of YouTube, Instagram, and Snapchat, and they have a strong preference for visual and interactive content. They are drawn to video content, images, and graphics that are engaging, visually appealing, and offer a unique experience.

Mobile First

Gen Z is the first generation to grow up with smartphones and mobile devices as a primary means of communication and entertainment. They expect seamless and intuitive experiences on their mobile devices and are likely to abandon websites or apps that do not meet their expectations.

Personalization

Gen Z values personalized experiences and content. They are less likely to engage with generic, one-size-fits-all marketing campaigns and are more likely to respond to content and experiences that are tailored to their individual interests and needs.

Social and Environmental Responsibility

Gen Z is passionate about social and environmental issues and expects businesses to be socially responsible and environmentally conscious. They are more likely to engage with brands that share their values and take a stand on important issues.

Influencer Marketing

Influencer marketing is a powerful tool for engaging with Gen Z, as they are highly influenced by the opinions of their peers and social media influencers. By partnering with influencers who share their values and interests, businesses can build trust and credibility with this generation.

In summary, marketing to Gen Z requires a deep understanding of their values, preferences, and behaviours. By developing targeted, visually appealing, and personalized marketing campaigns that prioritize social and environmental responsibility, businesses can build lasting relationships with this unique and influential generation of consumers.

Author

Dr.Shazia Rahman

Assistant Professor

Department Of Advertising And Marketing 

Management(AMM)

Patna Women’s College ,Patna

Email:shazia.amm@patnawomenscollege.in