What are you doing to reach the next wave of customers, the children of Generation X, known as Generation Z? This generation is used to accessing information themselves, without going to their parents. They've also nurtured a healthy cynicism and realism, growing up in the shadow of terrorism and a lack of privacy. Forbes offers these pointers on reaching this demanding audience:
Gen Zs consider taking risks an important part of life and mistakes as badges of honor. So why not have your brand show examples of bravery or invite brand fans to share their personal triumphs? These resilient consumers will pay more attention to brands that are innovative and take risks with their marketing and product innovations.
Is your brand being real with consumers?
Zs are savvy consumers who prefer to see “real” people to celebrities in campaigns. This generation is also used to getting hands on with products and conducts extensive research before buying, so finding a way to demonstrate actual product usage scenarios will succeed over presenting scripted dialogue filmed on a soundstage.
Are you sharing your brand’s best story?
To Gen Zs, failure builds character and when it comes to content or messages, Zs prefer narratives that have realistic endings that they can relate to and admire. These young fans revere average people who accomplish extraordinary things and have little interest in characters, brands, ads or content that promise perfection. To engage this savvy group of consumers, brands will need to reset traditional approaches for successful marketing initiatives to celebrate reality over perfection and practicality over fantasy.