Gen Z Revolution: Understanding Their Behavior and Crafting Strategies for Successful Brand Engagement
Whenever we witness conflict between two generations, we refer to the term ‘generation gap.’
So, if Generation X (Born 1965-1980) and a millennial (Born 1981-1996) had a stray difference in opinion, we quickly used the term to justify the conflict, almost like a first acknowledgement.
But with the advent of the web world, and thereby the arrival of the next-gen, Generation Z (born 1997-2012), this isn’t a mere gap anymore. It seems to have widened, almost leapt. That’s what easy tech does. When an individual has a screen to learn from, express & act, the source of growth & knowledge shifts from elders to technology.
Hence GenZ-ers are so difficult to crack.
But the fun side of being a marketer is being people first!
Hence, while they might seem untamable if you listen to them carefully, GenZ-ers are the best crowd to interact and engage with. Of the seven living generations, they are the most agile and aware.
And there are specific ways to do it. Let’s dive deep to get to know them more.
QFT: Quest For Truth
A recent McKinsey Research revealed that the main driver for GenZ is the search for truth. It’s almost second nature to them to challenge any information that hits their screens. Anything sounds remotely off, and they will cross-reference data sources.
Hence being authentic is the only way to be for brands. Drop the jargon and ornamentation. Be direct and uncluttered.
A brand like Netflix sticks because they aren’t overpromising cheap subscriptions or raving about star-studded releases. They are saying just two words – ‘Netflix & Chill’, no poetry, no activism. Simply the truth.
IOF: Influencers of a family
Unlike the traditional ways, GenZ-ers, though the youngest, lead the house’s narrative. They decode every new tech to the elders in the family, decide on the introduction of new brands or products in the household, and even are the last word on the family’s data plan. If you have grabbed their attention, you know you have onboarded a whole family behind them.
Walk into an urban household today, and you shall find healthier noodles, kinds of butter, sauces, and drinks replacing the old ones that occupied spaces in refrigerators for almost a decade. Who is deciding that? It is the all-aware GenZ in the house.
OSDFA: One Size Doesn’t Fit All
Unlike the older lot, who are comfortable staying in just one platform, the GenZ-ers are fidgeting with options. And they have specific reasons to be on specific platforms. A simplistic understanding would be – Instagram for trends, Snapchat for moments, Twitter for opinions, and WhatsApp for one-on-one conversations and YouTube for discovery.
It thereby becomes imperative for brands to be channel specific and move away from a one-size-fits-all approach. You replicate, and your audience will know you aren’t putting effort or got anything new to say.
DDD: Desires Don’t Die
Another exciting thing about GenZ-ers is that they have a good appetite. Appetite to consume, consider, experiment, and explore. And with spending capacity growing by the day, the Zoomers (that’s what GenZ-ers are colloquially called) will love to own something they find interesting. Also, with the plethora of options available, a sense of FOMO (fear of missing out) plays a considerable role in making them scroll, stop and shop.
The desire, however, is not just to buy from brands but also to express themselves. So, if a brand creates that room for expression, they are home. Look at the growth of the customized sneakers market in recent years, and you will understand why Nike continues to be a coveted possession.
WTP: What’s The Purpose?
You talk to a GenZ, and you will see them cringe at anything borderline superficial. A recent Accenture survey revealed that 66% stand loyal to a brand with a purpose. While engaging with brands, they always look out for the purpose; if they find none, they are gone.
Dove remains relevant despite being just another soap bar on a store shelf because of the purpose they drive. The purpose is not defining beauty through measurement and colour but by being confident in who you are.
Author: Soumabha Nandi, Chief Creative Officer, DViO Digital
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