THE SECRET TO ENGAGING WITH GEN Z

Brands often come to us looking for authentic ways to reach Gen Z - and it makes sense why. An independent study estimated that, in early 2020, their direct and indirect purchasing power reached up to $143 billion. And as more Gen Zers reach adulthood, that number will only increase.

Growing up in a digital-first world, Gen Z is used to access, fast, and they don’t subscribe to the status quo. If brands want to reach Gen Z in a meaningful way, they need to first understand what makes them tick. 

The secret to engaging with Gen Z? Understanding their underlying values.

Activism 

As “The Generation of Changemakers,” Gen Z has a hunger for progress. According to a study conducted by Irregular Labs, 73 percent say that a crucial part of their identity is remaining politically and socially engaged. The same report also notes that 66% thinks that brands and corporations can be a part of the solution in ending societal injustices.

For brands, it’s no longer a matter of how cool their product or marketing is. Gen Z cares more about what brands stand for. Take a look at Patagonia, for example. The brand continuously takes staunch stances against environmental neglect and political strife, earning them leadership status among Gen Z consumers. 

Sustainability 

Our planet has seen better days, and no generation is more aware of this than Gen Z. Sustainability is core to this generation. In fact, they are willing to spend more on products if they were created sustainably. Whether it be fashion, gaming, or food, Gen Z is looking at brand’s to make a positive environmental impact.

Individuality 

Gen Z isn’t afraid to be themselves. They shop bottom up; they’re no longer looking to major brands to set trends, and are rather more interested in seeing what their peers are wearing and buying items that make them feel most unique. They appreciate brands who can give them the tools to express their individuality.

Authenticity

Gen Z values sincerity and they aren’t afraid to show their real selves. It’s what made TikTok rise in popularity so quickly. TikTok encourages authenticity and individuality, both of which speak to who Gen Z is at the core.

Gen Z looks at brands through this same lens. The most successful brands are the ones who can speak to them authentically - like their friends would speak to them. Gen Z hates ads, but they love brands. They care about who brands are, what they stand for and what they are doing to better the world. It’s not enough to just talk the talk, brands have to walk the walk too.

These four values are core to this generation - and they view the world through these lenses. To engage Gen Z in a meaningful way, it’s important to meet them where they are. As a digital-first generation, they are a very knowledgeable consumer and they can see through insincerity. And they’ll spread the word - fast! 

To learn more about Gen Z, and how their values are shaping how they interact online and offline, check out our 2021 Gen Z Culture Forecast.