Hey Gen Z-ers, have you ever wondered why you always seem to see ads for the latest skincare products, fast food joints, or clothing brands on your social media feeds? Or why are there so many influencers promoting products on Instagram and TikTok? As members of Gen Z, we’ve noticed some interesting patterns in our consumer behaviour that are shaping the marketing world. Here are some insights into how Gen Z is influencing the way brands approach marketing.
Brand loyalty? Not our thing
Unlike previous generations, Gen Z doesn’t tend to remain loyal to a single brand. We don’t stick to one brand like glue, unlike the baby boomers who are still rocking that loyalty with a whopping 49%! As for us, we’re always on the hunt for something new and exciting, which means we’re not showing as much loyalty as other generations, clocking in at only 43%. We’re always open to trying out new products and are more likely to switch between brands if something better comes along. But hey, that’s good news for new brands trying to break into the market as there is always room for new players.
Communities are key
Gen Z is a highly social generation, and we love to feel like we’re part of a community; let’s face it, we are social animals. This is why we’re drawn to brands that have a strong social media presence and foster a sense of belonging among their followers.
Influencer influenced of course
We’re also highly influenced by social media influencers who promote products that they use and love, and in an honest way match our beliefs and values. In fact, many of us have bought products solely because we saw our favourite influencer using them on Instagram or TikTok. Recent statistics show that 14% of Gen Z individuals openly admit to being influenced by social media influencers, whereas only 9% of Millennials and 2% of Boomers report the same.
We don’t enjoy complicated processes
Gen Z is known for its short attention spans and impulse buying tendencies. We want things fast and we want them now. This is why brands that offer fast shipping and easy returns are more likely to win us over.
Value quality over price
Contrary to popular belief, Gen Z is not as focused on price as other generations. We value quality over price and are willing to pay more for products that we believe are worth it.
No credit card payment → alternatives important
Many of us don’t have credit cards or are hesitant to use them online. This means that brands need to offer alternative payment methods like PayPal or Apple Pay to win us as customers.
Perfect for FMCG products/brands
Fast-moving consumer goods (FMCG) products are perfect for Gen Z because they’re products that we use on a daily basis and are more likely to buy on impulse. Brands that sell products like snacks, beverages, and personal care items are more likely to appeal to Gen Z.
Ad love <3
We’re also not as bothered by ads as other generations. In fact, many of us find them entertaining and even enjoy discovering new products through ads. Studies show that 19% of Gen Z admits that ads influence their decisions, which is a remarkable jump compared to boomers at 11%. As generations get younger, the influence of ads gets higher. So, brands – get creative with your advertising and engage with us in a way that resonates with our interests.
Streaming > traditional TV
If you’re still only advertising on traditional TV, you might be missing out on Gen Z’s attention. We’re all about streaming services like Netflix, Hulu, and YouTube, which offer more personalised and on-demand viewing experiences. So, if you want to reach us, you’ll need to shift your advertising efforts to these platforms.
Discovering brands online
Finally, we’re more likely to discover new brands and products online rather than in physical stores. This means that brands that have a strong online presence and focus their marketing efforts on digital channels are more likely to be successful with Gen Z.
So there you have it, a Gen Z perspective on how our consumer behaviour is impacting the marketing world. As a generation, we’re constantly changing and evolving, which means that brands need to adapt to our needs and preferences in order to win our loyalty. If you’re looking to connect with Gen Z and grow your business, look no further than DCMN. Our team of experts is ready to help you succeed in today’s competitive digital landscape. Contact us today to learn more about our services and how we can help you reach Gen Z effectively!PS: A huge shoutout to Jan, our Creative Strategist at DCMN, for his AI-powered visuals that brought this blog post to life! Jan’s innovative approach and creative vision truly capture the essence of Gen Z marketing trends.
Disclaimer: The information in this article is based on insights from Global Web Index and is provided for entertainment and informational purposes only. The views and opinions expressed are those of the author and do not necessarily reflect the official policy or position of Global Web Index. While we have made every effort to ensure accuracy, we make no warranties of any kind, express or implied, about the completeness, accuracy, reliability, suitability, or availability of this information. Your reliance on this information is strictly at your own risk. We will not be liable for any loss or damage arising from the use of this article.