How Your Brand Can Connect with Gen Z
Generation Z (or more commonly Gen Z for short), is the demographic cohort succeeding Millennials and preceding Generation Alpha. Researchers and popular media use the mid-to-late 1990s as starting birth years and the early 2010s as ending birth years.
Gen Z is also major target for brands looking to build relationships with this youthful, viral, yet socially aware audience. In order to truly connect with this generation and make an impact, brands need to focus on inclusive content creation on social media, or they are guaranteed to fail.
Here are some things to remember:
- Gen Z is highly diverse. According to the latest Census data, Gen Z is the most diverse generation ever, with 48% of Gen Zers identifying as non-white. This means that it’s essential for brands to create content that reflects this diversity and speaks to the unique experiences of all Gen Zers.
- Gen Zers are passionate about inclusion. According to a 2020 survey, 73% of Gen Zers said that diversity is important to them when it comes to the brands they shop from. This means that Gen Zers are looking for brands that are actively engaging with DEI-related issues and creating content that reflects their values.
- Brands that focus on content that feels like the community have a better chance of connecting with Gen Zers. According to research, Gen Zers are more likely to purchase from brands that are active on activist related issues. This means that brands that focus on inclusive methods and visuals wthin their content creation have a better chance of building relationships with Gen Zers, which can lead to long-term loyalty and higher brand affinity.
By focusing on inclusive content creation, brands must create content that resonates with Gen Zers and fosters meaningful connections with this diverse and passionate generation. In today’s digital landscape, it’s essential for brands to prioritize strong relationships over comfortability.
