You’ve heard of Gen Z, but who are they really? They are the digitally savvy pioneers of ’OK Boomer’. They’re the group responsible for the rise of TikTok. And in 2020, likely to be at the front of the protest line. But if we’re looking to put it simply, they’re anyone born between 1995 and 2015.
This is a generation who believe they’re inheriting a world worse off than their generational predecessors (five in 10 Gen Z believe that actually). Regardless of beliefs, Gen Z will have to deal with the impacts of the decisions made in the last century, and yet these adolescents are already shaping the landscape for worldwide change across politics, media and society at large.
To see how they are already affecting brands, let’s get to know them a bit better.
What do they stand for?
Gen Z care about sustainability; about waste in the fashion industry and fast fashion itself. The recent “spike in upcycling, resale and increased consumption of DIY clothing supplies”, has led to the rise of resale apps, such as Depop, where sellers and customers can come together to sell and buy clothing. With more than 15-million users in 147 countries, the platform is one of the largest fashion-led communities in the world.
The app’s audience is also among the youngest, with the bulk of the company’s users aged between 15 and 24. As the younger demographic are becoming more sceptical of big establishments, it’s easy to see why the app has become so popular. The platform has been built off the trends that show that Gen Z are more likely to buy from friends or people that influence them.
Where do they hang out?
Gen Z might be creating complex new dance moves to new tracks on TikTok, but they’re also using social media platforms to discuss matters they care about. As the fastest growing social media platform (with over 800 million active users worldwide), TikTok has quickly become a hub of self-expression for Gen Z. It’s ‘DIY Trends’ meets ‘Teens pushing for change in the world.’
The hashtag #Blacklivesmatter has 12-billion views to date. A prank that went viral on the platform derailed Trump’s rally in Oklahoma. #Learnontiktok has 8-billion views. So while many of us roll our eyes at kids doing the ‘Renegade’ (I had to Google what it was well), there’s more and more serious conversations sparked within the app.
Who is already speaking to them?
The more growth platforms like TikTok receive, the more we see brands trying to capture those audiences.
For instance, the luxury fashion icons at Gucci have invested with Genies.
They are an avatar company that has created an online digital human race, “designed to build brand loyalty with the elusive Gen Z audience”.
In China, these luxury brands are betting on Bilibili. It’s a video platform like YouTube that covers topics like lifestyle, games, technology, alongside selected user-generated content. With 81 percent of users under 25, it presents the perfect opportunity to familiarise Gen Z with their products and ethos.
Inspired by DIY Gen Z trends, Converse launched a campaign to encourage users to customise their All Star’s using the hashtag #ConverseAllStar. By tapping into the growing popularity of customising and upcycling among the sustainably conscious youngsters, they were able to generate more than 47-million views to date.
Why should we be speaking to them now?
By targeting young consumers now, it allows brands to build awareness and loyalty with Gen Z in the hope they’d eventually have the spending power to buy.
The rise of the DIY and resale market, which has been projected to double in the next five years, has paved the way for a much more collaborative landscape between brand and consumer. Now Gen Z have carved themselves a more hands-on role in retail, through the creation, marketing and selling processes, allowing brands to bring consumers into the fold more than ever before.
Their beliefs coupled with their tech abilities makes Gen Z powerful. If they’re using a platform you want to be present on, it’s worth speaking and adopting a strategy which speaks to them. They want brands to have a stance on the most difficult of topics. They want brands not to shy away from having an opinion.
The brands that are caring, listening and staying on the pulse of this generation now, will be the ones that emerge the most successful in the not-too-distant future.
Elise Mackey is a Digital Campaign Manager at Bolster.
