Gen Z Revolution: Reshaping Advertising as We Know It
Generation Z’s arrival on the advertising scene marks a significant turning point. This digitally native and diverse generation demands a new approach. Gone are the days of one-for-all advertisements; authenticity, personalization, and interactivity are now the cornerstones of effective advertising. Brands that adapt to these changing preferences won’t just capture Gen Z’s attention, they’ll position themselves for success in the dynamic future of marketing. In essence, it’s not only about selling; it’s about forging genuine connections in a way that resonates with this influential consumer group.
Is Gen Z Really THAT Powerful?
With a colossal spending power of over $143 billion in the US alone, Gen Z represents one of the most influential consumer forces yet. This digitally native generation is transforming the advertising landscape, demanding a shift from traditional methods to engaging, authentic experiences. Their disinterest in conventional ads is vividly reflected in the following numbers:
- 82% of Gen Z individuals will promptly skip an ad if given the option;
- 69% are willing to engage in activities to distract themselves for 30 to 60 seconds until the ad finishes;
- 51% employ technology to block ads;
- 40% opt to simply stare at the ad until it disappears.
Therefore, the advertising strategies must be reconsidered in favor of more innovative and personalized approaches that resonate with Gen Z’s values and preferences. The numbers speak for themselves — ignoring this shift risks missing out on a massive and lucrative market.
How Does Gen Z Affect Advertising?
Even though the changes do not happen overnight, certain aspects of advertising and marketing campaigns have already undergone significant alterations.
SHORT-FORM VIDEOS
Gen Z is a generation that thrives on video content. Consequently, short, visually captivating videos that clock in at no more than 30 seconds tend to resonate most with them. Due to the necessity of conveying the main idea of the video, these videos should be clear, concise, and purposeful.
AUTHENTICITY AND GENUINENESS
Gen Z possesses a keen sense of authenticity. Attempting to be something you’re not or resorting to jargon and buzzwords is unlikely to work. Honesty and transparency are the bedrock of effective advertising.
One of the examples of how brands reshape their vision of advertisements is the campaign ‘You Can’t Stop Us’ by Nike. Instead of hiring models or famous actors to promote their brand, Nike applied a more authentic approach hiring the athletes with various backgrounds and abilities. Without any doubts, Gen Z played a crucial role in such a shift due to their preferences to more authentic and more realistic marketing campaigns.
CREATIVITY AND SURPRISE
As it has already been mentioned, traditional ad formats do not reach Gen Z and do not attract their attention. Therefore, brands are seeking new elements that can be implemented in advertisements in order to reach Gen Z. Such elements may include humor, new technologies, interactivity and a variety of surprising elements.
Tommy Hilfiger is an example of how brands without any delay use the power of new approaches in advertising. Thus, they came up with a creative and unusual idea of how to drag customers’ attention to their products. Tommy Hilfigher installed AR mirrors that allow customers to try on clothes and accessories without even having to enter the store.
It created a buzz in social media since this approach is something that nobody has done before. By interacting with AR mirrors and sharing this experience on social networks, the campaign reached Gen Z and made them active participants of the brand’s campaign.
ALIGN WITH GEN Z INTERESTS
Gen Z is a generation of passions and interests; therefore, successful advertising involves tapping into these areas, employing relevant hashtags, targeted ads, or partnering with influencers who share their interests.
INCENTIVIZE ACTION and CREATE ENGAGEMENT
Offering discount codes or special deals can be a powerful motivator for Gen Z. Whether it’s a discount on their first purchase or a free gift with a buy, these incentives encourage them to take action. Engaging Gen Z with interactive elements in an ad, such as a question or poll may also incentivize action. This proactive approach can initiate conversations and build brand loyalty.
USER-GENERATED CONTENT
Encourage Gen Z to become creators themselves. Make them get creative with your brand, like making TikTok dances to the latest ad or coming up with unique captions for Instagram posts. This both gets them involved and spreads the brand’s message more effectively.
To learn more about gamified marketing, UGC, and gamification of ads, please visit gamified.marketing
Maria Bondarenko, Business Intelligence Specialist @Multiplayer
maria@multiplayer.com.tr
