How to Influence the Mercurial Gen Z Customers - The Revolution

What is commonly known as Gen Z includes those who are born in the mid-1990s to early 2010s. Gen Z is the world’s emerging citizens who have mostly nothing in common but are the largest emerging buying power.

This generation, however, chooses not to be labelled due to their very diversity. They are notable for their passion for work, competence in technology and also for their work ethic. Since they are the largest emerging buying power, it is time for marketers to understand what interests them.

A study conducted by the Female Quotient along with Influential and IRI was able to outline some important features of Gen Z’s buying habits.

People belonging to Gen Z are serious and dedicated but seem to like to try out new brands. Consumer Packaged Goods are regarded by them as risk-free. The people belonging to Gen Z are more likely to take the brand recommendations from their parents and friends seriously than from an outside source. They wish to discover new products and rely on the credibility of the brand more than anything.

Gen Z values authenticity and diversity as intrinsic qualities The brands emphasising gender diversity in their ads might not influence the Gen Z people as they find gender as an unwanted category. Brands should make sure that they do not follow a marketing trend blindly. To influence the Gen Z people, brands should strive to be authentic while marketing. Feedbacks from real people using real things influence them more than any kind of advertisements.

Gen Z people like brands to bring out change regularly as they mention that their wishes and likes tend to change constantly. This feature of Gen Z will put pressure on the brands to modify their products regularly and bring out newer versions as continuously as possible. It would but require continuous monitoring of the interests and likes of the customers.

The female shoppers belonging to Gen Z preferred in-store shopping to e-commerce. For most of them, shopping was an opportunity to socialise and have fun. The experience of shopping was more important to them than the shopping itself.

Gen Z customers are attracted by personalised versions of products as they provide them with a feeling of belongingness. They tend to be more committed to the product if the brand succeeds in perceiving them and understanding their interests.

Gen Z includes a diverse group of people that needs continuous updating to understand their capricious nature. Collecting data from different sources would enable brands from being on the same plane as the Gen Z customers.

It has been proven that social media aids in getting Gen Z to recognise the brands. Social media marketing is the most influential way to attract Gen Z customers. They engage more with the ads that include social media influencers. Brands would benefit more from utilising the videos and posts from social media platforms including Pinterest and TikTok while analysing the popular taste of the Gen Z customers.

Gen Z customers are driven by passion and hence they look for brands that continuously prove what they market. Brands should continuously excel in their performance, compete with themselves and make sure that they deliver an outstanding personalised experience to succeed.