Forbes recently shared an article by serial entrepreneur Zaheer Dodhia entitled ‘5 Branding Strategies To Reach Generation Z Audiences’. Dodhia outlines five ways that brands can build lasting connections with younger adult audiences: from influencer marketing to in-real-life (IRL) encounters.
Dodhia writes:
Generation Z is entering the workforce, making big decisions and thinking about the future, and it’s all a completely different story from prior generations.
Uniquely, Gen Z also has more choices than any generation before them, whether it’s about their career, education, purchases and which brands to engage with. This puts a heavy onus on companies when it comes to developing branding strategies that will appeal to Zoomers and help a brand stand out from the crowd.
Here are five such branding strategies:
1. Focus on global community
In a 2015 report by Ford, 58% of adults 35 years and older said, “Kids today have more in common with their global peers than they do with adults in their own country.” This provides an interesting perspective for a branding strategy. It means companies need to emphasize not only localization but also globalization.
We have written before about Gen Z: their obsession with Stanley cups, the brands they revere, and the music they listen to. The common thread here is the internet. Or, in other words, a global community.
Many Zoomers want to feel connected to their peers in other places, and a global brand can provide common ground.
Brands that already have a global presence can further emphasise this with ease. Dodhia writes:
Marketing can use reviews and experiences across a wide range of locations; highlighting user-generated content from other countries helps to create that sense of globalization.
As for brands that have a more local focus, demonstrating an awareness of global trends can still help. This might mean maintaining an active social media presence and participating in popular trends, for example. Dodhia suggests that these smaller brands focus on ‘global outreach’:
For advertising campaigns and branded images, draw content from outside the local area. Build your brand around global outreach.
2. Connect IRL
Brands rightfully place a huge focus on digital assets, but real-life touchpoints should not be left behind.
Gen Z follows in the footsteps of the millennials, who popularized much of the on-demand technology that facilitates communication today. However, despite the fact that Zoomers grew up with technology, many still prefer face-to-face discussions. This is not to say Gen Z refuses to use instant communication, of course. But I believe the newest generation of adults wants to balance screen time with real time.
Finding this balance might seem difficult, but Dodhia has some suggestions:
Even if your company is online only, take every chance you get to meet your target audience in person. Get involved in local events, and consider hosting and sponsoring some of them. Show up for your Gen Z consumers, and they’re more likely to show up for your brand.
3. Emphasise your brand values
Here, Dodhia recommends highlighting inclusivity and diversity.
Zoomers also support diversity and follow through on the principles in their decisions. This means they’re more likely to engage with brands that exemplify those same values.
However, it’s important to note that brands should only highlight inclusivity and diversity if it feels authentic. We have previously written about greenwashing: an example of brands trying to highlight positive values, when in reality this doesn’t align with their business values.
Instead, brands should highlight the values that do feel authentic, as this will help them find the right audience.
4. Partner with influencers
Influencers are still having a heyday, and their impact is more obvious among Gen Z than other demographics, but I believe many are tired of “perfection” and more interested in real people with whom they can identify.
This ties in with the previous point: authenticity is important. It can be easy to see social media as a numbers game, with more followers representing greater value. However, influencers with a smaller, dedicated audience may be better positioned to promote your brand–especially if your product is relevant to their content and message.
A survey conducted in May by PYMNTS found that 28% of Gen Z consumers—more than any other generation—had purchased an item “at least partially” based on a recommendation from an influencer or celebrity, but it is nano influencers, those with fewer than 10,000 followers, who have the highest rate of engagement.
Choosing influencers to partner with means having an understanding of where your audience hangs out online, and which influencers they already respect.
5. Take Gen Z seriously
It isn’t often that marketers and branding strategists have to be reminded not to mess around when it comes to their approach, but making sure to give Gen Z credit as serious adults is important.
Dodhia highlights that Gen Z grew up during an economic recession, with the oldest Zoomers already approaching their 30s.
Businesses previously geared toward a middle-aged audience might have to revamp their branding design to appeal to a younger, but still serious-minded, crowd. For businesses that want to succeed online, this means that they should not take it for granted that Gen Z won’t be interested in what they have to offer. Zoomers may be a market previously untapped for your brand, and you could be missing out.
Connecting with Gen Z now has the potential to benefit your brand in the long-term:
By crafting a branding strategy that will appeal to Zoomers, you’re setting up your brand for success as a new generation comes to the fore.
At Novagram, we have helped many companies to reach new audiences, make strong connections, and grow. If you would like to set your brand up for lasting success, contact us.
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