Understanding and following the trends and interests of the Gen Z community has been a constant development for marketers over the past few years. E-commerce analytics brand Tydo hosted a seminar to break down what leaders in the Gen Z brand space have to say about their wins in the space.
Here's my breakdown of the key points from this report:
1. It's All About the Vibes
Beyond answering the usual question of 'what does your company represent?', it's also time to address what your company looks like and sounds like. This can come from a founder taking over the company TikTok or outsourcing that to a content creator you believe is a good fit for the brand. This gives viewers the chance to resonate and get familiar with you.
2. Let's Get Functional
Gen Z is all about whether products serve a specific function for them. They want functional products that also are built on strong morals in their production lines with Gen Z being "73% more likely to pay 10% or more for sustainable goods".
However, while they preach that, it's hard to ignore the rise of fast fashion brands like SHEIN, H&M and more. At the end of the day, communicating the way a product solves pain points and can fit into a person's routine is the best way to grab the attention of this generation.
3. Ur Community = Ur Influencers
Lean into your community. Sometimes it's not all about the metrics. Brands are starting to lean back to a model that supports engaging community members who may not be massive mega-influencers but real people who use and like the brand. This lowers costs while getting it in the hands of passionate consumers who are likely to share their experiences in a range of methods.
This can be leveraged through community-building platforms like Discord, Geneva, Facebook Groups, or reddit.
4. Retail has a Reputation
Retail can be a sticky path for small businesses that have never experienced it before. Whether starting their own retail space or landing deals in distribution conglomerates like Urban Outfitters or Walmart, deciding whether it's the right move comes down to a few elements.
Accessibility is one, allowing customers who are younger and may not have access to a credit card to be in the retail space opens new doors for brands. Marketing is another element that plays a huge role. Intentional placement and representation of a brand IRL can be a massive way to generate UGC and brand awareness. When Gen Z's were asked what contributed to them not supporting a brand anymore, 23% of them said it amounted to poor shopping experiences. Currently, 73% of Gen Z use in-store opportunities for brand discovery.
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