How to market to Gen-Z

woman taking selfie with friends behind her

The Gen Z audience has an incredible purchasing power for FMCG brands – with a global disposable income of $360B.

Whilst marketing to a complex and ever-changing generation can be daunting, we must start thinking about the customers of tomorrow. By speaking to Gen Z on their level, engaging with them on the platforms they consume and respecting that they’re more aware and in-touch than any ever generation before – this is how brands can start to build trust with the Gen Z audience.

We have recently introduced the Wild Card Gen Z Panel, a newly formed cohort with an aim of tapping into what makes Gen Z tick. We set up the panel in order to provide strong consultancy to our clients on how best to market to this intriguing generation.

To kick off in style, we recently headed to The Grocer ‘How To Market to Gen Z’ conference to hear from industry peers and Gen Z themselves on how brands can connect with this intricate generation. Here are our Top 5 insights we wanted to share:

  1. Don’t think about Gen Z as a homogenous cohort – they are a complex audience that spans over 16 years. Older Gen Z is now entering the workforce and starting to earn their own money – brands need to be open to the influence that Gen Z is going to have in the years to come.
  2. Gen Z want to connect with brands on a human level and buy into those that show up in other areas and causes that aren’t just about making money
  3. Gen Z is the first fully digital native generation – they are expecting content and recommendations to come to them vs actively searching for them. Brands must leverage content and tailor to Gen Z to be discovered and stay relevant to Gen Z
  4. 40% of Gen Z will go to social media to actively search for items to purchase – they’re bypassing Google, it’s not about SEO for Gen Z but for engaging social channels.
  5. Gen Z want brands that are transparent and ensure that all of the key information is discoverable vs hiding away. Gen Z want brands to admit their downfalls and show they’re open to learning instead of brushing it under the carpet, with 1 in 3 wanting brands to take responsibility for wrongdoing. This is what builds trust with a Gen Z audience.

Final thoughts: If you don’t start factoring Gen Z into your brand strategy today, you won’t have a business tomorrow.