Grabbing the Attention of Gen Zs
Due to Gen Z's emphasis on sustainability, 42% of Gen X parents are now more willing to pay a premium for sustainable products, and their preference for sustainable brands has increased by 24%.
Out with the old, in with the new.
It’s time to capture the attention of Gen Z if your business is aiming to stay relevant.
I’ve observed firsthand how crucial it is to understand and engage this generation effectively. Gen Z, born between the mid-1990s and early 2010s, represents a demographic that is not only tech-savvy but also highly values-driven.
In other words, things are changing.
After some research, and an interview with Alina Cahill, Product Lead at Wolt+, I’ve come up with some strategies for grabbing the attention of this generation.
Current trends in engaging Gen Z
Personalization through data analytics
Leveraging data analytics for personalization is key to engaging Gen Z.
Brands like TikTok have set high expectations with highly personalized algorithms that capture users' attention by tailoring content to individual preferences. This level of personalization is now a basic expectation for Gen Z consumers.
According to Harvard Business Review, TikTok's algorithms analyze user behavior in real-time to serve highly relevant content, making it a platform that keeps users engaged for extended periods.
Sustainability and ethical practices
Gen Z's concern for the environment and ethical practices cannot be overstated.
Companies must integrate sustainability into their business models to attract and retain these consumers. Brands like Patagonia and TOMS have successfully captured Gen Z's loyalty by championing environmental and social causes.
Patagonia, for instance, is renowned for its commitment to environmental sustainability, actively encouraging consumers to buy less and recycle more. TOMS, on the other hand, has built its brand around the one-for-one model, where each purchase helps someone in need.
Lesson learnt whether you’re looking to make more profit or be sustainable…
Green is the new black.
The impact of social media and digital presence
The days of newspapers and TV ads are over.
Platforms like Instagram, Snapchat, and TikTok are where Gen Z spends a significant amount of their time. A strong social media presence that speaks their language and engages them with authentic content is crucial.
Forbes highlights that creating engaging and interactive content, such as challenges, polls, and live videos, can capture Gen Z's attention. Offering special discounts and fostering interactive communities online can also build strong brand loyalty.
Gen Z is looking for their virtual tribe, motivate them to join!
Influencer partnerships and authenticity
Influencer marketing is particularly effective with Gen Z, who value authenticity and relatability in the brands they support. Partnering with influencers who genuinely align with your brand values can help you reach a wider audience and build trust.
According to a study, 67% of Gen Z prefer to see real people in advertisements rather than celebrities, and they are more likely to trust influencers who provide honest reviews and transparent content.
The times have gone for the A-listers, to bring in the influencers.
Interactive and immersive experiences
Gen Z craves interactive and immersive experiences that go beyond traditional marketing.
Augmented reality (AR) and virtual reality (VR) are becoming increasingly popular tools for engaging this generation. These technologies allow brands to create unique and memorable experiences that capture attention and encourage interaction.
A report by Deloitte has shown that AR and VR can enhance customer engagement by providing immersive shopping experiences, virtual try-ons, and interactive product demonstrations.
If Gen Z won't go to the store, then the store must come to Gen Z
Case studies and examples
Wolt's approach
At Wolt+, Alina’s team has implemented several strategies that can strongly engage with Gen Z. By leveraging user research and focusing on solving real problems, Wolt has created a product that resonates with its users.
The company's emphasis on sustainability and ethical practices further aligns with Gen Z's values. For example, Wolt partners with local merchants to offer a diverse range of sustainable and ethically sourced products. This approach not only meets the expectations of Gen Z consumers but also supports local businesses and communities.
Win-win!
Patagonia
Patagonia is a prime example of a brand that has successfully engaged Gen Z through its commitment to environmental sustainability. The company's "Worn Wear" program encourages customers to repair and recycle their old Patagonia gear instead of buying new items.
This initiative not only reduces waste but also fosters a sense of community and shared values among consumers, which is highly appreciated by Gen Z. Patagonia's transparent communication about its environmental impact and ethical practices has also earned it a loyal following among this younger generation.
TOMS
TOMS has built its brand around social responsibility with its one-for-one model. For every pair of shoes sold, TOMS donates a pair to someone in need.
This simple yet impactful approach has resonated well with Gen Z, who are more likely to support brands that make a positive social impact. TOMS also engages Gen Z through transparent storytelling and regular updates on the outcomes of their social initiatives.
This level of transparency and commitment to social good helps build trust and loyalty among Gen Z consumers.
Nike
Nike has effectively engaged Gen Z through its innovative use of technology and strong social media presence. The brand's "Nike Training Club" app offers personalized workout plans and interactive features that keep users engaged and motivated.
Nike also leverages social media platforms like Instagram and TikTok to create viral marketing campaigns that resonate with Gen Z's interests and values. For example, Nike's "Dream Crazier" campaign, featuring female athletes overcoming adversity, garnered widespread attention and support from Gen Z consumers who value empowerment and authenticity .
Glossier
Glossier, a beauty brand, has built a strong following among Gen Z through its user-generated content and community-driven approach. The brand encourages customers to share their experiences and product reviews on social media, creating a sense of community and belonging.
Glossier also engages with its audience through regular Instagram Q&A sessions and by showcasing real customers in its marketing campaigns. This approach not only builds authenticity but also fosters a strong connection between the brand and its Gen Z consumers.
Challenges in engaging Gen Z
Keeping up with rapidly changing trends
Gen Z is known for its fast-paced and ever-changing preferences.
Trends can emerge and fade quickly, making it challenging for businesses to keep up. To stay relevant, brands need to be agile and responsive to these shifts. Continuous monitoring of social media trends, engaging with Gen Z influencers, and maintaining a flexible marketing strategy are essential for staying ahead.
Balancing personalization and privacy
While Gen Z values personalization, they are also concerned about privacy.
Striking the right balance between delivering personalized experiences and respecting privacy is crucial. Brands must be transparent about data collection practices and ensure they are compliant with privacy regulations. Building trust through clear communication and giving users control over their data can help address privacy concerns.
Authenticity and transparency
Gen Z can quickly detect inauthenticity and insincerity in brand messaging.
They value transparency and authenticity, and any deviation can lead to a loss of trust. Brands must ensure that their actions align with their stated values and that they communicate openly with their audience. Genuine storytelling, honest communication, and consistent ethical practices are key to building credibility with Gen Z.
Basically, cancel insincerity or get canceled.
Give them what they want, what they really really want
Grabbing the attention of Gen Z requires a deep understanding of their behaviors, values, and expectations.
Personalization, sustainability, and meaningful connections are key to engaging this dynamic demographic.
By leveraging data analytics, integrating ethical practices, and fostering a strong digital and social media presence, you can capture the loyalty of Gen Z.
As Alina Cahill's experience at Wolt+ illustrates, a customer-centric approach, streamlined processes, and a motivated team are essential components of success. By addressing real problems and creating products that resonate deeply with your users, you can not only attract Gen Z but also build lasting relationships with them.
