TEDx Talks “Marketing to Gen Z”

04 Feb 2019

Generation Z (also known as Post-Millennials, the iGeneration ) is the newest generation to be named and were born between 1995 and 2015. One of the main characteristic of Generation Z is that they have used the Internet since a young age and are comfortable with technology and social media. Since they’re getting older, which means they are beginning to enter the workforce and possess buying power, it is now the time for marketers to pay attention to Gen Z.

A marketing professional with over two decades of experience, who has previously worked with Microsoft & Nokia India, Viral Oza, gave an interesting insights on how to marketing to Gen Z.

So, here we summarize them for you

  1. The 3 key tenets/principles & changes Gen Z are going through:
  • Dynamics of Respect
  • Constant Collaboration
  • The Changing Nature of Authority Figures and Influencers

 

  1. Dynamics of Respect

In order to match the Gen Z’s expectation and their respects, a brand must have authenticity and empathy.

Authenticity as in a Brand has to be honest and stands up for the values it espouses.

Because based on 91% of consumers research within the US said that they value honesty about products and services more than the products and services itself.

 

“A gap due to poor execution of genuine intentions is far better than making the mistakes to potray a brand as something it is not.” Said Viral Oza on TEDx Talks Jun 22,2016.

 

  1. Constant Collaboration

Since The Gen Z of today are in the habits of collaborating ( virtually through electronic devices) and cant do things without their devices, therefore an old/used  ‘one way’ style communication can no longer be suitable for them.

As an example, in order for a 30 seconds TVC to works and deliver the brands message well, there is a need for dialogue in the context of the consumers lives.

 

  1. The Changing Nature of Authority Figures and Influencers

88% of consumers said that they listened to product recommendation of those consumers who’ve written reviews online as much as they listened to the recommendations of their personal contacts. This research states that these days Gen Z base their decision on brands by the online comments/reviews of unknown users or as old man would think as ‘strangers’. So there’s definitely been a radically change of the nature of authority and influencers over the decades. It is what today Gen Z does anyway!.

 

 

Source: https://www.youtube.com/watch?v=Q_VoSM7h6Ss