(People) Gen Zs, born wired
Graphic made by student
This week focused on people which tackled the topics of consumer psychology and behavior. The content was mainly focused on Generation Z. This group is argued to be between the ages 11 to 26 and is the first generation to be digital natives (born in an era in which technology is accessible and common. As a result, Gen Z is oversaturated with information as it is used to access it without difficulties and even unrequitedly. The exposure to multiple opinions and points of view have made them more open-minded than previous generation placing inclusivity and environmental awareness as their core values. However, their point of view is also tainted by pessimism originated by the global unrest, and an extreme desire for individualism fueled by an oversaturation of trends. To attract this age group brands should focus on developing “original” brand images and UGC(User Generated Content). The “original” brand image will create curiosity amongst the target audience and thus desire to possess something that is not yet viral in TikTok. This originality could be achieved by presenting creative approaches to their previously mentioned core values which will further fuel their interest. Secondly, the UGC will cement the message promoted by the brand as it will give it agency and veracity, coming from one of their own Gen Z is more likely to listen.
Considering that Gen Z is so keen on diversity, more and more brands have turned their attention towards this topic to attract this age group of consumers. Such is the case of US Vogue and its struggle to pivot towards diversity. In the early 2000s, the publication’s covers featured mainly white skinny women or models of color that portrayed European features. However, in the late 2000s, the covers have changed more and more featuring curvier women, like Kim Kardashian, or even men who embrace their feminine energy, like Harry Styles. This is a clear attempt to attract Gen Z readers and align with their ideals. Nevertheless, the brand has had its missteps when trying to portray diversity by misrepresenting cultures and ethnicities, like the in-location shoot styled by Phyllis Posnick with Karlie Kloss in Japan’s Ise-Shima National Park. That is why brands should have communication as a core people skill to successfully connect with the customer. If the brand listens to the consumer, then there is no risk or need for speculation, avoiding embarrassing mistakes.