people
Gen Z has adapted to the internet since childhood and is accustomed to and proficient in using social media and various new technology products. They not only have amazing diversity but also look forward to more uniqueness while embracing diversity. In addition, they have strong inclusivity and treat every category of people equally. In other words, Gen Z has the strongest patience and learning ability. As of 2020, Gen Z accounted for 40% of the total number of consumers, and 59% of Gen Z stated that they believe in brands that accompany their growth (Guo and Luo, 2023).
Gen Z is born with piercing eyes and is a digital expert. They can easily tell brieflywhether it’s real or fake, and they are also difficult to be satisfied. If a brand wants to approach this large consumer group, it is compulsory to consider the following points:
1. Be adaptable.
2. Treat each other sincerely.
3. Provide personalized services.
4. Seize the opportunity.
5. Tailor a unique marketing plan for Gen Z.
6. Properly communicate values.
Hollie Harding, the procurement manager at Browns, experienced that “young consumers rush into the store, holding their phones to display photos saved from Instagram, and want to buy a brand bag that I haven’t even heard of. Finally, they found that the bags that were asked the most were from new brands such as Mansur Gavriel, Staud, Wandler, Telfar, By Far, etc., rather than old fashions. After long-term neglect of the digital revolution and the GenZ community, many retailers and established brands have been trying to understand their interests and habits in the past few years. Even luxury brands have seen many immediate new models in recent years, with exaggerated designs and bold colour schemes all aimed at attracting the new Gen Z consumers.
In summary, the biggest feature that attracts Gen Z is uniqueness, but this uniqueness needs to convey a uniqueness that aligns with mainstream values and is meaningful in the realistic world. Publicity is also important, especially in terms of internet effects, as Instagram and TikTok have powerful marketing effects.
Reference
Wenshan G., Qiangqiang L., 2023. “Investigating the impact of intelligent personal assistants on the purchase intentions of Generation Z consumers: The moderating role of brand credibility”. Journal of Retailing and Consumer Services, Volume 73.103353, ISSN 0969-6989,https://doi.org/10.1016/j.jretconser.2023.103353.