CMOs must be more mindful on how they are engaging Gen Z consumers

Gen Z (Generation Z) consumers are the most diverse generation and social media savvy, They want to follow brands who enhance their own reputation and status. Brands will find huge difference from previous generation. CMOs (chief marketing officers) must rethink their marketing strategy and be more mindful to make Gen Z consumers loyal.

According to Gartner survey Gen Z are 1.5 times more likely to follow brand that provides content that boosts their own image. Gen Z consumers are expecting a lot from brand in comparison to previous generation. Digital transformation and social media playing key role engaging Gen Z consumers and making them loyal to brands. Gen Z expect tangible experiences, direct interaction with brands, and cool social media engagement.

In Garter survey we also found – 81 % Gen Z consumer follow their favorite celebrity, friends, etc, but only 30% are connected with brands on social networks. Gen Z consumer expecting brands strong social presence with customized, informative and inspirational content updates. CMOs must study Gen Z consumers interest, how to make them connected and loyal. Brands and CMOs needs to consider these two aspect in their digital campaigns to capture Gen Z interest.

1. Strategy: Boost Their Brand

Gen Z consumers take communicating on social media seriously, as they view it as a way to build their own personal brand. Forty-six percent of Gen Z consumers agree with the statement, “the more ‘likes’ I receive on social media, the better I feel” — all with the intent of adding value to their followers’ online experience. When looking for informative and inspirational content to share, they want it to meet one of three requirements: 1) it interests/excites me; 2) it will make my friends laugh; and 3) it expresses how I’m feeling.

“If you want Gen Z as loyal customers, you have to let them do the driving,” said Mr. Mackinnon. “Effective marketers need to embrace the sidecar role with enthusiasm and position their brand strategy around boosting Gen Z’s own personal brand. It’s not about you, it’s about them.”

Another essential part of reaching Gen Z is knowing where to reach them. Given the generation’s affinity for routinely changing social media apps, marketers must ensure their strategy has balance across social media platforms — Facebook, Instagram, Snapchat, Twitter and YouTube must all have a unique and relevant engagement strategy. 

2. Content: Leverage Their Values

Every effective digital strategy needs relevant and compelling content, and the content that is most relevant for Gen Z is rooted in their personal values. Identity, creativity and passion are still in the top 20 values for Gen Z, but new priority values that have emerged for this generation include tenacity and expertise, according to Gartner research. Gen Z consumers are the first to report that “fun” is now less important than it once was for previous generations.

“This is indicative of a much more serious generation than what we’ve seen in the past,” added Mr. Mackinnon. “Gen Z values the concept of not quitting until they’ve achieved their goal. They put the adult in young adult.”

While they don’t expect brands to save the world, Gen Z does expect brands to engage with social and political issues, according to Gartner research. Being able to take a stance on an important and relevant social issue that is appropriate for the brand, is key to capturing the attention, loyalty and wallet share of Gen Z.

“CMOs will need to demonstrate Gen-Z-level seamless movement across digital and in real life, hone thoughtful and personal messaging, and be willing to speak out on relevant social issues. Failing at any of these points means falling out of step with these important tastemakers,” added Mr. Mackinnon. “Individuality, discernment and openness will continue to be the name of the game for this large, diverse and adaptable generation.”