INSIDE THE MIND OF GEN Z

Interested to find out more about the above Gen Z packages we offer? Drop us a line at: new.biz@mcsaatchipr.com / 07711766150

UNDERSTANDING GEN Z

1. Understand Your Audience 2. Cut through and connect with Gen Z 3. Authencity is key 4. Use the right advocatesDeveloping consumer personas. What are their purchasing behaviours, expectations from brands, what communications do they prefer and which social platforms are they on? Using our 40+ in-house platforms and tools as well as consumer experts, we can segment this broad audience into detailed consumer profiles that are meaningful, authentic and usable for your brand communications. By building profiles based on behavioural, demographic and attitudinal insight we can create targeted campaigns together that truly resonate with your consumer.

Channel audit and strategy. Gen Z are a complex audience, who are mobile-first users that also value real-life experiences. We can undertake an audit of your existing channels (online and offline) and create a channel strategy that will enable you to ensure you are communicating in the most effective way possible with your target audience. Is a Snapchat content series really the most impactful way to reach your audience or can you get the best results from an immersive event? We can ensure that your channels are set up to deliver against our recommendations.

One day workshop. The best communications feel authentic to your brand, aligned to your values and believable to your audience. It’s something that Gen Z are particularly tuned into. During the course of this one-day workshop we will work with your team to develop clear guidelines around tone of voice and a set of messages that are differentiated.

Identifying your influencers. Gen Z put their faith in influencers over and above all other forms of marketing, so making sure you identify the right influencers that will resonate with your audiences is key. We have a dedicated influencer squad who identify and build relationships with the most relevant online influencers. We will help you pinpoint the right influencers for your audience, ensuring they authentically align with your brand.

Connecting WITH GEN Z Gen Z are making senior marketers nervous by increasingly doing their own thing, often excluding brands. What can we do to ensure brands are always front of mind with this audience?

Hold their attention:

On average, they see 4,000 messages a day from brands vying for their attention. Brands need to tell a relevant, quick story that “adds value to young audiences and compliments the mission the brand is on. Not just which channels they’re on, but a firm grip of ‘why’ they are there.” Julian Cirrone, Creative Director at M&C Saatchi PR

Work with them:

44% believe their lifestyle isn’t represented in adverts. Popular culture might be a shortcut to attract this audience, but to really build advocates, Gen Z want to feel a genuine connection with companies. Gen Z consumers have some thought starters:

Afshan, 21, “We like to put our own spin on things – but we don’t think that we can always do this alone. We can do it differently to how it’s been done before by truly collaborating – whether with brands, other influencers or young people with the same vision.”

Poppy, 22, “Brands could give Gen Z a challenge – barriers to smash through! Give us something difficult and a chance for us to express ourselves”.

A buzzword at the moment is ‘authenticity’ and the increasing demand for it. It’s said that authenticity is being true to who you are and your values - with consistency. There is a difference between consumers saying; ‘I like you’ to a brand and ‘I want to BE like you’. It takes authenticity to achieve deeper levels of affinity and having more than a surface-level ‘chat’ with consumers.

Gen Z crave a personal, authentic connection. Beauty brand Glossier nailed this by building its brand on Instagram, with the founder using the platform to ask followers what they thought of logos and packaging.

With the digital landscape constantly evolving and brands looking to stay at the forefront of what’s relevant for the next generation, it’s safe to say Gen Z require a language of their own.

Brands need to give this audience something, or someone, to engage with. An effective way to do this is to put a face to your company, or product. The most effective way is by engaging captivating influencers – names that resonate amongst this audience.

Gen Z know when they’re being targeted and when they’re being marketed to. They understand when a brand has parted with money through an influencer and can see whether that collaboration is deeper and if the values are aligned.

At our recent event we got under the skin of Gen Z, exploring the nuances separating Gen Z from teenagers that have preceded them.

Their channels of choice:

Gen Z grew up with technology and their primary reasons for using social media is to ‘organise events’, ‘to not miss out on anything’ and to follow ‘celebrities/influencers’. Gen Z want to be entertained in the social space and this is apparent in their choice of social platforms: YouTube attracts by far the biggest contingent, shortly followed by Instagram and Facebook. “Snapchat is cancelled“, Tisloh, 19, Gen Z influencer.

Their ambitions:

They grew up learning about the successes of various tech-start up entrepreneurs and the YouTube stars that paved their own way to fame – unsurprisingly 72% of Gen Z want to run their own business in the near-future.

For Gen Z, career progression is more important than money and they’re willing to sacrifice free time to get ahead professionally; “you can be whoever you want and there’s freedom to be authentic too”, Tisloh, 19.

Cultural values:

From their early access to social, Gen Z have a deep knowledge of different cultures around the world, whether they’ve travelled there or not. Brands can facilitate further exploration of the world and other societies with Gen Z (e.g. give them a platform). Brands could offer a small or large scale contribution – all to assist Gen Z find their place in society.

They’re an open-minded, non-traditional generation who are unwilling to accept stereotypes. They’re a generation we “can’t put a label on” (Poppy, 22, Gen Z Consumer) who intentionally go “against pre-formed notions of the done-thing’’. (Afshan, 21, Gen Z influencer).

Gen Z look to brands who create a platform and/or content that champions individuality. Gen Z is not a one size fits all audience and the key to creating communications that have impact is understanding who within this generation are really your consumers.

AUTHENTICITY IS KEY IDENTIFY YOUR INFLUENCERS

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