Generation Z, or Gen Z, is becoming an increasingly important demographic for brands to target. Born between 1997 and 2012, this generation makes up over a quarter of the global population and has immense buying power. However, connecting with Gen Z requires a different approach than previous generations.
In a recent article from Campaign India, Quantum Consumer Solutions associate, Rohit Sharma, discusses the shift in values and attitudes of Gen Z. Unlike their Millennial predecessors, Gen Z is more conservative and cautious when it comes to brand loyalty. They are not easily swayed by flashy ads or empty promises.
So, how can brands effectively connect with this new conservative generation? According to Sharma, it all comes down to authenticity.
Authenticity over Virtue Signaling
In the age of social media and cancel culture, many brands are quick to jump on the bandwagon of social and political issues for the sake of appearing “woke” and socially responsible. However, this tactic can backfire with Gen Z. They are not easily fooled by empty gestures and are quick to call out brands for their lack of genuine commitment to their stated values.
Sharma suggests that brands need to move beyond virtue signaling and instead, display their values through meaningful actions. This means actively engaging in social and environmental issues and making real changes within their company culture and practices.
Gen Z wants to see that brands are not just talking the talk, but also walking the walk.
Implications for Brand Leaders
For business owners, CMOs, and marketing heads, this shift in values and attitudes among Gen Z has significant implications for brand building and market relevance. It means that traditional marketing tactics may not be as effective and that brands need to adapt to the changing landscape.
Brands must be authentic and transparent in their values and actions in order to connect with and earn the loyalty of Gen Z. This may require some introspection and changes within the company, but it will ultimately pay off in the long run.
Creatore’s Take
At Creatore, we understand the importance of authenticity and values in branding. As a premium Indian branding agency, we help businesses develop strategies that align with their values and effectively communicate them to their target audience.
Our digital marketing services, including social media marketing, Google Ads management, and Facebook advertising, are designed to help brands reach and engage with Gen Z in an authentic and meaningful way.
Don’t get left behind in the changing landscape of marketing in India. Let Creatore be your guide in effectively connecting with Gen Z and building a strong and relevant brand. Contact us today to learn more.