Gen-Z Marketing in 2023: Understanding Their Values and Interests
The generation that dominates dance crazes, uses TikTok shop more than Amazon and should be high on the agenda for targeting marketing campaigns – Gen-Z is the generation that keeps on giving.
But if you’re not a Gen-Z yourself or aren’t sure where to start with the demographic, we have some interesting insight here at Disrupt that could help. With actual Gen-Zers on the team and an MD who has a blue tick, we’ve got you covered.
Speak your truth
Gen-Z is hot on it when it comes to the ol’ #ad. They see through partnerships which are done for a quick buck and instead value authenticity and transparency in their advertising. Research shows that 1 in 3 of Gen-Zers trusts an influencer’s opinion more than a brand.
Brands need to ensure that their influencer marketing ads have honesty at their core in order to gain the trust of gen-Z and to avoid creators misleading the audience that made them.
Diversity and inclusivity
Gen-Z values representation and inclusivity in a way society has not seen before. They fight for visibility for groups that have not been given a spotlight previously. It shouldn’t even be a question that brands should partner with a diverse group of influencers that not only reflect the values and interests of their target audience but is the bare minimum of what any brand could and should be doing. Gen-Z are also very socially and politically aware, with creators such as Mikaela Loach using their platforms to speak up on what they believe in.
They’re also not afraid to make stuff that bothers them go viral, and not for the right reasons. Just look at the Lydia Millen controversy a few months back, people were very quick to hold her accountable and put their 2 pence in, something like this may have been ignored a few years ago.
Gen-Z wants fast and digestible content, it’s why we’ve seen such a rise in video over the past few years. Olivia Spalter, the founder of No Name talent agency, says:
“Most of the upcoming or successful content creators have started off younger than ever before, meaning their attention span is getting shorter and shorter as they are constantly looking for the next best thing or trend.
Brands that are targeting Gen-Z need to understand their audience’s wants and needs and ensure they are creating content that they want to see, whether that’s familiar faces, up to date trends or showing new and exciting content.
The brands that really nail what Gen-Zers want are the companies that are going to break the market the quickest, as social proof and word of mouth are very important for this audience.”
The reason why influencers such as Eden Harvey are so popular is because they are raw and real in their content. Eden became popular by eating with her followers during the lockdown as a way to combat loneliness, she’s also super open with her followers. In fact, from a survey, 53% of people said they made a connection on social media they wouldn’t have done in real life, during the pandemic. (We did a podcast with Eden and ECCO shoes where she tells her story, check it out!)
Gen-Z are beyond tired of overly polished content and while high production aesthetic is nice to look at, it’s not realistic and it’s not relatable – and Gen-Z are happy to scroll right past it. They want their creators and the content they produce relatable and easily digestible, that’s why they follow them. Brands should consider this realness when putting together creative strategies.
Turns out 60% of Gen-Z say they couldn’t live in a world without social media, and we reckon it will go up over time with older generations too, especially those industries making a living out of it (Disrupt literally would not exist).