Gen Z's are no longer the babies we think they are. They are the new consumers that marketers need to look towards to target. However, marketers need to learn how this specific generation
thinks, what
attracts them and how they
view traditional marketing.
This generation could be the change that the world needs or they can lead traditional marketing to death.
Saads Abrahams from media update spoke to Silke Bucker from Coca-Cola Africa about her opinion on marketing with and for the Gen Z's.
Why do you think it is important to target the Gen Z audience?
Gen Z's present a unique opportunity to anyone in the marketing world — an accelerated learning curve in a world that is
rapidly changing. This is the first generation that does not conform to the marketing equations we have been taught.
They require the learning of a new set of
sensibilities and
emotional intelligence, not
just learning a new platform. Brands and marketers that can adapt and deliver value for this audience will possess the skillset necessary to win with upcoming consumer cohorts — for example Alphas, who are already showing stark differences from Gen Z and Millennials.
For me, the question should not be why we target them but rather how you make them authentically part of your community.
It is not difficult to understand why this consumer is so different — born in an era with information at their fingertips, with the click of a button,
instant gratification and complete sensory overload.
Coupled with Covid-19, the changes of the past 25 years and now facing unprecedented global economic turbulence.
Gen Zs are the prototype of tomorrow's consumer — a consumer who:
- processes information differently because they are adapting to never-ending change
- knows themselves and what they value in a sea of noise and clutter
- is savvy in their decision-making, and
- is not easily swayed by things that don't speak to them, alleviate their concerns, or validate their reality and community.
It's crucial to learn how to have conversations with this audience because they don't
need you. Brands are not competing with brands anymore — we are competing for a space in mind and heart, with any other offering that can meaningfully have the conversation and connect with the emotions and values important to these young adults.
And personally on the
why — this is the future generation, these are the youngsters that will either
fix what
we messed up or not.
They have what it takes to change the world for the better — what role do we as marketers play in the stories we tell which influences the decisions they make.
What does this audience look for in the marketing around them?
Firstly, they look for
connection and
reflection — less selling and more connecting.
[They are] completely dismissing traditional advertising — TV ads, OOH, radio — these are in the past. They live in an algorithmic world where
reels and
reels of content are scrolled through in seconds.
They look for instant gratification, for
value through authenticity and a point of view. They want to see themselves and their friends in the stories you tell, and they want to know what
you are doing to make a difference.
This generation is a lot more aware of doing good — they look for
that when they make their decisions.
From your perspective, how have Gen Zs influenced how companies market themselves?
As mentioned above, they've
burnt the rule book and are re-shaping engagements where access is granted on the ability to deliver value, to reaffirm and celebrate their lives and aspirations and a myriad of features that are making
both audience and marketers better.
Gone are the days of bling and big celebrities, of influencers pushing anything they are paid to push. This generation sees straight through it — they are looking for
real experiences. And experiences range from the product all the way through to a piece of content.
They want to be invited into a world where they can be free, where they can co-create and where they can feel something outside of white noise and content overload.
What are the trends seen in Gen Z consumer behaviour that marketers should be cognisant of?
Not so much of a trend but rather a muscle to be developed. Succeeding with Gen Z requires that we
listen and
optimise a lot more than we have ever done. Gone are the days of designing your campaign and then testing it just before you launch.
We're going to need Gen Z to hold our hands and teach us how to have healthy relationships with them. Some of it will sound
crazy to us, just like it sounds crazy when you tell your Boomer parent that you're in therapy.
But if we continue to listen and apply (rather than assume and direct), we will eventually
develop a relationship that benefits both parties.
How can brands effectively go about reaching out towards SA Gen Z audiences?
Firstly,
understand the role your brand plays in their lives —
anyone can reach them, but not everyone will resonate. Having a clear role and an authentic approach will take you far.
Put them at the
centre and actively work at adding value — that can be through social currency, unlocking barriers, bringing people together or just a fun piece of work. If it is really designed with them at the heart of it, it will do well.
And then to reach them — that
requires a transformation in how we do marketing. Step out of the comfort zone of what you know and work with local curators, with young agencies at the
pulse of what is happening. And make sure you actually have Gen Z's either in your partner teams
or on your own team.
Sense check your ideas and ideate with the people who it is
meant to connect with.
What is unique to the South African Gen Z audience?
A lack of stability that's higher than anywhere else.
Growing up we knew — get a loan, get a degree and you will get a job. That's no longer true — Gen Z's need to
dig deep for drive and excitement about a future with no stability, where the motivation to make it tomorrow comes from family, relationships and believing in yourself.
Gen Z in Europe is
just finding out about inflation. Gen Z in America is complaining about still living at home. Gen Z in Africa — moreover South Africa — have been living in the reality of those facts for a while. But still, manage to be the
most creative and
globally mimicked content creators.
There is something in them
balancing challenge and brilliance that could drive globally resonating marketing strategies and executions.
If we as marketers figure out how to have the right conversations and invite them in.
What advice do you have for local brands when it comes to marketing for this generation?
Lean into the fact that you are a local brand —
heritage and pride is big with this generation. They celebrate where they are from and they want to
actively build their communities and their continent.
[The question you need to ask yourself is:] What role will
you play in this journey as a local brand?
What are the pros and cons when it comes to marketing for Gen Z?
Pros
- You can fail fast and fail forward.
- You can be brave, you can try things and you can change your approach faster through the mediums they use.
Cons
They
hold brands accountable, they remember what you say — this is not a con, but a warning that they will see through you. So, make sure you know your role and that as a brand you can
authentically deliver what you talk about.
What are your thoughts on marketing with Gen Z's? Let us know in the comments section below.
*Image courtesy of Canva