2023-05-04 08:35:36
If the great marketing campaigns of recent years have taught us something important, it is that members of Generation Z expect brands to respect their rules and be really attentive to their needs. Therefore, targeting the Post Millennial audience requires a lot of attention and possibly a re-evaluation of your marketing strategy to ensure that it matches perfectly, or almost perfectly, with what they want.
But what do Post Millennials expect from the companies that turn to them? A search that Streamly carried out by interviewing some experts at Content Marketing World, he explained what are the fundamental values to attract their attention.
Who they are and what they want Post Millennials
First of all, to understand what Generation Z wants, it is necessary to understand what their members do and how they behave.
Growing up in an age of financial instability, Post Millennials want to save money. This means deciding to spend money to buy a product or service must be worth itnot so much for the content itself, but above all for the values it conveys.
READ ALSO: Gen Z only buys from those who reflect their values. Here because
Furthermore, Generation Z is the most diverse in history. This is demonstrated by a 2018 Pew Research Center study according to which 48% of it is not white and 20.8% identify as LGBT.
Equality e social justicein fact, they represent two of the most important values for this generation and the fact that a brand is close to them is fundamental for them. According to a WP Engine report on generational influence it appears that 72% of Gen Z members say they are more likely to buy from brands that contribute to social causes.
However, communicating one’s alignment with a specific cause is not enough, it is necessary for the brand to make a concrete commitment: Generation Z is not easily duped. This attitude is referred to as “radical intolerance” and refers to the systemic barriers that stand in the way of Generation Z’s goals. Consistency e loyaltytherefore, add to the values sought in a brand by Post Millennials.
In recent years, there have been many brands that have taken sides publicly, through some commercials, espousing one cause or another.
J+B whisky, for example, has created a Christmas commercial through which it wanted to tell a wonderful story of inclusion and acceptance and has a very specific mission: to demonstrate closeness to the transgender cause. And it does it brilliantly.
How to update your marketing strategy to attract Gen Z
As we have said, therefore, to enter the radar of the Z Generation it is necessary to make your content adhere to their deepest needs. But the best way to do that is to really understand their point of view. It is possible to make use of external expertise to broaden the perspectives of your communication team or do a remarkable job on your vision: the important thing is to be able to truly enter the Zed universe and understand the reason for its choices.
They are defined as “digital natives” because they were born already “immersed” in new technologies and immediately learned to understand their logic and basic rules. They grew up forming their own identity on the net and extricating themselves between fake news and infodemics: their digital critical conscience is well developed and wondering whether what they are enjoying is truth or illusion is now something automatic. As well as looking for the dimension of the conflict between what a brand declares and what it actually does.
Empathy e sinceritytherefore, are two other essential values to be appreciated by Post Millennials.
Born between 1997 and 2012, Generation Z members are totally immersed in the video dimension: they live their daily lives by watching and making videos.
The video, therefore, represents the generational cultural product that must be taken into account if we want to build a communication strategy in line with this target. A 2020 study revealed that 70% of Generation Z say product videos and photos are especially helpful when making purchasing decisions.
At the same time, however, it must be borne in mind that Post Millennials have almost completely moved to TikTok.
READ ALSO: Generation Z video trends, what young people watch and why
(Even shorter) short videos, attractive content, but also rough, not perfect, fun products that include music and trends most loved by the very young and, finally, approaches that are not overtly promotional, but create interactivity and therefore engagement: this is what what they want, from the point of view of form, the members of Generation Z.
Apart from video, other formats can also be considered. It is essential that it is visual content.
Generation Z, most of all, has allowed influencer marketing to grow and take root within contemporary society and the world of digital . If celebrities who are distant from the consumer still manage to influence the purchases of Post Millennials, the content creators closest to the public – who can interact with them – are certainly an additional resource for companies.
Telling about a brand from an organic perspective and in an authentic way is certainly an excellent choice to try to attract the target you are referring to. From this perspective, therefore, also theinfluencer marketing transforms and evolves. When it comes to involving influencers in your company, the same value argument applies: try to involve content creators who are truly committed to a social cause.
Finally, therefore, perhaps the only way to follow to intercept (and do it in the best possible way) Generation Z is that ofbe authentic.
The Z Generation has become the protagonist of a profound social and cultural transformation which is currently underway and does not seem to want to stop. Post Millennials are not afraid to declare their will for change, both personal and collective.
The best choice, probably, is to support this movement and let yourself be guided towards a better world.
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