Gen Z - 10 Takeaways for Marketers

10 Gen Z Takeaways for Marketers

Identity Shifters | An RPA report

10 Gen Z Takeaways for Marketers

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For Generation Z, identity is contextual in the ever-altering,  instantaneous, always-connected world in which they live. And so, they’ve responded by becoming identity shifters  like we’ve never seen.

While most reports have attempted to sum them up with  statistics, advertising and marketing agency RPA has taken a  fundamentally different approach: a qualitative exploration  about Gen Z, by Gen Z. The result offers marketers valuable  insight into how to connect with the generation that’s  reinterpreting and reshaping the market as we know it.

1. GEN Z SHIFTS THEIR IDENTITIES DEPENDING ON  THE SITUATION.  MAYBE BRANDS SHOULD TOO.

We’ve long held that a brand has to be consistent—precise,  fixed, living within guidelines; for this next generation, that’s  not necessarily the case.

2. AMONG THEIR PEERS, GEN Z PRACTICES  SITUATIONAL CORRECTNESS.  LEVERAGE THE POWER OF GROUP DYNAMICS.

Social cues from peer groups will decide if your brand or  message sinks or swims. Tap into the right influencers and  influences to gain a following.

3. GEN Z APPRECIATES DIVERSITY. BUT THEY DON’T WANT TO BE DIFFERENT.

Diversity is a core gen Z value. However, in reality, gen Z’s  preference is often to be with people who are more like  them than not.

4. RISK STANDING FOR SOMETHING - SO GEN Z  DOESN’T HAVE TO.

Gen Z often prefers to retweet than be the author of  something controversial. They appreciate when others  take the risk so they can follow.

5. GEN Z SEEKS VALIDATION.  LET THEM KNOW THEY MATTER.

Gen Z requires more feedback that they matter to you as a  customer, and they are going to need proof.

6. DON’T JUST MARKET YOUR BRAND.  HELP GEN Z MARKET THEMSELVES.

Gen Z sees brands as potential allies and resources in their own  quest to be known—so help them. Their identity is a resource  to be monetized.

7. GEN Z REJECTS CONFINING LABELS.  ENABLE THEM TO BE THEIR SELVES.

Using labels like “real moms” or “you’re a smart customer”  signal that you don’t get it as a marketer. Personalization is  important to Gen Z. But it will only succeed when it avoids rigid  labels and lets the audience self-select who they are.

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8.  TRUTH MATTERS.  AND SO DOES FICTION.

Gen Z has a more nuanced relationship to truth than  Millennials. They navigate their world by polishing, editing and  even suppressing elements of themselves. Sometimes, a story  or persona can be more “real” than the actual thing.

9. GEN Z IS A GENERATION OF BELIEVERS.  HELP THEM TO BE DOERS.

Gen Z thinks their generation will change the world—but it’s  rooted in their passionate beliefs, not necessarily their actions.

10. DON’T MARKET TO WHO Z IS.  HELP THEM BE WHO THEY WANT TO BE.

Gen Z does not want to be limited by the here and now.  Brands can help Gen Z convey their best self...or selves.

Download "10 Gen Z Takeaways for Marketers" PDF

For more detail, or to download the full 90-page report, visit: https://identityshifters.rpa.com

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