Keep it real. Gen Z is not interested in marketing gimmicks and advertising game-play. This generation doesn’t settle for what’s worked in the past. It’s a demographic hooked on TikTok and other creative platforms for self-expression.
They are less likely to buy into something at face value and instead look behind the curtain for shared values and virtues held by the brand. The best thing advertisers can do is understand what makes the Gen Z consumer demographic different and use this information to their advantage.
What Works When Advertising to Gen Z
Let’s explore in more detail what actually works when advertising to Gen Z and why. There are likely to be areas you’ll need to rework your current ad strategy to elevate effectiveness.
Convey Strong and Clear Values and Mission
This generation doesn’t tolerate smoke and mirrors of any kind. Not in what’s coming down the advertising pipelines nor ambiguous values or generic mission statements. Depth and authenticity are of high priority among the Gen Z collective.
They appreciate and arguably demand no-nonsense transparency in a brand’s values and mission. They understand their purchasing power and are adamant about using their finances to support a brand whose cause they believe in.
Why it Works — They understand influence. Gen Zers want to be part of a movement when supporting brands and their underlying values and virtues. They know they can either help influence a product or service or seek to shun it out of existence.
Overall, they need to feel like they are making a positive impact on the world in the areas they believe are important. When brands align with their strongly held beliefs, they will support them.
Connect with Influencers
Influencers are the liaison between Gen Z consumers and the competition of brands vying for their loyalty. They hold tremendous advertising power to the Gen Z audience. Influencers will be honest and transparent through unfiltered opinions and reviews. It’s especially effective when influencers are fellow Gen Zers and therefore better able to speak to their own generation with the understanding of what they value.
Why it Works — Trust is crucial to Gen Z. When they have an influencer they trust, they are much more likely to follow their recommendations and invest in the products they promote. They want honesty over salesy tricks and gimmicks.
ON Advertising is One of Phoenix’s Top Advertising Agencies
ON Advertising consists of brand strategists working synergistically to develop and support successful market influence. Our full-scale consideration of each facet of marketing and advertising operates with clear goals and objectives laid out for each client and their unique needs.
Our team of thinkers, creatives, and observers blend their talents to develop a brand that works for you. Whether you are seeking additional advertising advice for your Gen Z audience or any other marketing project, we can make it happen!
Contact us today to learn more about our services and how we can help your business shine.