In today’s VUCA world, every brand is busy identifying the most effective way to communicate and engage with its audience. It is a no-brainer that the efficacy of any communication strategy depends on how well the brand resonates with the target consumer cohort. According to the Boston Consulting Group and Snap Inc. report, today over 43% of India’s total consumer expenditure, amounting to ₹72.28 lakh crore ($860 billion), is driven by Gen Z, which makes up only 26% of the population. The report forecasted that by 2025, every second Gen Z individual will earn, contributing to an overall consumer spending of $2 trillion (₹168 lakh crore).
How are brands attempting to reach Gen Z?
- All Things Tech – Consumers’ behaviour is largely governed by the surroundings and environment in which individuals operate, just as for Gen Zs, everything has to be tech-driven since this generation was born in the most digitally advanced era. Gen Zs eat, live, and breathe with tech. Their major content consumption happens through digital tools and platforms. They are constantly engaged on platforms like YouTube, Instagram, TikTok, Snapchat, and so on, and mostly use their mobile phones to read, watch, and shop. So, they are most receptive to mobile adaptive content.
- Authentic Content – Gen Z likes more authentic and relatable content even on digital platforms. For them, the digital world is no less than the real world. Gen Zs like brands that are honest and transparent. They are quick to form opinions and establish their likes and dislikes, hence, brands need to produce original content that speaks about what they are and what they stand for to keep Gen Z engaged.
- Ephemeral content – According to the study by Microsoft, Gen Z has an attention span of 8 seconds, which is lower than the previous generations. They like fun and quick content over the traditional long format. Especially the features like YouTube shorts or Instagram reels are a super hit with them. Due to the short life, this kind of content helps create a sort of urgency and a FOMO, and brands are capitalizing big time on this. They also prefer following their real-life heroes rather than blindly patronizing any known influencer.
- Purpose and Innovation – There is a growing demand for brands to speak out on global issues, such as climate change, social justice, and diversity. It has been observed that Gen Z loves to attend and promote such events and in turn, ends up purchasing from these brands. It is more likely that they will support brands whose values are reflected in meaningful action, which goes beyond marketing. As global brands have developed empathetic communication and campaigns, they have become more engaging and creative using technology. Social listening tools help brands understand what truly matters to their audience, while data analytics allow them to measure impact and fine-tune their messaging in real-time.
- VR & AR - Gen Zs like engaging & interactive digital experiences. They value seamless integration of the digital and the real world. The virtual try-ons and product visualizations help them make the right purchase option. They yearn for personalized brand interactions, and AR allows them a memorable experience, making them more brand loyal. This league of customers enjoys AR experience not only for shopping or content consumption, in fact for educational purposes; also, they stay more motivated with AR gamified lessons. With 3D models and virtual experiments, AR provides them with an immersive learning experience. Education brands can adapt and advertise these future-ready technological tools to impress Gen Z learners and promise them a digital-first learning experience.
Through a combination of authenticity, innovation, and sustainability, brand communication is a different world altogether. Using technology, storytelling, and personalized experiences, brands can forge deep, meaningful connections with this highly mobile generation.
