Gen Z is Motivated

Gen Z demands more personalized communications and expects businesses to speak with them rather than at them

For example, Pizza Hut’s ‘Shut Up and Take My Money’ campaign, a massive 360-degree campaign across India, is to promote its biggest launch of the year: a new range of 12 delectable Flavour Fun pizzas, starting at an unbelievable price of just Rs.79. Targeted at Gen Z, especially the college goers and early jobbers, the campaign includes a series of fun digital films featuring Pizza Hut’s magnetic ambassador, Anuradha Menon, and a quirky "Shut Up and Take My Money" tagline to highlight the sheer affordability and variety of the new range.

With a "big picture" mindset and a strong social consciousness, Gen Z values brands that promote the topics they care about. Gen Z sees the businesses they support as an extension of their values and beliefs, much as they see their digital lives as an extension of their physical lives

Gen Z sees their purchase decisions as a method to support the causes they care about. Gen Z pays attention to cause marketing, whether it's promoting diversity, bringing attention to a cause, or implementing sustainable practices.

Lyft is a good example They launched an initiative called "LyftUp" with the goal of delivering transportation to individuals in America who need it the most offering access to groceries, voting, and job interviews using their advantageous position in the mobility market. They also used influencer marketing to magnify their message in order to reach Gen Z with their campaign.

Gen Z is driven by a need for authenticity—but what does that mean for marketing?

by Cause

When Instagram was launched, businesses embraced the app right away as a fresh, more "genuine" method to engage with customers by taking them behind the scenes and introducing them to the less polished side of the company But that quickly gave way to the highly curated Instagram of today, which is tailored for as many ad placements as a mobile app is able to support.

Gen Z has generally abandoned that style of social media in favour of one that feels more unpolished and more unfinished. TikTok and Snapchat are their favoured social media platforms because these platforms tend to include more "genuine" material.