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WANT TO WIN OVER GEN Z? HERE'S WHAT NOT TO DO
hello@thisisselfhood.com 020 3195 5250 Gen Z is a passionate and socially conscientious generation that breaks down the status quo whenever they can. If you’re familiar with our blog, you have probably already learnt plenty of tips and tricks on marketing to this young group of people, and what matters to them. You know that they care about authenticity, making an impact on the world, and enjoying real experiences with brands they trust and love. With that in mind, in their attempt to pursue the loyalty of their Gen Z audience, some brands make missteps in the wrong direction. We’re here to help you avoid that outcome. Here are five things you should NOT do to win over Gen Z customers.
Jumping on the Bandwagon
Gen Z research has revealed time and time again that this generation of youths wants to see true change in the world. So Gen Z buys from brands that share their values and involve themselves in issues they care about,
hello@thisisselfhood.com 020 3195 5250 from sustainability to fighting racism and supporting movements like BLM. However, paying lip service to these causes is not enough. Brands that add a rainbow filter to their social media profiles in support of LGBTQ rights without actually contributing to these causes might lose their young customers’ respect. Gen Z isn’t just listening to what your posts and marketing say. They will actually dig into your company and find out if you can put your money where your mouth is. So avoid jumping on the bandwagon just for the sake of it. Gen Z will see through you straight away.
Excluding Potential Customers
Gen Z cares about inclusivity more than any generation before. They are open-minded and want to experiment, exploring their identity and new horizons. That’s why you should not assume that your product will only find appeal with one narrow group of Gen Z customers.
hello@thisisselfhood.com 020 3195 5250 Brands should avoid gatekeeping in their marketing. Shutting off their product to other demographics signifies a brand that doesn’t align with Gen Z’s core beliefs and might lose out on new target audiences.
Promoting Unrealistic Ideals
Body image is still an important buzzword for Gen Z. The youth nowadays is no longer simply influenced by media. However, they are well aware of the messaging social media and marketing can project. That’s why Gen Z is increasingly impressed with brands that feature realistic and authentic bodies and ideals in their marketing materials. Showing the unedited truth about your models and actors in campaigns makes your content more relatable to Gen Z. Gen Z doesn’t want to see glamour and perfectionism in their favourite brands. Instead, they want to see that your product understands and reflects their own needs and experiences.
hello@thisisselfhood.com 020 3195 5250 Overloading with Advertisements
According to Gen Z research, the youth is not as adverse to ads as you might think. On the contrary, they don’t mind seeing ads online, so long as they are relevant. That’s why brands should not try to bombard their young target audience with ads. Instead, they should get their attention by tailoring their message to specific audience segments and making their ads more relevant. This is good news for brands all around. Not only is such personalization more effective, but you will spend less money marketing to smaller audience groups.
Staying Silent on Important Issues
Whilst insincere brand activism isn’t the way to go, neither is complete neutrality. If you see injustice, your Gen Z customers want you to speak out against it. This audience requires businesses to use their platforms to affect good in the world.
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If you say nothing to support the fact that black and Trans lives matter and remain neutral on vital issues, you are doing the wrong thing in the eyes of Gen Z. There are just as many ways to alienate your young target audience as there are ways to win them over. That’s why you should work with a youth market research company like This is Selfhood. With our network of U30 consumers, we constantly tune in to what matters to young buyers and what brands can do to align themselves with their vision for the future. Get in touch today to learn how to help you build a more effective youth marketing strategy.
hello@thisisselfhood.com 020 3195 5250
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