Your Business Needs To Adapt To Appeal To Gen Z

A new generation of influencers has arrived. Members of Gen Z, people born from the late 1990’s to early 2010’s are what McKinsey describes as “true digital natives”. From their earliest years they have been exposed to the internet, social media, and mobile phones. “That context has produced a hypercognitive generation very comfortable with collecting and cross-referencing many sources of information and with integrating virtual and offline experiences”.

A survey that was recently carried out showed that there are four Gen Z core behaviours, all of which are based on their search for the truth. They value individual expression and beliefs. They believe in using dialogue to improve the world and solve disagreements. They are ready to tackle a variety of causes. And they make decisions in a highly analytical and pragmatic way. These beliefs and behaviours influence the way in which Gen Z people associate with brands and regard consumption.

Your Business Has To Be On The Right Foot

It follows that if you want your business to be on the right foot for this upcoming generation, you need to change your own thinking and develop strategies and approaches that appeal to Gen Z. If not, it won’t be too long before you are out in the cold.

At Selfhood, we connect with Gen Z Insight by conducting Gen Z research so that you can understand exactly how they feel and what they believe, and this is why you need our help so that you can adapt and introduce change in your business in order to be playing to the right audience in the right way. They are realistic and live life pragmatically, with truth at the base of everything they believe and do.

Part of the survey we referred to earlier found that two thirds – 66% – of Gen Z people would agree to join someone who has different thoughts, if they have a shared cause. At the same time, up to 81% of them would stop buying brands from companies whose campaigns they regarded as macho, homophobic, or racist.

Our Gen Z research can help your brand to discover exactly what it is that your future customers are going to want and the way that they want you to behave. For many years, consumer companies and retailers have increased profits through the use of economies of scale. Our Gen Z insight seems to indicate that while that is good, going forward, businesses are also going to have to cater for customisation to specific groups of consumers as well.