In a new survey, Vogue uncovered Gen Z’s current approach and expectations for consumerism, influencing and marketing. This is a generation that has grown up with ads in the palm of their hands. While we had to see them on television or in magazines, or hear ads on the radio when we were kids, our children are getting clips in between favourite YouTube videos or even while playing a game on an iPad.
One key point in the survey – that didn’t fully surprise me as a parent of two Gen Z kids – were results about how much value Gen Z places on experience and community. Given how ‘online’ their childhood has been, they are looking for more than just passive marketing while they scroll. In fact, they are seeing through those tactics.
The article shares that “[f]or many Gen Z customers, simply selling a product isn’t enough — brands need to build a universe. 54 per cent of Gen Zs say that their favourite brands are the ones that make them feel like they’re part of a community... In other words, “cool” brands are the ones engaging this generation with far more than just product.”
They also want experiences, not just passive connections. Are we surprised? This is a group that were at pivotal ages during the pandemic and beyond which has seen so much misinformation and uncertainty online.
“Gen Z is the loneliest generation, according to the Cigna US Loneliness Index. Insights platform GWI also found that almost a third (29 per cent) of Gen Zs say they are prone to anxiety. In spite of this, the connection brands provide can help young consumers feel a sense of belonging.” Read the full Vogue article for more information.
That desire for belonging and meaningful experiences are on full display if you attend a concert with Gen Z, something I’ve done recently. The energy is electric. They may be recording on their phones but they are dancing and singing and filling the stadiums. They are buying merch (physical products seem to be making a comeback or maybe never really left) and participating actively in advance of the concert through social media accounts. There are suggested dress codes and pre-planning that happens in groups.
As a parent and marketer with an interest in digital media literacy, this is all valuable data, but we are seeing it in real time with the real lives of our kids. They crave community and they want experiences. We all should give that to them, branded or not. That’s also where digital media literacy comes in: helping young people understand how marketing, influence and online communities work so they can engage with them confidently and critically.
Marketers and communicators – and digital media literacy educators - have a lot to learn and change going forward but that’s a good place to start.
Related resources:
- Talking to kids about advertising
- Protecting Your Privacy on Commercial Apps and Websites
- Dealing with Marketing: What Parents Can Do
- Advertising techniques
- Talking to kids about vaping