Winning With Generation Z: What Drives and Motivates Them?

Exploration and Discovery

Gen-Z has been found in large part to be brand agnostic. Perhaps they recognize that there are multiple ways to approach a solution to a problem, and are therefore likely to keep an open mind by trying different brands, rather than locking down their loyalty to a particular one.

In other words, Gen-Z is far more interested in exploration and discovery. With such hands-on individuals, it shouldn’t come as much of a surprise. After all, discovery is entertaining, fun, and exciting. Too many choices are better than too few. Discovery also drives brand engagement, with more brands given a chance by the Gen-Z consumer.

This of course means that when it comes to Gen-Z marketing, brands are wise to pay attention. Not only do recommendations from satisfied family members and friends influence Gen-Z discovery choices and purchasing decisions, but Gen-Z is also keen on the observational details.

This means that they could see through empty rhetoric and the facade of fictitious intent. For instance, a company claiming sustainability with plastic layers around its packaging is going to pay for their “tell” with lost business to young consumers who will pick up on them very quickly.

Disruption to the Status Quo

Scott Fitzgerald would sum up Gen-Z perfectly, long before their time when he stated that “the test of a first-rate intelligence is the ability to hold two opposing ideas in mind at the same time and still retain the ability to function.”

Gen-Z lives true to these words by recognizing that one does not always have to choose between choice X and choice Y. Sometimes there are no options, and other times there is a vastness of choices. The key is knowing the choice map and being able to have the ability to choose at all, which is most vital.

One area where Gen-Z seems to put little concern is the classification of gender-based marketing, something that has stuck throughout the marketing structure of most companies thus far. If they are looking to purchase a product, gender classification would be a very small fraction of their decision about buying the product.

Because gender has little bearing on purchasing decisions, it is important for brands not to overfocus on that area. Too much attention given to this marketing aspect likely means that the messaging will come off as forced and inauthentic. And Gen-Z values authenticity with high regard.

Perpetual Change

It is only fair to expect a generation that grew up through near-constant change to be more than comfortable with the idea in their product and brand choices. In fact, surveys of 17 to 23 years olds have consistently shown that Gen-Z wants marketers to recognize that change is inevitable and to embrace its perpetual nature. One of Gen-Z’s biggest turn-offs is a brand that is unwilling to adopt change.

Gen-Z has the access to information that informs them of and drives the change around them, so brands need to adopt the same information in order to stay aligned with their Gen-Z consumers.

The Gen-Z Marketing Strategy

To get a better idea of effective Gen-Z marketing, we found it helpful to look at 8 brands that we're able to successfully and strategically appeal to the Gen-Z population segment. These eight brands include Pop-Tarts Bites, Bang Energy Drinks, Native Deodorant, and My/Mochi Ice Cream, along with 4 others.

In all situations, social media was an important factor for putting the brands’ products in front of Gen-Z consumers’ eyes. By comparison to other content buckets, these were also touted by influencers. Those influencers that Gen-Z gravitate toward, along with brand engagement with their customer base, have resulted in a successful Gen-Z marketing approach for these brands.

Gen-Z’s shopping behavior is not stemmed from narcissism and desire for consumption, but rather from other factors like personalization, social belonging, and fun experiences.

For instance, in a survey of 17 to 23-year-old females, half preferred shopping in stores, and only a quarter opted for shopping online. By expressing an understanding of what Gen-Z consumers want, brands can more broadly appeal to this sizable generation of shoppers.

How do Brands Shape Effective Gen Z Marketing Campaigns?

Stay informed

By using a wide array of data assets to study and continue understanding Gen-Z’s evolving shopping attitudes and drive, brands can keep ahead of the curve in how they look to appeal to them.

Authenticity

Gen-Z can smell out inauthentic brands better than any generations before. It comes from being so well informed and having access to many resources that shine a light on duplicitous marketing tactics. Staying authentic is a huge element of securing Gen-Z appeal.

Stand for the Right Things

Marketing is nice when it's communicated through words and images, but if it's all sales fluff, Gen-Z will quickly abandon the brand’s products. Effectively, Gen-Z expects brands to walk the walk after they talk the talk.

Come to Gen-Z

Brands are wise to remember where their audience is. Older streams of advertising simply will not get the attention because that's not where Gen-Z spends their time.

If brands come to advanced television, video, and gaming points, they are likely to find more Gen-Z attention. Gen-Z can most notably be found on platforms that include YouTube, Pinterest, Snap, and TikTok.