Gen Zs are not only the most diverse generation of digital natives, but they also make up 40% of the world’s consumer population (Knit, 2022). This is only one reason brands spend resources to market to this generation.
Gen Z has a unique relationship with brands and their marketing. 72% of people believe that brands can do a better job marketing themselves. Here are some reasons why centennials have that opinion about brand advertising.
- According to Gen Z, it is probably best if brands eliminate the use of slang from their marketing strategies entirely. Many brands adopt “youth slang” in an attempt to better communicate with this generation. However, centennials feel like brands don’t understand how to talk to them.
- Dedication to social causes: a lot of times, what brands consider “wokeness” is mere “common sense” to the youngest generation. Attempts to tap into this set of values in order to sell something tend to fail because their audience does not respond well. We’re not saying you shouldn’t strive for social causes, but brands must proceed authentically and with an actual strategy behind it.
- Only 12.4% of centennials believe brands understand their sense of humor.
Brands can be easily noticed by Gen Z, both in the bad and the good aspect. Here are some reasons why your brand could be considered Cringe, Canceled, or Amazing.
Cringe can be defined as the feeling you get after experiencing something awkward, obnoxious, shameful, or unfunny. According to a study led by Knit, 65% of millennials have cringed at advertising targeted toward them.
People may find some brands’ content cringe-worthy because they misinterpret how a group of people really act, or because brands use stereotypes, try to be funny, or the content is “overdone,” as well as not understand up-to-date trends.
A brand may be considered “canceled” if people find some aspect of your brand to be incompatible with their personal values, so they’ll stop consuming your products or content. Some reasons a brand may be
canceled include them testing on animals, donating, or actively being against a cause people support.
On the bright side, brands could also be recognized for doing a great job regarding their marketing efforts. Brands that understand how to establish an online presence, particularly on social media platforms, and create content that demonstrates an understanding of their target audience are more likely to succeed.
Some reasons why a brand is considered successful among the younger generation are the authenticity of its messaging, as well as powerful messages, inspiring ads, inclusive content, a witty sense of humor, entertaining content, and effective use of social media platforms.
You now have a broader knowledge of how Gen Z perceives marketing, so keep all of that in mind the next time you send anything online. Or better yet, let us take care of your social media content.
Miss Ink offers full social media management services with everything from content to posting to graphics to ads to analytics to give your company the edge it needs.
Contact us today to learn how we can help your business.
Resource: Knit (2022)
Gen Z´s Brutal Feedback on your marketing.
