To Capture Gen Z, Brands Must Adopt a Fresh Strategy

To effectively appeal to Gen Z, brands must innovate their approach. Understanding this generation's preferences and behaviors is key to crafting strategies that resonate with them and remain relevant in the ever-evolving market landscape.

The emergence of Gen Z, the inaugural digital-native generation, is compelling brands to overhaul their marketing tactics. With Gen Z's distinct attributes, encompassing their social media usage and values, brands must forge novel connections with them. Failure to adapt risks missed opportunities and obsolescence.

At the Gartner Marketing Symposium/Xpo 2024 in London, we interviewed Jessica Dervyn, Senior Principal Researcher at Gartner Marketing Practice, to explore how CMOs can refine their strategies to effectively engage Gen Z and ensure ongoing brand success. Journalists seeking insights from Jessica can reach out to Jordan.Brackenbury@Gartner.com for inquiries. Media outlets may use this content with proper attribution to Gartner.

Q: What sets Gen Z consumers apart from other generations?

Gen Z represents a unique cohort that poses a challenge for many marketing leaders due to their distinct characteristics. Often, they are incorrectly lumped together with millennials, despite their clear differences. Unlike millennials, Gen Z tends to display a more cautious, serious, and astute demeanor, with a penchant for entrepreneurship and a willingness to challenge societal norms.

Their strong values are evident in their expectations of brands. According to a Gartner survey of 1,015 U.K. consumers conducted in July and August 2023, 65% of Gen Z consumers believe that businesses should take the lead in addressing key societal and cultural issues. Additionally, 35% of Gen Z consumers consider a brand's political and social stance when making purchasing decisions, compared to just 29% of the overall U.K. consumer base.

Q: How do Gen Z use social media differently to other groups, and how should brands pivot their social media strategy in response?

Gen Z's distinct social media usage presents a challenge for brands, as overlooking this aspect can lead to diminishing engagement and ROI on social platforms. Unlike millennials, Gen Z is more inclined to maintain accounts across various platforms and utilizes them differently.

With 58% of U.K. Gen Z consumers using social media for product and service research, compared to 41% of UK millennials and 35% of all age groups, brands must adapt their content to align with search trends. Additionally, Gen Z places greater trust in topical experts on social media, valuing their expertise and credentials. Forty-two percent of U.K. Gen Z turn to these experts for product information, prioritizing them over influencers. Brands can capitalize on this by collaborating with experts, emphasizing relevance over reach to cultivate authenticity, trust, and engagement.

‍Q: What should brands do to successfully connect with Gen Z consumers?

To effectively engage Gen Z, brands must grasp their worldview beyond social media and acknowledge their digital proficiency, stemming from growing up with smartphones. Gen Z holds high expectations for online experiences, prioritizing features like reviews and live chat. Reviews are especially vital for cautious Gen Z consumers, with 62% consulting them during the "inspiration" phase of their purchasing journey.

Moreover, Gen Z values brands that resonate with their principles. A U.K. consumer survey revealed that equality, courtesy, and success ranked highest among Gen Z's values out of a pool of 93.

CMOs should pinpoint the most relevant values to align with their brand and assess how well their current core values correspond with those of Gen Z. Ignoring Gen Z's distinctive preferences is not an option, as their preferences are pivotal to a brand's future success.

About the Gartner Marketing Symposium/Xpo

The Gartner Marketing Symposium/Xpo is scheduled for May 13-14 in London and June 3-5 in Denver, offering marketing leaders actionable insights on trends, tools, and emerging technologies to drive business outcomes. Stay updated with conference news and updates via the Gartner Newsroom and on X and LinkedIn using #GartnerMKTG.

About Gartner for Marketers

Gartner for Marketers offers CMOs and marketing leaders objective, expert advice and reliable tools to capitalize on the right opportunities with confidence and clarity. Through thorough research and analysis, Gartner for Marketers enables focusing on opportunities with the highest potential for success. For more details, visit www.gartner.com/marketing. Stay updated with news and updates from the Gartner Marketing practice on X and LinkedIn.

About Gartner

Gartner, Inc. (NYSE: IT) provides actionable and unbiased insights that empower organizations to make informed decisions and achieve better performance on their most important priorities. For further information, visit gartner.com.

Source: Gartner