Close your eyes, and picture someone in their teens.  This person will, in all likelihood, possess technology it took you years (or decades!) to get your hands on.  He or she may regard the CD player as the ancient relic of a lost generation.  This person will not remember the global fears of the Y2K bug, but that’s just fine because they can read about it on their shiny new smartphone as they watch television on their laptop.  Congratulations – you’ve just met your new target audience.

In recent years, the term ‘Gen Z’ has become the industry’s new favorite catch-phrase.  While there is some debate as to who exactly falls under the category, it is largely accepted that if someone was born in the mid-nineties onwards, they belong to Generation Z.  The growing trend in the communications industry is to target this group of people, with some sports-wear brands opting to develop messaging exclusively for them.

The question at this point clearly becomes ‘why?’.  Why target a group of people who are fickle, are not independent, and do not have a regular stream of disposable income?  The answer is that brands should target Gen Z because of these traits, not in spite of them.

The indecisive and unpredictable nature of consumption among Gen Z-ers presents an opportunity for brands to reach new customers.  At such a young age, it is unlikely that teenagers have developed strong emotional ties to brands.  This means that brands have an opportunity to persuade teenagers to ditch their current preferences for new ones.

Some may argue that this generation does not have true purchasing power because they don’t have disposable income and because they must ultimately purchase through their parents.  It is crucial however to understand that possessing purchasing power does not necessarily mean one needs the money to exercise it.  By pressuring their parents, friends, and families, teenagers are able to direct money to the brands they most want to build their identities around.  Furthermore, there is a certain ‘coolness’ or nostalgia associated with the younger generation that the older counterparts crave.  By effectively selling to Gen Z, a brand can frame its communication strategies in terms that appeal to all age-groups.

We are seeing more and more brands target Generation Z in order to create a loyal customer-base for many years to come.  Of course, these arguments help us understand why brands should target Gen Z.  We will discuss how brands can carry out such a strategy with in a (near-)future post.

– Hasan Badwan, Account Executive at Hill+Knowlton Strategies Dubai

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