The Zoomers Are Here! Why Brands Should Ride the Gen Z Wave (or Recede into Oblivion)

Anjana Bhaskar
Anjana Bhaskar
January 9, 2025
9
  min read
The Zoomers Are Here! Why Brands Should Ride the Gen Z Wave (or Recede into Oblivion)

Table of Contents

Surprise, surprise! That so-called incorrigible generation – often relegated to the banners of lazy, irresponsible and incompetent – has demonstrated it is far from those stereotypes and truly owning the show. Turns out, Gen Z is anything but disengaged. With 377-million-strong voices in India alone, they are reshaping consumer landscapes and entering the workforce as decision-makers in droves. Gen Z is no longer just a target audience for trendy sneakers or viral memes – they’re influencing buying decisions across industries.

Yet, the question remains: Are brands doing all they can to cash in on the Gen Z phenomenon? Well they better be, if they don’t want to risk getting washed away in this $2 trillion opportunity.

Why Gen Z is Big for Business

By 2035, Gen Z-driven spending is projected to account for up to 50% of India’s consumption. These aren’t just numbers; they’re the new reality. And if you think this is only relevant for the B2C sector, consider this: did you know that in India 1 in 4 Gen Z individuals is already part of the workforce? Members of this digital-native generation are now literally making purchasing decisions, influencing budgets and setting directions in industries that were traditionally dominated by their older peers. So if your brand is not speaking to zoomers in a manner they appreciate, you are bound to be passed up!

Morning Consult’s Brands most popular with Gen Z
Source: Morning Consult’s Brands most popular with Gen Z

So what makes Gen Z tick? A number of studies have tried to decode the mindset of this generation; let’s break it down.

1. Authenticity above everything else

If millennials are all about perfection, Gen Z is about in-your-face realism. They value brands that tell real stories, show the vulnerable, human side of their operations, and embrace imperfections. Born into the digital era, they can spot ‘fake’ from miles away. So forget generic corporate speak. Set aside the sales pitch. Ditch the PR stunts. This generation responds to hard facts and truth – perhaps with a touch of humour to go?

Zomato-on-X
Source: Zomato on X

2. Visually immersive content

As a mobile-only generation, Gen Z is captivated by AR/VR and dynamic visual formats. Static PDFs and traditional powerpoints just won’t cut it. And yes, they are constantly on social media, so that’s where you need to be too. Over three hours of a zoomer’s day are spent on watching videos, which means engaging visuals are a non-negotiable factor if you want to capture their attention. Think in terms of fun, engaging and shareable videos and authentic UGC (user generated content).

Bumble India on Instagram
Source: Bumble India on Instagram

4. Microinfluencers and content creators

While influencer marketing shows no signs of slowing down, for Gen Z it comes with a caveat. Gen Z are likely to value the opinions of content creators who are authentic and engaging, and above all whom they find relatable. Interactions need to be brutally honest and direct. And when it works, it works wonders. Here’s a nugget to chew on: 33% of Gen Z have purchased from a brand simply because their favorite influencer promoted it.

Microsoft India on Instagram
Source: Microsoft India on Instagram

5. Action, not words

If Greta Thunberg’s controversial and candid addresses are anything to go by, Gen Z needs brands to live up to their social commitments and face the environmental repercussions of their (in)action. Growing up with issues like climate change and social inequality, Gen Z values brands that make a real effort around social causes. One in three Gen Z consumers have abandoned a brand in the last year purely based on the brand’s sustainability angle. Terms like equity and purpose have a real place in a Gen Z’s rulebook. If a brand can’t show it means what it says, Gen Z won’t stick around.

Motorola Deep Connect campaign
Source: Motorola Deep Connect campaign

Six Actionable Strategies for Gen Z Audience that Drive Quick Results

  1. Build an authentic brand: Go back to the roots. Put your think tank to use. Align your brand with meaningful values that resonate deeply with Gen Z's commitment to purpose.
  2. Innovate rapidly: Shorten go-to-market timelines by involving Gen Z individuals in co-creation processes. Think focus groups, rapid prototyping and real-time feedback loops.
  3. Invest in visual storytelling: Use AR tools, dynamic infographics and immersive videos to replace traditional pitch decks.
  4. Partner with influencers: Engage micro and nano-influencers who resonate with your brand’s values.
  5. Build seamless omni-channel experiences: Do not underestimate the power of CRM. Launch powerful campaigns that cut across channels, leverage analytics, and ensure every interaction feels seamless.
  6. Strike a trade-off between man and machine: Use AI to create content that resonates with your audience while maintaining genuine human touch for deeper connections.

What Happens If You Don’t Act?

Ignoring Gen Z’s growing influence comes with risks. Brands that fail to adapt to their expectations risk losing market share to competitors who prioritize this cohort. Worse, they miss the chance to tap into one of the fastest-growing economic forces in India and beyond.

In a nutshell: The zoomers are here and they’re shaping the future of business. To succeed, brands must learn to view the world from their perspective, align with their values and embrace the trends this unique generation brings along. The time to act is now.

Frequently Asked Questions (FAQs)

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