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!
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?
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).
3. Trends over brands
Their digital world is inundated with visually extravagant content that’s battling for facetime. No wonder it takes a little over 1 second for Gen Z to lose attention to ads. To add to branding woes, they also tend to value trends over brands, be it ASMR, dance challenges, micro-stories or POVs. This means companies must continuously stay on top of viral trends to maintain their relevance. But games aside, Gen Z is also more likely than millennials to research thoroughly on a buying decision or pass on their buying experiences to their inner circles/ “shopcializing” circuits, in turn influencing their purchase decisions – so false marketers beware.
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.
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.
Six Actionable Strategies for Gen Z Audience that Drive Quick Results
- 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.
- 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.
- Invest in visual storytelling: Use AR tools, dynamic infographics and immersive videos to replace traditional pitch decks.
- Partner with influencers: Engage micro and nano-influencers who resonate with your brand’s values.
- 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.
- 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.
From Trends to Triumph: A Case Study in Boosting Engagement for a Law Education Major
We’ve had the pleasure of working with one of India’s most well-known education brands, and what an incredible journey it’s been! From digging deep into research around student communities and competitor brands and crafting exciting content strategies to creating and executing high-impact campaigns, we’ve been managing their social media presence end-to-end for the last two years. Our focus? Telling stories that connect with Gen Z and making the most of platform-specific trends.
The results have been amazing! Followers are up, engagement has skyrocketed and their online presence has never looked better. From webinars and domain-specific content to viral memes and trending videos, we’ve helped them truly strike a chord with the zoomers.
Curious to know how we did it? Let’s talk!
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.
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