Meet Gen Z – A Generation Divided Between Me and We
14 May 2019
Understanding Millennials has of course been the focus of consumer-facing companies in recent years. But what of Generation Z?
Carla Buzasi is managing director of WGSN, whose global trend forecasters and data scientists track what’s new – and what’s next – in order to help businesses. She explains the priorities, preferences and intentions of Gen Me and Gen We, and how companies can best position themselves to appeal to them.
The original article comes courtesy of Investec Private Banking UK.
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“The experience economy is extremely important to Gen Me: create products or experiences that enhance their image in the digital space, and they will be interested in you as a brand.”
If you’re trying to sell products, this is who you should be targeting. They are super savvy, do their research online and take recommendations from both personal contacts and influencers. The experience economy is extremely important to this group: create products or experiences that enhance their image in the digital space, and they will be interested in you as a brand.
Read further: The X Factor: Investing through the generations
Gen We have digital footprints and are on social media platforms, but their posts are less about how beautiful they look and more about what they are doing. They want to spend their money with local businesses or with large international businesses who are putting money back into their local community. No longer can big companies just donate money to local causes; they need to provide and nurture the opportunities for local businesses to thrive.
Gen We are driving phenomenal change in marketing, including the movement towards more honest advertising with less or no airbrushing, and models of different shapes, sizes, colours and genders. Brands such as Aerie, which banned airbrushing a few years ago, are reaping the rewards. If you are not yet changing your campaigns and marketing to reflect this, you need to act fast or risk being left behind.
Selling to both
Look at how well ASOS targets a young demographic with sub-brands on both sides. Its latest campaign is inclusive and embraces different shapes and sizes, but it also doesn’t shy away from Instagram catnip like contouring kits and sequinned jumpsuits.
Also read: The rising importance of Chinese Millennials
Gen Z want a well-paid job and will work hard, but they are nervous about their financial situation. They want to work for large organisations that are entrepreneurial within that corporate structure. If you want to attract this generation to work for you, you’ll need good support mechanisms, values and policies in place – and they had better be more than just ticking boxes.
Carla Buzasi is an award-winning former editor-in-chief of The Huffington Post UK and current managing director of trend forecasters WGSN.