While millennials were the talk of the town for years, there’s a new generation on the block that brands are dying to reach: Gen Z. Considered to have been born between 1997 and 2012, the oldest among them is entering the workforce, and the generation as a whole is growing in its spending power. We frequently have fashion, beauty and lifestyle brands that want to reach Gen Z with PR efforts, but companies’ messaging and values must be crystal clear before targeting them.
Brands that are looking to reach this coveted demographic need to keep a few things in mind. They have different values from generations past, and crave community, authenticity, and transparency from brands they support.
Our agency, VLIV Communications, has worked with many beauty, fashion, and lifestyle brands to create messaging and story hooks that will resonate with this generation. We’ve helped brands secure media placements in key Gen Z outlets, such as Byrdie, Bustle, BuzzFeed, and Teen Vogue.
What do brands need to know about Gen Z shoppers to reach them effectively through PR efforts?
They Have High Spending Power
According to a study in 2018 by Barkley, Gen Z represents up to $143 billion in spending power, likely to have grown since! Don’t discount this generation for being younger and newer to the workforce – as a whole, they represent a great deal of the consumer market.
Want to Feel Seen and Heard by Brands
Gen Z gravitates towards brands that maintain authentic connections with their audience. Brands that are open to consumer feedback and implement it will appeal to this value-driven generation.
While this digitally native generation loves to research online, they appreciate a great in-store shopping experience. Brands that create experiential pop-up shops or other social media-worthy moments will capture many Gen Zers!
Willing to Spend on Luxury
Although new to the workforce, Gen Z does spend more on items they consider luxury. But luxury to Gen Z isn’t all logos and labels – this generation spends on items they consider unique but quality.
Gravitate toward Value-Driven Brands
Brands need to stand for something to appeal to this conscious generation. Sustainability and inclusive messaging is crucial.
Gen Z wants brands to recognize them as the individuals they are, with more personalization and options in products to showcase their personality.
Utilize Buy Now Pay Later
Gen Z is more likely to use “Buy Now, Pay Later” services like Klarna and Afterpay when making purchases. The rising cost of goods has added to this practice for both big and small buys.
While not cheap, this generation is value-conscious and actively searches out the best deals. Friends & Family sales, promo codes, and the like can help to reach them.
Use Social Media for News
Probably not shocking – this generation frequents TikTok and YouTube for both news and shopping recommendations. Brands looking to prioritize Gen Z should include exposure on these platforms as part of their overall marketing strategy.