Market to Gen Z

Now is the time for brands to market to Gen Z 🔥

"They want brands to have conversations with them, be honest and transparent," explains Jay Richards, Co-founder of Imagen Insights. An agency that provides Gen Z data for Amazon Prime Video, NFL, Pepsico. and others.

Jay also shared insights from Imagen Insight’s brutally honest Gen Z Trends Report. Read the highlights below 👇 or watch the full webinar on YouTube 📺

🟣 Who are Gen Z? 🟣

Broadly speaking, they are:

✏️ 8 – 26 years old.
✏️ Their spending power is set to increase to $4.4 trillion by 2030.  
✏️ They are activists, leading the charge on social issues.  
✏️ They love to collaborate with other creators.
✏️ They are digital natives – growing up with constantly changing technology.
👉 Map out the same number of tasks you have with how complex they are.
👉  You might find more effort / hours need to be allocated to complete them.

🟣 Misconceptions of Gen Z Marketing 🟣 

✏️ Brand partnerships & Using Influencers – Seeing other influencers doing well with other brands doesn’t mean they will work for yours.

✏️ Brands need to do their research on Gen Z. Don’t throw big budgets at the problem and hope for success.

✏️ Tiktok is not for every brand! Experiment with different brands and see which fits your tone of voice best.

✏️ Don’t revert to stereotypes – 68% of Imagen Insight’s Gen Z community reported that they feel misrepresented in the media.

🟣 How Gen Z are consuming media & advertising 🟣

✏️ Imagen Insight’s trends research for 2022 breaks down how much Gen Z trust these sources of information:

💜 Experts/Scientists = 45%
💜 Friends/Family = 26%
💜 News channels on TV/Media = 15%
💜 Social Media = 7%  
💜 Government = 4%  
💜 Newspapers & Magazines = 3%
💜 Brands = 0%

✏️ Right at the bottom of the list is brands. They even trust governments more than they trust brands!

Want more insights? Check our Trends course for Strategists

🟣 What Gen Z look for in a brand 🟣

Gen Z want brands to be:

✏️ Transparent – Make your brand values something your team is proud of and be honest about your mistakes.

✏️ Conversational – Talk to your Gen Z audience, they want to have conversations with you. Whether it’s asking for their opinions on topics that matter to them in the comments or in direct messages.

✏️ Bravery – Brands taking risks informed by research. Like getting your CEO on a new social media platform, talking honestly about the behind-the-scenes in the company.

Want more details? Watch the full Webinar on our Youtube channel