Editor’s note: Liz Schroeter Courtney is business development manager at marketing and advertising firm BBMG, Brooklyn, N.Y.
Gen Z is coming of age in a radically new world defined by instant access to information, polarized politics and a social media-powered desire for validation. While Gen Z is experiencing boundless creative possibilities, they are demanding more of themselves, more of society and more of business than previous generations.
The bar is being raised for brands with this up-and-coming generation. Our research found that Gen Z is three times more likely to say that the purpose of business is to “serve communities and society” rather than to simply “make good products and services,” and they are more likely to call on brands to make a difference. How can brand marketers meet their needs and earn their loyalty? And what does that look like in practice?
Changing relationships
In October 2018, BBMG and GlobeScan fielded a national survey of 2,058 consumers to better understand people’s changing relationship with brands and the underlying dynamics of brand trust, leadership, loyalty, participation and brand evangelism. Along with cultural trends research and qualitative interviews, our deep dive into the attitudes, beliefs, desires and behaviors of the leading edge of Gen Z (age 18-to-22) revealed five strategies for brands to be more, more relevant and create more impact in their world together.
1. Be brave.
For Gen Z, silence is complacency. Gen Z wants brands to bring an honest perspective on today’s most challenging topics, and they recognize that if you are truly going to say something meaningful, not everyone will agree.
Our research revealed that Gen Z wants brands to harness the power of their voice and influence to stand up and speak out. And the top three reasons they should do so according to Gen Z are “because it’s the right thing to do” (47%), “when they see there is a public outcry or public demand for change” (19% Gen Z) and “when it goes against the company’s purpose or values” (18% Gen Z).
Brands will win the respect and loyalty of Gen Z by standing up for their authentic values and beliefs – not just chasing what’s easy or popular – and by using their influence to transform the issues of our day.
2. Hold space.
As digital natives, Gen Z is known for capturing and sharing virtually every idea, opinion and expression of their lives across social media platforms – making their voice and creativity the currency of their identity, social standing and peer-to-peer relationships. Like no other, Gen Z values opportunities for their voices to be shared, heard, expressed and validated.
To win their trust and participation, it’s no longer just about selling products. Instead, it’s about creating space for the authentic expression of their experiences and creating platforms that amplify their voices and drive impact. Gen Z is more likely than all other generations to say they can make a difference through “their voice online and in social media” (43% Gen Z vs. 30% all others), rather than through their consumer choices (23% Gen Z vs. 31% all others) or by voting (64% Gen Z vs. 74% all others).
Brands will win by reimagining the role of Gen Z from passive consumers to active co-creators who help shape conversations, shift culture and fuel more authentic connection.
3. Welcome all.
In a political and cultural era defined by border walls, Muslim bans and bathroom bills, Gen Z is driven by a powerful desire for fairness and equity. They are not only the most diverse generation in our nation’s history, but also the most inclusive. They want a world that welcomes all people no matter their race, ethnicity, gender identity or sexual orientation.
In fact, of all the issues of our time, Gen Z is more likely than all others (28% vs. 11%) to care about issues of equality (including broad social equality, women's rights, LGBTQ and racial equality).
Brands will win the loyalty and evangelism of Gen Z when they stand up for, design for and celebrate those in our society who have previously been overlooked, marginalized or left out.
4. Fuel passion.
Gen Z is also redefining the expectations, aspirations and boundaries of work and life, with 61 million current and future workers poised to fundamentally disrupt the way our economy works. Reaching adulthood amidst the benefits and burdens of the gig economy, they have a strong apprehension of traditional institutions, 9-to-5 roles and careers that require the massive weight of student debt. Indeed, Gen Z has a new perspective on wealth, well-being and the workforce and they’re seeking brands and communities to help them challenge the status quo.
Compared to other generations, Gen Z is most likely to say they can make a difference by doing meaningful work through their career (32% vs. 17% all others). What’s more, when asked what drives brand loyalty, the second highest response among Gen Z and all others is brands that help me “feel in control and do things on my terms."
To win with Gen Z – as consumers, workers and citizens – brands will need to act as platforms for individual growth, passionate pursuits and networks of support as they define their own unique journeys.
5. Own it.
At a time when awareness of significant economic, social justice and environmental challenges is at an all-time high and tech-enabled radical transparency leaves businesses with nowhere to hide, the opportunity for brands to win Gen Z’s respect and faith is rooted in honesty, transparency and good intentions backed by action.
Gen Z is most likely to trust that large companies are operating in the best interests of society when they “prove it by action (i.e., walks the walk)” and demonstrate “clear intentions through business strategy and goals.” And they are more likely than all others to trust large companies when their “employees verify positive impact” (37% vs. 28% all others) and by “speaking out on society’s most pressing issues” (30% vs. 23% all others).
That doesn’t mean that brands have to be perfect from the start – just that you’re making progress and proving it along the way. In fact, Gen Z is the least likely to associate trust with “not having made mistakes in the past,” indicating a willingness to prize authenticity, speaking out and impact over perfection.”
Brands will win with Gen Z not by being perfect but by speaking openly and honestly about the challenges they face and declaring clear strategies for action, improvement and impact.
The future we want
From their personal passions to their career aspirations to their preferences for brands, Gen Z is proving that they care, and they are ready to join with peers, brands and community members to create change together.
To win their trust, loyalty and evangelism, brands must prove their purpose by speaking out on society’s most pressing issues, standing up for those previously ignored by our society and take more accountability for the real challenges we all face.