How to appeal to teen consumers
Editor’s note: This is an edited version of an article that originally appeared under the title “Teens Want Brands to Be Authentic—But What Exactly Does That Mean?”
If there’s one surefire way for today’s brands to connect with teens, it’s by being real – like, really real. Our nationally representative survey of 500 teens revealed that authenticity is a delicate balancing act. Case in point: Gen Z wants companies to actively engage with them, but “selling” too aggressively can make them seem like profit mercenaries. Here, we break down what teens say are the most important habits and practices companies should nurture to be viewed as genuine and trustworthy by the vital younger buying bloc.
Teens want brands to be authentic
Survey respondents revealed that they’re swayed by originality and consistency in messaging. “A brand being ‘authentic’ means it has its own vibe,” explains a 13-year-old female from Arizona. “Nike is an example – they have some of the best empowering ads that no other brand can replicate.”
The ability to stand out from the crowd can really firm up a following. An 18-year-old Californian female stressed that “a brand’s concept and products should be unique and not look like any other, such as Calvin Klein pursuing minimalism and not trying too hard.”
Too much trendiness can earn a side eye from some young buyers. The perception of authenticity, explains a female North Carolinian who’s 14, “means that brands aren't copying what every other brand is doing.” Two male teen respondents named a pair of car companies – Tesla and Lamborghini – as pinnacles of originality, noting that “nobody is like them.”
Brands must deliver quality products and services
Companies that deliver high-caliber, long-lasting products win extra bona fides. “An authentic brand means that it’s truly worth something, of good quality and very useful in everyday life,” says a 16-year-old Virginian female. “In my opinion, JanSport is an example of a brand that does this.” The longevity of Lululemon products also got a callout.
Staying in touch with the target audience
Authenticity is about more than just the thing being bought. Teens shared that they’re attracted to companies that consistently connect with their intended audience. “I feel like a brand’s authenticity comes from their approach with the people and how they collaborate with the community,” says an 18-year-old female from Florida. “Remaining active with their target consumers really makes them stand out.”Above all, teens say a company’s authenticity must come from the heart. One 17-year-old female from Utah nutshells it like this: “It ain’t rehearsed, it's genuine.”
Without transparency, teens might ghost
Embracing transparency is another avenue for companies to attract and retain Gen Z buyers. “I believe that a brand is authentic when it’s open about its practices, challenges and intentions,” says a 15-year-old female from Illinois, “and when it listens to and respects its community.”
This sort of steadfast commitment earns teen consumers’ respect in return. A 17-year-old from North Carolina praises principled brands that “put their money where their mouth is and take criticism. I think Ben and Jerry's has been a good example of this, and I think a lot of small businesses do this, too.”
A warts-and-all honesty with consumers also scores brands big points from teens. One 17-year-old Wisconsinite finds it off-putting when bad reviews get scrubbed from a website. “I want to know the positives and the harsh things,” she stresses. Likewise, teens frown on unrealistic idealism – they want to be met exactly where they are. “An example of being authentic is that some skincare brands’ ads show more than just clear and perfect skin,” says a 15-year-old Kentucky female. “They feature people who have actual skin issues,” adds a 13-year-old female who lives in the Lone Star State, “To be authentic is to show your flaws and your strengths, not just your strengths.”
Making a comeback
Companies must proceed in their outreach with some degree of caution. More than half of teens changed their opinion of a brand or stopped purchasing from them after they disliked something the brand posted or did. But not all teens were as quick to jump ship. Faced with the same scenario, 24% say they did not change their opinion/did not stop purchasing.
If a communications mistake does occur, businesses will need to do some work to lure teens back. Half of teens say that brands facing such an error must at least acknowledge it, while four in 10 say that a brand must go further by apologizing or detailing a plan to prevent such a mistake in the future. Around a quarter of teens say the best recovery actions are for brands to offer a discount, reply to direct messages from buyers or respond to comments on social media.
In the end, it’s all about integration
For a brand to be truly authentic, it must “live by its core values,” sums up a 14-year-old Alabaman female, “and whatever it believes must align with its actions.” To keep earning Gen Z’s trust and dollars, companies will need to clearly identify those values, share them with their younger consumers and communicate on the regular exactly how they’re living up to them.