Born between the mid-1990s and early 2010s, Gen Z is reshaping the dynamics of consumer behaviour and preferences. About 26% of the global population, this demographic encompasses about two billion individuals, wielding a substantial $360 billion disposable income! 

As we approach the upcoming festive season, brands and marketers must prepare to resonate with Gen Z’s preferences and values to achieve high ROI. Read on to learn how marketers can navigate the Gen Z phenomenon with a deep understanding of their characteristics this festive season.

Connect with Gen Z in the mobile-first way

Indian Gen Z individuals spend a considerable amount of their time online, about 8 hours per day on average. 90% of them like to consume content in their local language. Over 28% of urban Indian Gen Z individuals use Instagram more than 10 times daily, making it a good choice for marketers aiming for effective engagement.

90% of Indian Gen Z are interested in using augmented reality (AR) to shop online, with 92% interested in using the tech to try on makeup and clothes. 

Brands must step up their game and create more personalised experiences to engage Gen Z and their interests. There should be a balance between attention-grabbing elements and usefulness in the communication. Brands must pull in the gaze and make it worthwhile for Indian Gen Z consumers to give them their time and mindspace. 

Dial-up transparency in sustainability

Gen Z exhibits a profound sense of social consciousness and a deep and genuine concern for ethical, environmental, and social matters. On brand trust, 55% of Gen Z harbour scepticism towards brand sustainability claims. 

Brands must increase transparency in their sustainable practices, providing credible evidence of sustainability to avoid green-washing allegations. Including local ingredients in the products and ethically sourcing them can go a long way in favour of brands trying to create buyers out of Gen Z consumers. 

Create safe spaces for Gen Z

Almost half of Indian Gen Zs feel stressed all or most of the time, with women suffering more from stress and anxiety. Family/personal relationships and long-term financial futures contribute the most to Gen Z’s stress levels. 

With 68% of Gen Z favouring online friendships over offline connections, it’s evident that the digital realm is a big part of their lives. 

Brands can join these conversations focusing on mental health and the potential harm of excessive social media usage, facilitating young consumers to navigate the digital landscape safely and responsibly. Brands must try to be more human, offering kindness-driven content that goes beyond outright selling all the time.

Gen Z Takeaways for Marketers

• Go beyond ad campaigns to post and engage regularly on social media.
• Focus on platform data to segment Gen Z consumers as per behaviour, preferences and re-targeting possibilities. 
• Use data analytics to define KPIs and continually test and optimise ads.
• Have a mobile-first strategy and track trends your brand can leverage in real time.
• Partner with only influencers who are completely aligned with your brand values.
• Build brand trust by highlighting sustainability initiatives and customer feedback.
• Offer quick, convenient and seamless online shopping experience, including instant responses to queries.

Write to us at brew@blackcoffee.media to get fresh ideas brewing.

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