Millennials have had their impact on brands, now it’s time for Gen Z

Air France recently announced Joon, specifically targeting the millennial traveler.  It’s not low cost, but designed around the lifestyle of a millennial.  Hotels are adopting diverse ways to attract millennial travelers including changing the décor to be more Instagram worthy, recognising their social behaviours.  ‘coolcousin’  is tapping into their need for more ‘local’ experience.  Millennials are also more socially aware.  There has been a steadily increasing demand by consumers to make brands accountable for ethical supply chains with movements like #whomademyclothes

But now we have Gen Z entering the ‘active consumer’ group and its good to know what are the drivers that motivate them to engage with a brand.  A 2017 National Gen Z study (USA) highlights include them being (1) smarter with money with 12% already saving for retirement; (2) seeing Millennials’ struggle with managing finances, Gen Z believe in earning while studying through freelancing or part time.  Like the 17yr old blogger for KNect365  (3) with their practical and financial conservative behaviour they are expected to be more influential than Millennials.  A more global study by IBM(16 countries) provides further insights.  (1) even with the ever-present technology, majority still shop in-store (98%); (2) they are keen to get involved with a brand rather than only just engage (36% will create digital content for brand, 43% will participate in a product review); (3) they want ease of experience (62% will not use an app or website that’s difficult to navigate)

There will be variances in their behaviour according to regional dynamics – social, economic, technology.  It’s important to understand these unique differences while crafting the strategy to target Gen Z in specific markets.  Please connect with our Client Services Director to understand how Centric is tapping into Gen Z