Gen Z - the called for by marketers

A community of 2 billion globally, is the new challenge to marketeers's. Discussions have highlighted there distinctive behavior, attitude and response to advertising or any marketing content.

Unique consumption pattern of Gen Z, calls for a curated marketing strategy than a global strategy. To engage with Gen X, Gen Y a personalized experience with digital shift was in light. Gen Z necessitate a far more critical look at their upbringing, expectations and access to technology. It could be said that Gen Z belonging to a country, strata, age etc, have a different requirement viz a viz Gen Z of another country. One may expect music to be more fun, upbeat and playful versus others feel music to be the substitute of a voice over.

Being skeptic Gen Z demands for a more creative approach to marketing & branding. Playfulness being the key formats like brand advocates being the celebrity endorser, branded events & co-created social media feeds, score higher for this group globally than older consumers. Gen Y is more positive about user reviews, social media and native information, while Gen X prefers brand information.

Despite of Gen Z to be the most significant user of social media platforms, invading their online space, puts them off, thus, making content created by them along with the brand is what could be the way forward.

A misconception of died traditional media, could be highlighted with Gen Z - as a research by Kantar Millward Brown on Gen Z and their media consumption suggests though the percentage of consuming transitional media content is low for all generations, but Gen Z has a positive inclination and viewership in comparison to Gen Y or Gen X. Innovation in native ads, sponsored lenses etc. attract much stronger approval with Gen Z.

“Gen Z have grown up in an on-demand world of infinite choice, and this flavors their expectations of advertising. They are much more attracted to content that invites them to co-create than Gen Y & Gen X, who prefer information link to the brand.

To conclude, a brand which takes it all into consideration will be successful to engage this critical and fast growing set of consumers. Signing off...@ash_brandingeo #BringItOn