Gen-Z is a generation of diversity. Currently resting between the ages of 10-22 (1995-2010), Gen-Z is the most racially and sexually diverse. They’re also on track to be the most educated generation, due in part to the higher numbers of college-graduated parents and their influence.
This has created a Gen-Z brand perception based, in large part, on values. Values such as sustainability, diversity, and morality at large. Gen-Z is known for their decisions to publicly shame and create outcry against certain companies. This is typically over issues such as sexism, past scandals, racism, and homophobia. Having controversies of any sort is now a far more dangerous problem for brands than it has ever been.
Where Brands Can Reach Generation Z
Conversely though, there’s much a brand can do to garner support and sympathy from Gen-Z. For example, 51% of Gen-Z say that they want brands to support and implement more inclusivity initiatives. This also comes along with a greater desire for inclusive casting and modeling, both preferences coming along at greater rates than millennials. It’s diversity changes like these that may produce a more positive brand image in members of Gen-Z’s eyes.
Another category that has become very important to Gen-Z is sustainability. 73% of Gen-Z are willing to pay more for products that are sustainable. 54% even going as far to say they’ll pay more than a 10% increase in price. This presents an opportunity for brands to not only raise their public perception, but to have some wiggle-room in price range. This is very important as Gen-Z also highly values affordability.
Another key factor when considering Gen-Z preference is social media and the markets they hold. Two thirds of Gen-Z say they’re willing to buy from social media platforms directly, and when 20% of all Gen-Z spend more than five hours a day on TikTok, brands may want to start shifting advertising in that direction.
This can be seen with some companies and individuals, musicians holding virtual concerts being one example. Although the full extent of what brands can do is yet to be explored. Regardless, it’s in every brand’s best interest to consider the shifting changes in preferences.