This spring’s high school graduates are the first Gen Z persons to enter the work force or colleges. Gen Z is bypassing the traditional political system and focusing on consumerism as a channel for change, according to a recent study. This generation is expecting brands to use their platform for good, especially as they feel the political system and politicians has let them down.
Source: MediaPost, May 14, 2018. Link. “Gen Z is forcing brands to think beyond just ‘what they stand for.’ There is a huge opportunity for brands to make young consumers feel part of something bigger through their purchase power,” Meredith Ferguson says. “But know that young people’s BS detectors are finely tuned, so brands that act opportunistically or don’t ‘walk the walk’ will be targeted; and brands that do nothing will be left out or called out. None of these are a smart business strategy.”
Also see: Changing Family Structures and Gen Z’s Influence at Home, MillenialMarketing.com. Link.
It goes without saying that in single-parent or dual-income households, parents have less time. They have no choice but to rely on their children for input into household decisions and purchases (sorry again, Mrs. Cleaver). Given kids and teens have 24/7 access to information thanks to social media and a natural inclination to learn and explore, most parents happily delegate product research to their offspring, which at the current junction are mostly all members of Generation Z.
INSIGHTS: Angie Reid’s closing comments raise a real warning. “Gen Zers are pragmatic and methodical to a fault and they will be sure to discover the best possible product for their needs or wants. Brands should focus on being authentic, unique and purposeful if they hope to win out with this influential, up-and-coming generation.”