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Gen Z consumers have high expectations for the values of the brands they are interested in purchasing from. Social issues, ethical practices, and sustainable consumption are principles that matter to them and that they look for in the brands they support.
These values should go beyond simply posting about something unrelated to you or your business. Be mindful of how you present your values and how your business's overall mission can support the cause.
For example, Yelitsa Jean-Charles' brand, Healthy Roots Dolls , creates dolls and storybooks that celebrate the beauty of natural black hair. The idea was born from her experience growing up never having a doll that looked like her.
After doing extensive research on children's products on the market, she realized that the product she was designing solved the problem she had identified.
Screenshot from Healthy Roots Dolls page. A girl plays with a doll's hair.
What makes Healthy Roots stand out from other dolls on the market is the attention to detail Yelitsa put into creating the doll. The brand’s first and only doll, Zoe, has hair made from special fibers that can be washed and combed, teaching girls how to care for and style their hair.
The brand’s mission is to promote a positive self-image in girls by creating a toy they can relate to. Healthy Roots is so successful because Yelitsa built her brand on diversity and inclusion, which is evident in every aspect of her business.
2. Be authentic
As digital natives constantly bombarded by information, canada whatsapp number list Gen Z has developed a keen sense of authenticity and considers it very important. Considering their unique background, capturing Gen Z’s attention can seem like a daunting task. However, it doesn’t have to be that way.
Gen Z prefers social media influencers over traditional celebrities because of the relatability factor they represent. This affects what they decide to buy, choosing brands with a unique and real voice on social media over those that use outdated types of advertising.
Brands that are transparent about how they work, what they do to improve the world in some way, have strong values and use real people are key factors to consider when selling to Gen Z.
3. Use each social media platform differently
It may seem obvious to some, but each social media platform has different expectations, and to attract Gen Z, you need to make sure you meet those expectations.
For example, video posts perform very well on Facebook, while blog content and GIFs are more popular on Twitter.
Not only does the medium vary from platform to platform, but so does the audience. Depending on the social network, what you post, write, and when you choose to upload it should be carefully considered. A good rule of thumb is to ask yourself if you are posting relevant content that is in line with your analytics and data.
Gen Zers have accounts on multiple platforms because they go to each one looking for something different. Be strategic about your posts, and if you choose to post on multiple platforms, make sure to tailor your content to them. It's a seemingly small detail that will have a big impact.
4. Build a community
Gen Z cares deeply about community and actively seeks it out. Given the importance they place on collaboration and non-hierarchical leadership, creating a community where they can connect with like-minded people will boost your brand.
Not sure where to start? Think of ways to engage with consumers that make their voices heard. Posting interactive polls or asking your audience for feedback during product development are great ways to build a community.
For example, Shopify merchant DRMERS CLUB used its TikTok platform to engage its audience in choosing colors for its spring collection.
Small gestures like this will help strengthen your sense of community and build brand trust, two important factors when selling to Gen Z.