Born between 1996 and 2010, Generation Z is a young consumer group with a strong sense of value. They are often fascinated by brands that highlight their “authenticity”. Therefore, eCommerce sellers should not only focus on product sales when developing their marketing strategies.
Gen Z is creative and adventurous. They are also digital natives, having grown up with smartphones and the Internet. They are more likely to buy from brands that have established clear values, are inclusive, and have a loyal online community. At the same time, Gen Z tends to be a major trendsetter on TikTok, Instagram Reels, and other social media platforms.
So, how can eCommerce sellers reach the Gen Z market in 2023? This article will take you deeper into this young consumer group.
Establish a clear sense of values and mission
Before marketing to Gen Z, brands and sellers need to establish a certain sense of values and mission. Why? Because the Gen Z group is more inclined to believe that a brand’s values reflect its own.
Some important topics for Generation Z:
– LGBTQ+ Rights: 60% of Gen Z believe same-sex couples have the right to adopt children.
– Diversity: 60% of Gen Z say increasing racial diversity is good for society.
– Social Responsibility: 70% of Gen Z would choose a socially responsible brand.
Gen Z believes in the important role that a company can play in improving society.
Parade, for example, is redefining the lingerie industry with its focus on body positivity and inclusivity.
The brand helps people face up to normal body phenomena such as stretch marks and body hair. It also emphasizes that people should value self-expression. It is also an outspoken advocate for major social issues such as LGBTQ+ rights.
With clearly defined values, Parade can differentiate itself from other brands in the industry. And it was able to engage positively with the Gen Z customer.
Maintain brand transparency and accountability
The next step in the Gen Z marketing strategy is to ensure that the brands remain transparent and proactively accountable for any missteps.
At the same time, Gen Z is also keen to learn more about the brand’s website. They will actively browse the brand’s social media accounts and read the comments.
When the Black Lives Matter movement took off on social media in 2020, the skincare brand Cocokind announced that it would be releasing a disclosure report on the racial and ethnic makeup of its team. So that the online community could be clear about its membership.
Build a brand personality
Generation Z wanted a brand that was bolder and had a stronger personality.
Starface‘s website and social media content is filled with yellow smiley faces and stars.
The brand was able to promote its products in a light-hearted and witty way. And the strategy has been a success. The brand has more than 1 million followers on TikTok and the videos include a complete skincare routine and catchy music.
Gen Z has its taste and choice of content. With a short attention span, each video has a chance to catch their attention for about 8 seconds. Therefore, highlighting the video’s entertainment in a short time is of utmost importance.
Fenty Beauty‘s content strategy on both TikTok and Instagram Reels is a good testament to this.
With fun makeup tutorials from various beauty bloggers, Fenty Beauty can highlight its products in an accessible way.
Build a sense of community belonging
Building digital communities is an integral part of the Gen Z marketing strategy.
According to research, Gen Z is actively looking for new ways to interact with like-minded people.
Brands can help facilitate the creation and development of authentic relationships between customers, rather than just collaborating with online celebrity bloggers.
Here’s another way to build community. Brands can solicit feedback from Gen Z customers during product development or give back to old customers who have been loyal to their brand for years.
For example, Chipotle hosted an online event with super fans and special celebrity guests.
This not only helps to enhance the sense of community built by the brand but also makes it more human. This builds trust in the customer base.