The Impact of Zoomers on Marketing in 2023
Born in the late 1990s and early 2000s, Gen Z are full-fledged adults now and are having a very real impact on how brands can effectively market. They are true digital natives and are feeling the pressures of our high-stakes society - and are looking for a way to relieve that pressure. In order to find success with this generation, brands need to lean into telling their authentic story and seriously consider what their brand stands for in today’s society.
Authenticity is key
Of all the generations, Gen Z is especially equipped to see through the bullsh*t of today’s massive efforts of advertising and marketing. They don’t have the patience for inauthentic and fake messaging, and brands that rely on performative gestures, funny quips, and dishonest pricing methods can’t survive long with this generation. Brands not only need to “keep it real”, but they also need to think critically about what they stand for and showcase that.
Once you establish your authenticity and credibility, you garner loyalty - and that pays off big time. In a survey conducted by Data Axle, 84% of respondents said that they tend to be engaged when they see an ad from a brand they are loyal to. That’s a big deal when it comes to maintaining and building a positive reputation.
Prioritize the same things they do
It’s no secret that Gen Z has been paving the way for momentous cultural shifts in the country (and the world). An increased prioritization of social responsibility movements have made Gen Z the most inclusive and diverse generation yet. And they will be loyal to brands that show support for the same causes they do - such as social responsibility, climate and environmental action, racial diversity and inclusion, body positivity, mental health, and privacy. Sure, today’s political climate is fraught with tension, but leaning into the causes important to you and your brand is far more impactful than maintaining neutrality. According to Gen Z expert Larry Milstein: “Gen Zers are much more inclined to vote with our dollars, and believe a brand’s values are a reflection of our own.”
We can see this is true in a survey conducted by Traackr: 67% of consumers said that corporate social responsibility initiatives are important in their decision to purchase from a specific brand, and 66% of consumers are willing to pay a higher price for a product made by a brand that aligns with their values.
Leverage the influence of, well, influencers
Most consumers, and especially Gen Z (63% according to Data Axle), want brands to connect with them over social media. But one of the elements that help convince Zoomers to buy your product are the endorsements of trusted influencers in the space. According to Traackr, 70% of consumers take influencers into their purchase decisions, with 59% stating that they look to influencers for product recommendations. These are numbers that you can’t ignore, especially in the top influencer verticals of fashion, beauty, travel, health, and lifestyle.
In order to find the right influencer for your brand, take a close look at what types of people your target market follows. It can take a lot of research to find the right trusted influencer for your market’s niche, but finding the right one can pay off big time. In that same survey, more than half of marketers (54%) stated that influencer marketing has successfully increased their brand awareness, and 82% say it has had a positive impact on driving sales.
A key trend for 2023
As we start 2023, effectively marketing to Gen Z is going to be more and more important. Their habits are disrupting a system that used to rely on email marketing and bland social media presences and it’s crucial to keep up with the changes. The key takeaway should be to make sure your brand is embracing its authentic self and don’t be afraid to “keep it real”.