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Generation Z becomes an adult: for brand relationships to be rewritten

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Generation Z becomes an adult: for brand relationships to be rewritten

Changing the world one dish at a time. He repeats it like a mantra Honey you, 20-year-old Australian vegan-chef, blogger and cooking enthusiast. Her posts, relaunched with colorful Stories, tell about sustainable recipes. Cherie Tu has been chosen as a brand ambassador by the Belgian plant-based food and beverage giant Alpro and is followed by a host of very young people interested in sustainable lifestyles and vegan nutrition.

So the generation Z is moving towards emerging purchasing dynamics, moving from possession to access, but are brands paying attention to this revolution? Forbes asked himself, recalling how this band will shortly represent the majority of consumers. Bank of America predicts that by 2031 the income of generation Z will surpass that of millennials. And then certain questions will necessarily have to be answered because they are children who become adults, orient consumption and rebuild from zero points of reference different from those of their predecessors: already today 20% of them in Italy and Spain and at least 40 % in Germany, France and England have left their families and live independently, entering a dimension of purchases made in person.

Z, this unknown

Photographing this evolving generation is the research “Gen Z: the best is yet to come”, carried out by Eumetra International. A survey that involved five major European countries: Germany, France, Italy, Spain and England. The study, based on a total of 10,000 interviews, reconstructed the values ​​and attitudes of young people born between 1995 and 2010 to understand how companies can intercept them. Because if the difference compared to other clusters has always been a distinctive trait, how many novelties are destined to remain or recompose, as children become adults?

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There is an unequivocal starting point: the knowledge level of product categories and brands by generation Z is extremely low, significantly lower than that of adults. More. Most of them arrive unprepared for purchasing choices. Then we need to dispel some clichés. Because what emerges is that some issues today no longer make inroads. One among all is that of engines, which once thrilled young people. Thus, paradoxically, outsider and noble brands start from the same starting point.

«These guys are totally lacking in knowledge of the sectors, brands and products, but they need to learn to orient themselves in order to make their own choices. Rather than aiming at all costs on a youth register, with the risk of misaligning, it might be appropriate to explain the effectiveness, supporting it with the history of the brand », says Luca Secci, CEO of Eumetra International.

New formats for Z: Raissa and Momo

Two hearts and a smartphone for a story declined in the plural and which speaks to this unassailable generation Z. Because there are two of them: young people, engaged, in love. And then because behind their Stories on Instagram or videos on TikTok there is a community of thousands of very young people who follows them, supports them, loves them. It is about Raissa and Momo. The couple profile bears the names of both and was born in the expanded time of the lockdown. Self-deprecating videos against racism, prejudices, intolerance.

«Our first content was posted two years ago on my TikTok profile. I jokingly made fun of my parents about how they would expect Momo before they met him. I played with stereotypes and prejudices, ”recalls Raissa. «With our community we are a group of friends who converse and confront each other. Social media represent a way of relating by breaking down personal and physical distances », says Momo.

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Today this couple in life and on the screens also puts their voice, as well as their face: for some weeks the two have been engaged in an editorial product for Spotify focused on the values ​​that inspire generation Z. It is about “New G”, the first video podcast of the streaming giant and produced by Show Reel Agency. «I am the host of this new unreleased format which is giving us a lot of satisfaction. It is made with five creators. We talk about the interests of the very young and we decline a mosaic of experiences, voices, cultures. Differences enrich », Momo points out. “We are talking about social issues and the environment, but also about anxiety and loneliness. We are an active generation that wants to make a difference, they don’t turn the other way, ”says Raissa.

New narratives

The format involving Momo and Raissa also tells us how those operations related to narration, positioning, and the relationship with generation Z must be rethought with different lenses. Actions that a brand or even an entire sector should adopt to improve perception with respect to this segment of consumers. “It’s about create a system between the web and TV, to which a role is still recognized. But it is the modalities that have to change: if the web is the elective meeting place, it is necessary to deal with a perception of low reliability of the contents of influencers, politicians and advertising ones in general. Let’s not forget that we are talking about a generation that grew up with reviews rather than commercials ”, explains Secci.

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But why is brand awareness measured in Generation Z significantly lower than that of adults? The main cause certainly lies in the low use of traditional media, with a media consumption that excludes or limits these means. Then there are the social algorithms, programmed to offer content similar to what the individual user has shown to like. The survey shows that the relationship with the network goes beyond the definition of heavy consumption and takes on the shape of a real addiction. 6 out of 10 very young people consult the smartphone obsessively. All of this redefines deep knowledge on specific topics. Once again the verticalization pushes the creation of echo-chambers, those echo rooms that amplify opinions, choices, consumption.

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