How can brands connect with Gen Z in world that is constantly changing?

We attended the Youth Marketing Strategy Event 2024 at the Truman Brewery on Brick Lane to hear marketers from various sectors speak about all things Gen Z.

In the marketing industry where influencer partnerships are becoming an essential pillar of a brand’s strategy, we learned the issues at the heart of Gen Z and how brands can connect with young people authentically on what matters to them.

Pion, an insights agency and organiser of the event, revealed that wellness, diversity and financial security are three important causes Gen Z are valuing today. After surveying over 4,000 Gen-Z, Pion found that the current climate revolves around these four trends:

• Climate crisis – Young people would like to see brands support sustainability and be informed on the actions that they are taking to protect our planet.
• Global conflict – Gen Z are living through wars and exposed to global conflict. How can brands be vocal about justice and fairness, as well as connect with those living in war-torn cities.
• Health anxiety – Mental wellbeing and self-care is a part of our lifestyle. But in a world where Gen Z digest news and content online, brands should think of how they can encourage them to prioritise what is important.
• A cost-of-living crisis – They’re experiencing the effects of the global pandemic and Brexit in our daily lives. Despite the current economic condition, 63% of Gen Z say that they value being present in the moment with others over how much the experience costs.

Taking these trends as a starting point in creating an impactful strategy for a campaign or initiative that aligns with what concerns Gen Z.

On a panel around working smarter not harder on influencer strategies, experts from Samsung, Pinterest, Monzo and WeArisma, shared advice on how brands can leverage industry-led tools and social media to help them work efficiently without sacrificing time.

The suggestions include:

• Using AI – Although there’s still controversy around using AI professionally, Pion reports that 36% of Gen Z are using AI to create and curate content for social media.
• Access to data sets and insights – Having access to insights such as reports around trends will enable a brand to scan through cultural whitespaces and see what is relevant in the current landscape, which will help with the strategy of a campaign.
• Select metrics based on your objective – Brands should focus on the objective of the campaign and select metrics that align with this. What is the objective of the campaign: Is it to increase the share of voice, change brand perception or increase traffic sales?
• It’s not all about TikTok – Although the video social app remains a favourite amongst Gen Z, with 74% of them using the platform, there has been a surge in Instagram Reels as young people have reported feeling ‘TikTok burnout’ and opening Instagram more as they enjoy scrolling.

Despite social media serving different purposes, from connecting with friends and family, and meeting new people, to consuming news and engaging in conversations online, 1 in 2 Gen Zs wish there was a way to disconnect.

An online presence is supporting factor in the success of a brand, as is connecting with consumers. But when the consumer is experiencing information fatigue, how can brands connect with them? Authenticity matters – this takes time and research. Brands should invest in research by ensuring that they’re checking cultural sensitives and approaching their audience with sincerity.