Young people aged 15 to 25 are the darling of brands. A complete break with their elders, they have their own personalities and distinct expectations. That’s why, in a recent article, the Mintel foresight consultancy listed a few key points to help professionals address this very special target.
“With their growing purchasing power, Gen Zers are a must-have audience for brands,” says Mintel. “The affluent members of Generation Z may be the smallest group of their generation, but they have the purchasing power to influence sales. To reach these consumers, we need messages, images and channels that encourage them to improve their lifestyles.”
Focus on quality
Z consumers are at a pivotal point in their lives. The oldest (25) are young adults, and want to own things that are quality, long-lasting, and show that they’ve reached certain milestones. To show the premium side of a product, some brands “use celebrities who symbolize success and whose image is associated with a sophisticated lifestyle in their advertising campaigns.”
Use the right communication channels
Highly connected, Zs don’t use all social networks. They are mostly on TikTok (fond of short formats) and Pinterest (always looking for inspiration). It’s therefore important for brands to be present on these platforms and to take care with the content they post.
Focus on exclusivity
The rarity of a product helps stimulate demand. Zs tend to make compulsive purchases, according to Mintel, and are therefore receptive to messages that emphasize the urgency to buy a product, …
