2023-07-05 21:00:16
Generation Z has developed in a digital environment, where connection and access to information are achieved instantly. Growing up with technology constantly around them, it became the central tool in their lives, as they use it to entertain themselves, go to the doctor, socialize, study, and also buy products or request a service.
Generation Z wants to connect with brands on a deeper level or through a set of values and a feeling of belonging. It is important to them that a brand, practice or business share the same values and beliefs as them and that they express their style and personality.
Generation Z consumers are values-driven shoppers and want brands to provide them with what is important to them, the environment, gender equality, diversity and inclusion, among other topics. Showing consistency in the actions and values of the brand can establish an emotional connection between it and the consumer.
This generation wants brands to create an inclusive environment by focusing on diversity. When advertising, 45% of Gen Zers feel connected to brands that work with a diverse set of content creators.
Being reliable and informative are the most important attributes of the content that is published, key factors when making purchasing decisions. Having grown up in a world where there is more access to information, these people do their research and compare before making a purchase. They look for trustworthy and transparent brands that provide clear information about their products, services, privacy policies and business practices.
It is important to take into account the following points, to be aligned with the values and culture of this generation and thus achieve a better connection:
Develop a value proposition, and to deliver on it, keep in mind that Gen Z buyers are not a monolithic segment and embrace their diversity.
Define a clear purpose, based on a combination of what you do well, what matters to you, what the public is interested in, and what people need.
Create and nurture a tight and engaged community that has a strong affinity for your brand or product.
Keep social connections that are important to Gen Z at the center of your marketing strategy, for example, partner with online creators or promote brand communities.
In addition, Generation Z consumers or patients drive two important changes in the transformation of purchasing processes:
1- Hybrid shopping is the new standard, although Generation Z is practically digital, stores are still an important part of the purchase process, as young shoppers constantly use online and in-store touchpoints interchangeably , while cell phones are their most important purchasing tool.
2- The rise of social commerce, with its digital-centric and community-led mindset, consumers of this generation elevate social media platforms, as a key shopping destination.
Today Gen Z shoppers prefer to communicate with retailers through digital channels, particularly messaging services and social media, 59% of Gen Zers want to use AR technology, while communicating with a store advisor. p. For example, when viewing a product virtually to find the best option or viewing different versions of the product.
Alejandro Zayas has a degree in Marketing with more than 15 years in the pharmaceutical industry, Pharma, CHC, Ot’x and Medical Devices.
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