The Gen Z Way - Very Demure, Sometimes Mindful

Over the past few decades, marketers have been obsessed with the consumer funnel, where offline and online shopping is  linear.  This includes Awareness, Interest, Desire and Action. The consumer funnel is still relevant but has to be moulded to include Gen Z. With their radically different priorities, influences and technology usage this generation is the first to grow up as true digital natives and has helped the media world to redefine how we work. Gen Z is notably more informed, leveraging digital tools to thoroughly research and critique brands. Their adept use of technology empowers them to evaluate the authenticity and ethical practices of companies more critically than previous generations.

The primary marketplace for Gen Z is Social Media, which is also their source of entertainment, learning, and news. With so much information available at their fingertips, it is essential for brands to be more creative and distinctive.

To win over this audience, marketers and brands need to be more thoughtful about their overall business and marketing strategies. Gen Z are known for their social awareness, which means they are more likely to be influenced by brands that are more authentic, transparent and socially responsible. Even after being socially aware and environmentally conscious they paradoxically support fast fashion. A SHU research piece shows that 63% of the Gen Z participants were concerned about the implications of fast fashion but 62% of the participants admitted shopping at fast fashion monthly (shu.ac.uk).  While they champion sustainability, the allure of trendy, affordable apparel often leads to compromising these ideals, highlighting the complexities of consumer behaviour in modern society.

It’s now the right time for marketers to focus on enhancing and improving their strategies to include Gen Z into account, not only because they represent a large part of the population but also because their spending power is increasing day by day. According to TGI, 16% of the overall UK adult population is Gen Z. And they earn 14.5% of the overall income in the UK with their average income being 24.6k (vs UK average of 37.5k) and this has been increasing YoY.

At Bicycle, we understand the importance of targeted reach. To effectively engage Gen Z, we tailor our media planning and activation strategies to meet their unique preferences. This includes selecting media channels heavily frequented by Gen Z, securing ad slots during peak viewing times on Linear TV shows like Love Island, and focusing on Gen Z-dominated websites and social media platforms such as TikTok. We advise our clients to prioritise authenticity and consistency, ensuring their messaging aligns with their brand identity. Rather than forcing their presence, we recommend seamlessly integrating into spaces where Gen Z congregates, maintaining a genuine and coherent brand voice.

A SHU research shows that 63% of the Gen Z participants were concerned about the implications of fast fashion but 62% of the participants admitted shopping at fast fashion monthly.