5 Essential Marketing Strategies for the American Gen Z in 2023
The Gen Z generation, born between 1996 and 2010, is characterized by a strong sense of values and a fascination with brands that emphasize authenticity. Therefore, when formulating marketing strategies targeted at Gen Z, cross-border sellers should not solely focus on product sales.
Gen Z is creative and adventurous, and as digital natives who grew up with smartphones and the internet, they are more likely to purchase products from brands with established values, inclusivity, and loyal online communities. They often lead trends on platforms like TikTok, Instagram Reels, and other social media.
#1: Establish Clear Values and Mission
Prior to marketing to Gen Z, it’s crucial for brands to establish values and a mission. Why? Because Gen Z tends to believe that a brand’s values reflect their own.
Some key topics for Gen Z include:
- LGBTQ+ Rights: 60% of Gen Z believes that same-sex couples have the right to adopt children.
- Diversity: 60% of Gen Z believe that increasing racial diversity is beneficial to society.
- Social Responsibility: 70% of Gen Z prefer socially responsible brands.
Gen Z is more likely than older generations to believe that a company has an important role in improving society.
Take the underwear brand Parade, for example. Parade’s focus on body positivity and inclusivity is redefining the underwear industry.
The brand not only addresses normal body phenomena such as stretch marks and body hair but also emphasizes the importance of self-expression and advocates for LGBTQ+ rights and other significant social issues.
With clearly defined values, Parade distinguishes itself from other brands in the industry and engages positively with Gen Z audiences.
#2: Maintain Brand Transparency and Accountability
The next step in Gen Z marketing strategy is to ensure brand transparency and take responsibility for any mistakes.
At the same time, Gen Z is keen on exploring brand websites, actively engaging with social media accounts, and reading related comments.
#3: Build Brand Personality
Gen Z wants brands that are bold and have strong personalities. Therefore, brands should not be afraid to make waves when devising marketing strategies!
Starface’s website and social media content are full of yellow smiley faces and stars.
#4: Entertainment Value
Gen Z has its own taste and preferences when it comes to content. With a short attention span, each video has about 8 seconds to capture their attention. Therefore, emphasizing the entertainment value of videos within a short time frame is crucial.
The beauty brand Fenty Beauty’s content strategy on TikTok and Instagram Reels exemplifies this.
#5: Foster Community Belonging
Establishing digital communities is an essential part of Gen Z marketing strategy.
According to surveys, Gen Z is considered the “loneliest generation” in the United States, so they actively seek new ways to interact with like-minded individuals.
Brands can help facilitate the creation and development of real relationships among their audience members, rather than just collaborating with influencer bloggers.
Another way to build community is for brands to solicit feedback from Gen Z audience members during product development, or to reward long-time supporters, known as ‘stans’.
For example, Chipotle hosted an online event with super fans and special celebrity guests:
Another way to build community is for brands to solicit feedback from Gen Z audience members during product development, or to reward long-time supporters, known as ‘stans’.
For example, Chipotle hosted an online event with super fans and special celebrity guests:”