By Devarshy R. Ganguly
In the dynamic world of marketing, Generation Z (born between 1997 and 2012) has emerged as a key demographic, redefining consumer behaviour and reshaping marketing strategies across various sectors. Unlike previous generations, Gen Z has matured in an era dominated by the internet, social media, and mobile technology, making their preferences, behaviours, and expectations crucial for businesses aiming to thrive in this new age of digital natives.
Widely recognized as the most connected and technologically adept generation, Gen Z are the first to come of age in a world where the internet, social media, and mobile technology are integral parts of daily life. On average, they spend four hours daily on social media platforms, consuming and engaging with content. This reliance on digital platforms necessitates a digital-first mindset for marketers. Influencer marketing and visual content, such as short-form videos and captivating imagery, have emerged as powerful strategies to reach this audience effectively.
Almost a decade ago, during the launch of a globally renowned confectionary brand in India, we recognized the fact that Gen Z is not only more aspirational but also open to experiment. Hence, the successful launch was hinged on engaging social media influencers (perhaps before the term was even coined) to create aspirational unboxing experiences, partnering with Meta (then Facebook) to create bespoke adaptations of campaign creatives to ensure noticeability and comprehension, and collaborating with Amazon to expand reach of the product across the country (Interestingly, significant traction was observed from tier-two towns, supporting our insights). This approach underscored the importance of authenticity and relatability in marketing to this generation.
Further, what sets this generation apart is their proactive approach in forging their own unique path, rather than following in the footsteps of those before them, and how they embrace change. One of the most profound impacts of Gen Z entering the marketplace is evident in the real estate sector. Unlike previous generations, who often viewed home ownership as a long-term aspiration or part of generational wealth, Gen Z is actively investing in real estate. This shift reflects their desire for stability and their willingness to embrace new opportunities.
To cater to this discerning audience, the focus on providing authentic and credible information at the click of a button is growing. For instance, Magicbricks has evolved into a full-stack player, offering a diverse range of services across the customer journey, from search and discovery to finalisation and moving-in. Innovations in AI and machine-learning-backed tools further enhance this experience by providing accurate property valuations and insights.
Similarly, Gen Z’s experimentative nature and focus on health and wellness are driving innovation in various industries. For example, food and beverage companies are responding by focusing more on healthier categories, health-tracking technologies are on the rise, and automobile companies are prioritising EV. Similarly, in real estate, there is a growing emphasis on well-being and sustainability. Developers are highlighting amenities that promote health and wellness, such as access to parks, recreational facilities, modern neighbourhoods, and community-building efforts. Similarly, we are observing that demand for projects with water harvesting, solar energy and smart homes is getting more traction from this generation.
The mention of GenZ is incomplete without mentioning the role of personalized communication. To engage Gen Z effectively, marketers have the opportunity to leverage data analytics and AI-driven technologies to create personalized content, product recommendations, and shopping experiences. Personalized ads that make consumers feel seen and understood are particularly effective. For example, Netflix’s “You May Like” feature and the “Share a Coke” campaign are prime examples of personalized marketing.
Essentially, the emergence of Gen Z as dominant forces in marketing signals the beginning of a new era in consumer-brand interactions and this transformative journey demands agility and a deep understanding of generational nuances to foster connections that resonate.
The author is Head of Marketing, Magicbricks. (Views expressed are the author’s own and not necessarily those of financialexpress.com)