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Connecting with the next significant group of consumers, Gen Z, is imperative for brands to stay relevant and thrive in our ever-evolving world. Marjan Straathof, Global SVP Marketing at DEPT, delineates how brands have an opportunity to tap into youth culture and improve how they connect with younger audiences.
What seems to be the biggest obstacle when it comes to grabbing the attention of Gen Z’ers? How are you cutting through the noise to engage with them?
The biggest obstacle is the sheer amount of stimuli and information people are surrounded by. To cut through the noise and capture more than a glimpse of GenZ's attention, brands must be authentic, listen, and generate meaningful connections.
We recently interviewed 3,000 members of this one-of-a-kind generation to know more about how brands can connect with them and stay relevant. Unsurprisingly, we learned that traditional media buys and ATL campaigns won’t cut it moving forward.
Brands stuck with C-suites clinging to the old ways are going to miss the mark with Gen Z. This generation craves authenticity; any brand that tries too hard to be 'cool' is going to face a backlash. To really connect, we need to bring Gen Z into the conversation, involving them directly in our brand strategies to make sure their voices and values are at the forefront.
Gen Z is one of the first generations to have grown up with access to the internet. With the purchasing power Gen Z’ers now have, do you see them as informed consumers? How do they differ to past generations of consumers?
Absolutely, Gen Z is changing the game when it comes to shopping. Growing up with the internet, they don’t just buy — they research deeply, often choosing brands that are known for being eco-friendly and transparent. They want more than products from brands; they're looking for real connections and benefits like personalized experiences and loyalty rewards.
Gen Z's shopping habits can really surprise you. They often bypass traditional ads in favor of influencers' recommendations. They chat directly with brands on social media. They spend big on the latest cult-favorites. It’s their unpredictability that pushes brands to constantly innovate and find authentic ways to connect. Personally, I think it’s great — it keeps us on our toes and drives creative thinking.
Is AI useful for connecting with younger audiences?
Our research shows that 65% of Gen Z consider themselves tech-savvy and easily keep up with new technologies. However, about half are cautious about AI, concerned about its impact in the future.
Despite these concerns, Gen Z really values personalized experiences, which is where AI can be very helpful. It allows companies to quickly adapt to trends and understand what different people like. AI is especially good at creating targeted ads and shopping experiences that Gen Z enjoys, showing that it has great potential to improve how we connect with them.
Which social platforms are still relevant and how brands are using those to sell to Gen Z?
TikTok (55%), Instagram (59%), Snapchat (32%), and Youtube are the main platforms Gen Z spends time in. They use these platforms not only as social media spaces and entertainment but also as a source of news, for search and research.
Successful brands are not only adapting their strategies to the different platforms or merely hopping on trends. They are using these spaces to connect and interact with their audiences, engaging with niche-based communities and adding value to conversations. Brands also use these platforms to respond to consumer needs and use their interpretations in their favor.
The comment section is an incredible data source for understanding your customers.
With the overwhelming amount of information we have today, nostalgia for simpler times seems to be on the rise. Do you feel that the advertising industry will, or has already, shifted towards leaning into the early 2000s nostalgia trend?
I've always been drawn to how we revisit past decades for inspiration, seeing this wave of nostalgia as not just a trend but a reflection of our times. It's fascinating how this plays out for Gen Z, whose Y2K nostalgia is more than just a fashion statement—it's a response to growing up in a changing world and a way to protect their future.
Take second-hand shopping, for instance. To Gen Z, the early 2000s are vintage, and thrift shopping isn't just about finding affordable options—it’s about sustainability and connecting with a past they never lived.
When it comes to marketing, embracing Y2K aesthetics works, but it has to be real. Ads need to strike the right chord at the right time, align with the brand, and resonate deeply with the audience. Authenticity is key; the message must work across various platforms while staying true to what the brand stands for.
I believe that to really stand out, advertising needs to be distinctive and sometimes unexpected. But to truly capture Gen Z's attention, it must also be transparent and genuine. So, If you're tapping into trends like the resurgence of low-rise jeans from the early 2000s, remember to keep pace with the fast-evolving trend cycle and the unique dynamics of niche online communities.