Gen Z’s spending power is on the rise. According to a recent Bloomberg report, young students and professionals now command $360 billion in disposable income. Born between 1996 and 2010, this generation is value-conscious and drawn to brands that keep it real.
They’re creative, bold, and the creators of many trends on TikTok, Discord, YouTube, Instagram Reels, Twitch, BeReal, and (many) other platforms. And they require a slightly different approach than their millennial counterparts.
There are many challenges when advertising to Gen Z consumers:
- They can sniff out insincerity from a mile away.
- Many view the intrusion of advertising as an invasion of privacy.
- They tend to be much less attached to specific brands.
- They consider advertising a waste of their time.
According to a report from Business Insider, 44% of Gen Z said they’d no longer consider a brand that inauthentically partners with a celebrity or influencer to promote their products, and, sadly, only 25% of Gen Z think brands are genuine in their efforts to actually make the world a better place. This is because they’re truly informed consumers and will often research and weigh up options before making a buying decision.
However, brands that embrace community-first social channels, authenticity, and take a stand on social matters can stand out from the crowd. Our latest eBook details insider information from five select brands, plus 128 high-level marketing contacts from dozens more.
Here’s a teaser on some of the brands included in our Q4 eBook:
- This insurance brand hopes a new mascot will get Gen-Z’s attention the way its famous (and infamous) duck has in the past. Sellers able to offer high-ROI strategies targeting Gen-Z will have an advantage when offering ad space.
- This liquor company recently debuted a new initiative to reinforce the brand’s commitment to closing the gender gap in leadership. The brand hopes to reach $1M in grants by 2030 for women-owned businesses.
- So far this year, this accessories brand has spent roughly $3.4M on digital ads, up 13% from the roughly $3M spent by this point last year. The company has earned around 410.5M digital impressions YTD via Instagram, Facebook, desktop video/ display, and mobile display ads.
- This beauty brand is about to launch its first-ever global brand campaign which will encourage consumers to embrace their hair as it is while also working to keep it healthy. It will include digital and social elements.
- This footwear manufacturing company is likely to consolidate creative, digital, social media, and other duties under one agency and experiment with its marketing budget, and try new channels.
Download our latest eBook, Brands Targeting Gen-Z Planning in Q1 2023, to access the insights Winmo customers implement on a daily basis, including:
- Five brands with unique offerings for Gen Z consumers (and planning in Q1 2023).
- Select decision-maker contact info to ensure you reach the right person the first time.
- Opportunity analysis tailored to different seller types.
- Spend details, audience demographics, and insights to fuel your outreach.
The more intel you have, the better your messaging, no matter the time of year. Cheers to your unfair advantage as we prepare for the new year.