Generation Z (Gen Z) are the customers of tomorrow. In the years to come, they are the generation that will engage with brands, purchase products, and create content. These new customers are rearranging roles, becoming both the creator and consumer. How brands and retailers respond, interact, and transact with this audience must change accordingly.
In this week’s video, Piers Fawkes, founder of PSFK and Retail Innovation Week, facilitates a conversation about Gen Z marketing. Joining him are experts Lauren Lyons, Amanda Howe, Anthony Onesto, Lauren Chesley, Michael Abata, and Stanley Lumax. First, the video explores the importance of communities in Gen Z culture. This age demographic shares their passions with communities and views brands as facilitators of these connections. Next, the video delves into strategies for enticing Gen Z audiences. One particularly effective technique is elevated product experiences. Brands can tap into Gen Z’s penchant for lifelong learning by layering educational services into their products and offerings.
Lastly, Fawkes talks with the experts about Gen Z consumers. As Chesley mentions in the video, the line between consumption, creation, and commercialization is blurring for this particular audience. Brands must accept this loss of control if they are to prosper. They no longer control the narrative the way they used to.