If Brands Want to Survive, They Have to Change Their Game

Discussing Gen Z and the impact they’ve made in various aspects of the world is nothing new. The generation has set new social standards, demanded action, and much more – but they’re also forcing the very nature of advertising to shift. How and where Gen Z searches for information, their expectations of brands, and all of it are forcing brands to alter their approach. If they want to successfully reach this generation, strategies of the past have to change and entire brand values must modernize. Huge shifts are already occurring in the industry and will only continue as Gen Z gets older and joins the workforce. 

Shifting Information Habits

One of the most obvious changes starting with Gen Z is the influence of technology. As the first generation to grow up with technology and have it available all their lives, Gen Z has come to rely on it throughout the essential information search stages of purchase. According to EMarketert, Gen Z discovers new products through social media more than any other channel. But it’s more than just product discovery. They rely on platforms like TikTok and Instagram for item details, reviews from peers, and any other information needed to make an informed decision. This means that being on the frequently used social media applications is vital in connecting with Gen Z. 

Many brands have already adapted to such platforms and have developed campaigns and strategies specific to this group. For example, Brita has been posting TikToks featuring a shark mascot that sings in a monotone voice about the benefits of Brita filters. The humorous shortform videos don’t feel like ads and instead follow the structure and tone of a regular video seen on the platform. By taking on the style and humor of videos typically enjoyed by Gen Z, the brand maximizes their appeal. These videos have hundreds of thousands of views and likes, and sometimes even millions. There are even responses posted by Gen Z, citing purchase of the product after seeing the brand’s videos – showing real impacts on sales. 

Rising Brand Expectations

Brands today must also demonstrate that they share the values Gen Z finds important. More so than ever, this generation demands the brands they support to exhibit certain qualities – and these demands are non-negotiable. Once a brand has acted distastefully in the eyes of this generation, they are far more likely to stop using the brand on principle, even if they previously enjoyed their product or service. And it doesn't stop there. Gen Z will go as far as “cancelling” brands and advocate to others the disuse of their products. The cost of a misstep is immediate and severe.

Some traits that Gen Z finds the most valuable for brands to show include transparency, environmental sustainability, and inclusivity/diversity (EMarketer). Gone are the days when brands could stay silent on major social issues. Standing for a specific purpose and being true to it is a big way to get into the good graces of Gen Z. Being authentic and genuine is a must. Putting on an act of supporting a cause won’t cut it, and will even risk the consequences mentioned earlier. Brands have no choice but to put in the work if they want to survive under Gen Z’s new standards. 

So, What Now?

As time progresses and Gen Z becomes an ever-important spender in this economy, brands will have to continue innovating how they advertise to catch their attention.

These brands have to meet Gen Z on their terms and their turf. Prioritizing the mobile experience through social media, taking stances on meaningful issues, and demonstrating honesty through and through will become the new norms in the advertising world.