In order to sell to any customer, understanding their wants, needs, and what drives them is crucial. In the ever evolving landscape of digital marketing, connecting with Gen Z, goes deeper than selling a product. It involves a brand story that resonates with the target audience and connects with their values, and emotions.
Gen Z, born between 1997 and 2012, are a pragmatic, socially conscious generation that values transparency and purpose in the brands they support. Generation Z has grown up in a world of constant connectivity, social activism and rapid technological advancement, and unlike the previous generations, are not easily swayed by traditional advertising.
Building a brand that resonates with Gen Z means businesses have to focus less on their products and more on building a brand story that speaks to their desires, aligns with their values, and connects with them on a deeper level. According to a study by Deloitte, 77% of Gen Z respondents say that a company’s purpose influences their purchasing decisions. They are not just looking to buy products, they’re looking for a brand that has a story to tell and stands for something meaningful. So if your brand does not meet these criteria, you will most likely not be able to connect with the Generation Z.
To build a brand story that resonates with Gen Z, start by defining your core values. These values should guide everything your brand does, from product development to customer service. Ask yourself: What does my brand stand for? What impact do I want to have on the world? Why should Gen Z care about my brand?
Your core values should reflect a commitment to social responsibility, sustainability, or ethical business practices. But, simply stating these values is not enough, you need to live them. For example, if one of your core values is inclusivity, showcase that your product takes into account different individual groups and their possible needs and desires.
Authenticity is key when creating a brand story that appeals to Gen Z. They are highly adept at detecting inauthenticity, and they won’t hesitate to call out brands that appear to be insincere or dishonest. For this generation, authenticity means being transparent about your values, actions, and challenges. It’s about showing the real people behind your brand and sharing your journey, including the obstacles you’ve faced along the way. Gen Z values brands that are willing to be vulnerable and honest. If your company is transitioning to more sustainable practices but hasn’t fully achieved its goals yet, sharing those challenges openly can build trust with this audience. They are not looking for perfection; they are looking for honesty and a genuine commitment to progress.
Gen Z are most likely to patronize a brand recommended by peers, friends and family. An effective way of getting this to work for you is by encouraging your customers to share their experiences with your brand on social media and tagging your account. Then make use of these user generated content to further advertise your brand. User generated content not only brings awareness to your brand, it also shows authenticity and provides social proof, which can influence purchasing decisions.
Gen Z responds to stories that evoke emotions. To build a strong connection with them, use storytelling to tap into their emotions. Share stories about the people behind your brand, the challenges you’ve faced, or how your products have impacted your customers’ lives.
For example, Banyin Afrique is an African fashion brand that sells footwear, belts and bags made by artisans, with locally sourced materials, according to customer demands. Their brand, popularly known by its slogan ‘’for Africans, by Africans’’, showcases the beauty and creativity of Africans. Not that they don’t sell to buyers outside of Africa, but their brand story focuses on showing the kind of beauty that can come from Africans. Their brand story is one that will be appreciated by GenZ because it shows authenticity, personalization and evokes emotions.
Leveraging the power of social media platforms like Instagram, TikTok, YouTube, etc can help showcase your brand in a visually appealing and engaging way. Make use of video content, behind-the-scenes, interactive features like polls, Q&A, etc to engage with your target audience.
Having in mind the influence of recommendations from peers, collaborate with influencers that align with your brand values and advocate for your cause to share experiences and benefits of your product, and help sell your brand story to a broader audience.
Incorporating social impact into your brand story is one of the most powerful ways to connect with Gen Z. This generation is looking for brands that don’t just sell products but actively work to make the world a better place. Whether it’s donating a portion of your profits to a cause, reducing your carbon footprint, or supporting marginalized communities, your brand’s social impact efforts should be front and center in your narrative. But it’s important that these efforts are authentic and not just a marketing ploy. Gen Z can quickly spot “performative” activism, where brands engage in social causes only for the sake of boosting their image. True impact comes from a genuine commitment to making a difference, and your brand story should reflect that.
In conclusion, building a brand story that resonates with Gen Z requires a deep understanding of their desires and values, a commitment to authenticity and transparency, and a focus on purpose rather than just product. This generation wants to support brands that positively impact the world; and share their commitment to social and environmental causes. By creating a narrative that highlights your brand’s purpose, engaging with your audience through emotional storytelling, and being transparent about your actions, you can build a brand that not only captures Gen Z’s attention but also earns their loyalty.