Marketing to the Next Generation of Consumers

The Next Generation of Consumers ( Z + Alpha) will shape the future of marketing. They are the generation that will have the most buying power and influence in the coming years.

Why it’s crucial to study about this next Gen

There are over 3.7 billion Next Gen (Gen Z and Alpha) consumers today, representing c.45% of the global population. They have significant buying power – their earnings are forecast to hit $33 trillion by 2030, more than a quarter of all global income. 

First, Who Is Gen Z & Gen Alpha?

• Gen Z: born 1995 - 2009 (so aged 14 - 28 today)

• Gen Alpha: born 2010 - 2024 (so aged 0 - 13 today)

They are the generation who are highly tech-savvy, diverse, creative, and demanding of authenticity and transparency from brands. We will refer to both these Generations as “Next Gen”

Let’s delve into advanced tactics and real-life examples of brands that are successfully marketing to the Next Generation. 

The Ethical Imperative 

Some may question the ethics of delving into the preferences and behaviors of such a young demographic. However, our exploration is grounded in the pursuit of understanding, not manipulation. By decoding the next Gen’s mindset, we can create more meaningful and relevant experiences, ensuring our marketing efforts align with their values and expectations. 

How to create visual and interactive content that engages the Next Gen

One of the key characteristics of the next Generation is their preference for visual and interactive content, as it is more engaging and immersive for them. They are also used to having access to a vast amount of information and content at their fingertips, making them less likely to pay attention to traditional forms of advertising that they may perceive as interruptive or irrelevant. 

Instead, they are more likely to be engaged by interactive, personalized content that allows them to participate in the experience. Brands and marketers should create visual and interactive content that aligns with their target audience’s preferences and behaviors. The more you connect with them the better you do. Some examples of visual and interactive content that can appeal to them are:

• Augmented reality (AR) and virtual reality (VR): AR and VR are technologies that create immersive and realistic experiences for users, allowing them to interact with digital elements in their physical environment or enter a simulated world. AR and VR can be used to create fun and educational experiences for Gen Alpha, such as games, stories, simulations, and tours. 

 Real life Brand example

Lego has created an AR app called Lego Hidden Side, which allows users to scan their Lego sets and bring them to life with ghosts, mysteries, and challenges. 

Another example is National Geographic, which has created a VR app called National Geographic Explore VR, which allows users to explore Antarctica and Machu Picchu with a virtual guide

• Quizzes and polls: Quizzes and polls are simple and effective ways to create interactive and personalized content for the next gen, as they allow them to test their knowledge, express their opinions, and discover new things. Quizzes and polls can also be used to collect valuable data and insights from your audience, such as their preferences, interests, and feedback. 

 Real life Brand example

Netflix has created a quiz called Which Netflix Show Should You Binge Next?, which asks users a series of questions and recommends them a show based on their answers. 

Another example is Nickelodeon, which has created a poll called Which SpongeBob Character Are You Most Like?, which asks users to choose between different options and reveals their results

• Videos and animations: Videos and animations are powerful forms of visual content that can capture their attention and imagination, as they can convey complex and emotional messages in a simple and entertaining way. Videos and animations can also be used to showcase your brand’s personality, story, and values, as well as to demonstrate your product’s features and benefits. 

 Real life Brand example

Apple has created a video called Introducing iPhone 12, which showcases the design, performance, and features of the new iPhone in a sleek and stylish way

Use user-generated content and influencers to build trust and loyalty

The Next Gen is less likely to believe in traditional advertising mediums. They are exposed to so many ads that they have grown to ignore them. But they do pay attention to their favourite influencers. 

Also, they are more likely to trust user generated content over a brands generated content

Some ways to use user-generated content and influencers to build trust and loyalty are

• Encouraging and rewarding user-generated content: Brands can encourage and reward user-generated content by creating campaigns, contests, and challenges that invite users to create and share content related to your brand and products. 

For example, Lego has created a campaign called Lego Ideas, which invites users to submit their own Lego creations and vote for their favourites, which can be turned into official Lego sets. 

Another example is Oreo, which has created a challenge called #OreoID, which invites users to create and share their own custom Oreo cookies and flavours, which can be ordered online.

• Collaborating and co-creating with influencers: Brands can collaborate and co-create with influencers by creating partnerships, sponsorships, and collaborations that involve influencers in your brand’s story, product development, and marketing. 

For example, Ryan’s World is a popular YouTube channel that features Ryan Kaji, an 11-year-old toy reviewer who has over 30 million subscribers. Ryan’s World has collaborated with several brands, such as Colgate, Nickelodeon, and Walmart, to create and promote his own branded products, such as toothpaste, slime, and clothing.

Showcase your brand’s social responsibility and values to the Next Gen

Another key characteristic of this Generation is their diverse and inclusive worldview, as they have grown up in a world where issues such as diversity, equity, social justice, and inclusion are at the forefront of conversations. 

They are also aware of the environmental and social challenges facing the world, such as climate change, poverty, and inequality, and they expect brands to take action and make a positive impact. Brands and marketers should showcase their brand’s social responsibility and values to Next Gen, as they offer them a way to align with your brand and products on a moral and ethical level. 

Social responsibility and values refer to your brand’s commitment and contribution to social and environmental causes, such as reducing carbon footprint, supporting local communities, promoting diversity and inclusion, and donating to charities. Some examples of how to showcase your brand’s social responsibility and values to this Gen are

• Creating and sharing stories and campaigns that highlight your brand’s social responsibility and values: Brands can create and share stories and campaigns that highlight their brand’s social responsibility and values, such as their mission, vision, goals, and achievements, as well as the impact and benefits they have on society and the environment. 

For example, Dove has created a campaign called Real Beauty, which aims to celebrate and empower women of all shapes, sizes, colors, and ages, and challenge the unrealistic beauty standards imposed by the media and society. 

Another example is Patagonia, which has created a campaign called Don’t Buy This Jacket, which encourages consumers to buy less and repair more, and showcases the brand’s commitment to environmental sustainability.

• Inviting and involving the Next Gen users in your brand’s social responsibility and values: Brands can also invite and involve the Next Gen users in their brand’s social responsibility and values, such as by asking for their input, feedback, and ideas, as well as by offering them opportunities to participate, contribute, and co-create. 

For example, Starbucks has created a platform called My Starbucks Idea, which allows users to submit and vote for ideas on how to improve the brand’s products, services, and social responsibility. 

Another example is UNICEF, which has created a platform called Voices of Youth, which allows users to share their stories, opinions, and solutions on global issues, such as climate change, education, and human rights.

I hope you found this issue helpful and informative. These tactics are a little tricky and are usually applied after scaling the company to a good level. 

All sorts of questions, comments, or feedback are highly appreciated. Feel free to reply to this email. 

Love & Peace

Kranstar media