To be successful in marketing these days, brands need to do a better job of understanding Gen Z. But how do Gen Zers act? Rather than provide examples from other marketers or the numbers behind different studies, we decided to sit down with a member of Gen Z and have her tell you for herself.
This is your opportunity to hear from a Gen Zer on how she thinks, how she chooses to spend her time and dollars, and what makes her tick.
The following is an interview with Rutuja Rajwade, a fashion obsessed Gen Zer who recently moved to New York City.
You are forced to delete every app from your phone except for three, which three apps do you keep?
Instagram, Spotify, Venmo.
You win a contest for $500 and you have to spend it within the month, what do you spend it on?
Shoes. Always shoes.
What was the latest ad you saw that actually made you purchase the product or at least check out the website — what was it that piqued your interest?
A Revolve ad on instagram. I was going to a birthday party that weekend and Revolve does free two day shipping so I was more inclined to buy.
What’s the latest brand that you recommended to a friend? Why did you recommend it?
Sunday Riley - I am a skincare addict and their overnight serum is my favorite. They’re on the pricier side but I am willing to save up or buy immediately if there’s a sale.
Where do you go to find out about the latest fashion and beauty products?
My roommate works for Marie Claire, so I trust her opinion when it comes to makeup and clothes. Otherwise, I depend on beauty bloggers and reviews and do a LOT of research before I buy if I’m looking for something specific.
What do you believe is the biggest misunderstanding about your generation? And what’s the one thing you want people to know about your generation?
That we’re fiscally irresponsible. We’re a lot more economically anxious than our predecessors! Growing up watching my parents stress out about the financial crises of the aughts definitely makes me more cautious about where and how I spend more money. One thing I want for people to know is that we have really high standards when it comes to the products we buy and we prefer quality over quantity.
You have an hour lunch break and $20 to spend — where are you going to eat and how did you know about the place?
Cheeseburgers are my weakness so I’ll be going to Bareburger. I just moved to New York and everyone recommends eating there. I love that they have a lot of options when it comes to their burgers, so I can try something new every time I go.
Who are your three favorite celebrities / influencers to follow on social (if any) and what about each of them captures your interest?
@sza - One of my favorite musical artists. I love her “sad-girl” vibe and aesthetic.
@bellahadid - the coolest girl EVER. Bella’s style is definitely one I try to emulate.
@piaarrobio - Pia is founder of LPA the label. LPA is one of my favorite brands and I love how authentic she is (she was part of the glossier Body Hero campaign which was focused on body positivity - a huge win in my book).
Who are your three favorite brands to follow on social (if any) and what about their content keeps you from unfollowing them?
@glossier - my favorite skincare brand ever. Their branding is beautiful and the minimalism in their marketing strategy is eye catching
@catbirdnyc - their jewelry is so dreamy and romantic. I love every piece they come out with
@reformation - All of their designs look so comfy and each post is artfully shot.
What’s the most memorable physical retail experience you’ve had in the last 6 months?
St. Ives had a flagship store in New York City that had a custom mixing bar where you could mix your own scrubs. I normally don’t buy St. Ives’ products, but the interactive aspect of it alone made me want to go in and buy something.
If you had to choose three words that represent your personal brand, which words would you choose?
“Goth meets business chic” - according to my best friend Jess.
You're booking your next vacation — who are you going with, where are you going, and how did you find out about it?
I’m going with my friends, and we’re going to Spain. A lot of people my age have been going (as I’m finding through the multiple instagram pics of Marbella that keep popping up) which indicates to me that it must currently be affordable.
In one sentence, what advice would you give brands trying to market to your generation?
Be authentic without trying too hard. We like brands that will give us a unique experience but are unpretentious so that we can keep coming back to your brand.