GZ Insights Blog BG Copy 4

Gen Z Insights is your source for the latest Gen Z marketing trends and perspectives, presented by UNiDAYS.

Subscribe to Blog

How can brands best connect with Gen Z? By connecting them with their futures

by John Wheeler
    Download the report: Gen Z spending habits before and during COVID-19

    How fashion brands can capture Gen Z in just eight seconds

    Fashion brands only have 8 seconds to engage Gen Z. A new report explains exactly how to get their attention and money, using their shopping habits and...

    For millions of Gen Z studying at college or university, a well-priced offer means the difference between affording - or not affording - a new computer, nice clothing, memorable nights out on the town or a train ticket home. A quick journey to any corner of the internet will reveal a near-endless supply of voucher codes, discounts and one-time sales events geared specifically towards students.

    Any marketer who’s been in the business for 30 minutes can readily tell you, lower prices mean a greater chance of attracting a larger number of shoppers - and a higher potential for driving sales volumes.

    Whilst discounts and offers are attractive to any consumer, they aren’t necessarily a sure fire way of cultivating brand loyalty, especially to Gen Z who notoriously seek value and meaning. And with Gen Z fast becoming the driving engine of the digital economy (by 2020, they’ll become the largest group of consumers worldwide), how do retailers, restaurants and experienced providers build brand loyalty with this elusive generation.

    For a company engaging Gen Z the right way, look no further than Amazon and its Amazon Student Prime programme. It lets students save on items ranging from clothing to electronics to school supplies and gives them access to hundreds of thousands of Kindle eBooks and low-priced groceries - the basic necessities and amenities for getting through further education.

    But that isn’t everything Amazon Student Prime is getting right. Study after study shows how Gen Z value prompt delivery above almost any other nicety. Student Prime’s got them covered on that front. By offering unlimited one day delivery from thousands of stores, Amazon appeals directly to Gen Z’s need for quick service - and shows them the long-term value of doing business with its brand.

    Furthermore, with its University Recruiting programme, Amazon offers students the chance of an internship or full-time employment. What student isn’t studying up on how best to get a job and at a global tech company, no less? A study by Talent Economy shows that 75 percent of Gen Z “are interested in a situation in which they have multiple roles within one place of employment.” The same study finds that 91 percent of Gen Z believe “technological sophistication would impact their interest in working at a company.” By having students buy from Amazon, Amazon is raising the real possibility of having them work at Amazon.

    When it comes to Gen Z, your brand strategy and your hiring strategy can complement each other. Gen Z aren’t looking for specific brands. They’re looking for brands that let them accomplish specific goals - whether for the short term or lifelong. Amazon knows that Gen Z seek brands who give back and they’re actively looking to invest in an entire generation’s future by providing them with Amazon-furnished services, products and perks that can set them up for success.

    Whether they’re studying in Shanghai, Sheffield or Sheboygan, it’s hard for Gen Z to ignore in-store signs and online banners that proclaim “50% off” the price of life’s essentials. That’s simply the nature of being a consumer in today’s ad-drenched world.

    But for brands to stand above and beyond that - for those looking to gain the lasting loyalty of Gen Z - there’s no better way than by investing in their personal well-being. A viable future and the kickstart to a career makes for the ultimate consumer rewards programme.

      Download the report: Gen Z spending habits before and during COVID-19

      YOU MAY ALSO LIKE

      The most defining Gen Z traits

      Gen Z isn’t into being tagged and packaged as a group, but there are certain defining traits that this cohort holds in common. Here are four of this...

      When it comes to money, we should all take notes on these Gen Z habits

      When you think of Gen Z vs Millennials, what do you think? Which group do you think is the most frugal? Which is more mindful about where they spend their...

      Vibe check: We asked Gen Z how they’re feeling about the holidays

      Over the past several months, UNiDAYS has conducted ongoing surveys among Gen Z students to get their insights and track any changes on topics ranging from...

      Here’s how Gen Z’s holiday preferences are changing in 2020

      In a valiant effort to make something good of 2020, statistics show that Gen Z are turning to “micro holidays”—smaller, less mainstream events that lend...

      Get Gen Z Insights straight to your inbox

      Think digital marketing is all it takes to reach Gen Z? Think again. Download the research report here.