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3 Reasons You Need to Adapt Your Marketing Strategy to Reach Gen Z

November 3, 2022

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Gen Z is the hottest topic of conversation among marketers, and for good reason. Whether you call them zoomers, post-Millenials or digital natives, Gen Z is the latest generation of young people transitioning into adulthood. 

Gen Z's want authentic videos that are unfiltered and real.

In other words, they are the generation of new consumers – making them a prime target for marketers. But, as a generation that’s grown up entirely online, Gen Z is drastically different from generations before them. As a result, they can be challenging to understand.

Reusing strategies that worked in the past won’t be as effective in reaching Gen Z. For instance, the younger generation uses new social media platforms, like TikTok and BeReal. They consume content differently, too. Gen Z’s short attention spans mean they value short-form content like video. But not overly curated content. They want authentic videos that are unfiltered and real

So, to successfully get your message in front of the younger generation, you need to adapt your marketing strategy to reach Gen Z. If you don’t, you could risk falling behind with the new wave of consumers and losing out on sales. 

We’ve already given you tips and tricks on how to expertly market to gen z with video content, but now we want to share why reaching this generation is so important. 

Not only will it help your brand stay competitive, but it can also help you drive sales and grow your business. 

Here are 3 Reasons You Need to Adapt Your Marketing Strategy to Reach Gen Z:

1. They’re the New Wave of Consumers

The goal of any business is to grow revenue, and that means reaching out to as many people as you can. Gen Z is the next big wave of consumers, making up 26% of the global population and by 2026 is predicted to be the largest consumer group in the US. 

According to a 2021 report by Bloomberg, Gen Zers now have a disposable income of $360 billion.

So adapting your marketing strategy to reach this massive number of potential customers is a no-brainer.

But it’s more than just a sheer volume of new customers. According to a 2021 report by Bloomberg, Gen Zers now have a disposable income of $360 billion. That’s with the youngest members of this generation still in school, so imagine how much their spending power can grow over a few years. 

As the number increases, more and more brands will focus their efforts on marketing to Gen Z. However, there is still time for your business to build lasting relationships with the younger generation now. Doing so can help your business grow in the long run and establish a loyal customer base of younger consumers. 

2. They Trust Authenticity

The days of creating picture-perfect content to win over consumers’ hearts (and wallets) are long gone. In today’s world, Gen Zers can see through it. They don’t want overly curated sponsored ads or celebrity endorsements. Instead, they expect authentic video created by real people, primarily because it’s more trustworthy.

So why should your brand adapt its strategy to create authentic video? 

For starters, authentic video content is more reliable and genuine in the eyes of Gen Z, meaning they’re more likely to trust video reviews and make a purchase. 

Creating user-generated content (UGC) is an easy place to start. Give Gen Z what they want by having your real customers create video reviews about your products and services for you. Not only is it more authentic, but it’s also more affordable for your brand to produce at scale. 

Adapting your marketing strategy to reach Gen Z by creating authentic video will help you connect with the younger generation, build trust and save marketing dollars on high-production video. 

3. They Prefer to Shop Sustainably

Gen Z shoppers prefer to buy sustainable brands and are willing to spend 10% more on sustainable products.

Gen Z values socially responsible brands, and their purchase decisions reflect that. According to a study, Gen Z Shoppers Demand Sustainable Retail, the majority of Gen Z shoppers prefer to buy sustainable brands and are willing to spend 10% more on sustainable products. The study also found that Gen Z and Millennials are the most likely to make purchase decisions based on values and principles (personal, social, and environmental).

So, for brands who want to reach Gen Z consumers, adapting your marketing strategy to highlight your values and commitment to sustainability can help generate higher revenue. Consider emphasizing your sustainable actions in video campaigns to align with Gen Z values and what they’re looking for in brands. 

StoryTap Can Help You Adapt Your Marketing Strategy to Reach Gen Z

Adapting your marketing strategy to reach Gen Z will help drive sales and grow your revenue. Stay current with what the new generation demands from brands to give them what they want – starting with authentic video. 

StoryTap’s data-driven video platform makes it easy to create authentic videos from real people at scale. Use our technology to collect, curate and distribute hundreds or even thousands of videos you can repurpose to social media and get in front of Gen Z. Connect with our team to learn more! 

Now you know why you need to adapt your strategy, but how do you drive your plans into action? For most marketers, it means getting approval from their boss, which isn’t always an easy task. 

We have proven insights to help you convince your boss you need authentic video. 

Be the first to sign up for our upcoming E-Guide: How to Convince Your Gen X Boss You Need Authentic Video to Reach Gen Z.