Connecting with Gen-Z: Rise of purpose-driven brands in a digital world

Authored by Nidhi Mehta, Vice President, Marketing, Honasa Consumer Limited

One piece of advice that any marketeer will give you is to KNOW YOUR CONSUMER. But with the rapidly changing shopping behavior of the new generation and multiple platforms available, how can a brand stay relevant? 

With a population of +370 mn, Gen Z is the biggest age cohort in India. Unlike older shoppers who stick to familiar routines, Gen-Z, born between the mid-1990s and early 2010s, has a whole different approach. This tech-savvy, socially aware and woke group has flipped the retail world on its head. Brands now need to get creative if they want to catch their eye and keep them coming back.

THE SHOPPING HABITS OF GEN-Z

Gen-Z shoppers are a different breed altogether. Unlike older folks who love in-person shopping and are loyal to their favorite brands, Gen-Z believes in convenience, brand authenticity and staying on-trend. Raised on smartphones and social media, they excel at online shopping, comparing products, and reading peer reviews. Platforms like Instagram, YouTube, and Snapchat aren't just for fun—they're powerful tools for brand discovery. 

HOW TO WIN OVER GEN-Z SHOPPERS

To win over Gen-Z, brands need a multi-faceted approach that clicks with their values and shopping habits. One of the biggest contrasts from the previous generation is that they look at multiple sources before making a purchase decision such as influencer reviews, ecommerce reviews and word of mouth from friends. Hence, it is critical for brands to be present and relevant across all these touchpoints.

Embrace Digital and Mobile-First Strategies

Since Gen-Z loves their smartphones, brands should focus on mobile-first strategies. This means making websites mobile-friendly, creating easy-to-use apps, and offering mobile payment options. A smooth and easy mobile shopping experience can make a brand more appealing and keep Gen-Z customers coming back.

Build relevancy on platforms relevant for Gen Z

Social media is where Gen-Z spends a lot of their time. Brands need to look beyond Instagram, YouTube and be active on platforms such as Snapchat and relevant OTT. Choice of creator is equally important and brands should work with influencers who connect with Gen-Z. Authenticity is key—Gen-Z is more likely to trust influencers who genuinely use and recommend products.

Creating impactful content

Gen Z has its own language – they have their own acronyms, usage of emojis and tonality. They also like to consume more video content – too much text means too much to process. Hence, brands need to revamp their content strategy to speak to this generation.

Be Sustainable and Purpose- driven 

Gen-Z cares a lot about social and environmental issues making them highly receptive to purpose-driven brands. Brands that show they care about sustainability and ethical practices can earn their trust and loyalty. Being transparent about supply chains, offering eco-friendly products, and participating in social responsibility initiatives can make a big difference.

Personalization is the key 

Just like Gen-Z’s interactions with art, their personal experiences with brands play a pivotal role in influencing their purchasing decisions. The commitment a brand demonstrates toward its customers is reflected in the personalized experiences they deliver. It is these interactions, the trust we place in the company, the quality of service, and the brand's ability to cater to the needs that shape the overall experience. Hence, if there is no experience, there will be no consumers as well.  Brands can use data to understand individual preferences and tailor marketing messages. Offering customization options, like personalized designs or bespoke services, can make the shopping experience more special and build a stronger connection.

Build Community and Engagement

Gen Z love being part of a community. Hence, creating a sense of community around a brand can lead to loyal customers. Interactive content like live streams, Q&A sessions, and user-generated content can engage Gen-Z and make them feel connected to the brand. Encouraging feedback and actively responding to customers can strengthen these relationships.

Embrace New Tech

Gen-Z is quick to adopt new technologies and expects brands to do the same. Using technologies like augmented reality (AR) and virtual reality (VR) can create immersive shopping experiences. A PwC report highlights that 14% of consumers in India used voice assistants daily to place orders, 13% used them weekly, and 17% used them monthly. Similarly, wearable devices are also being used to shop. 

Summing up, trust is more than just a fleeting marketing term; it is a valuable currency exchanged between a brand and its audience. To remain relevant and attuned to their audience's changing needs, brands must genuinely listen to their customers and adapt their strategies accordingly. By focusing on mobile-first approaches, leveraging social media, prioritizing sustainability, personalizing experiences, building community, and embracing tech innovations, brands can capture the attention and loyalty of this influential generation. Understanding and adapting to Gen-Z's unique preferences isn't just an option—it's a must for brands that want to thrive in today's market.