Snapchat recently revealed insights to assist brands in effectively engaging with Gen Z consumers, offering guidance for the holiday season.
Through a collaborative survey conducted with Omnicom Media Group’s (OMG) partnership, Snapchat identified crucial aspects that resonate with Gen Z shoppers in terms of brand marketing and messaging alignment.
According to Snap’s survey results, Gen Z consumers differ significantly from previous generations as they are digital natives who have grown up in a rapidly evolving era, including the disruptions caused by the pandemic. This unique context necessitates an updated media and communication strategy that is both authentic and relevant to their lives. For this generation, context is key, and brands must ensure their messaging and media selection reflect this.
In essence, Gen Z seeks personalized and relevant messaging, which is understandable considering they have grown up with highly advanced ad targeting on the internet. Consequently, broad-reaching campaigns hold less appeal for this audience.
Moreover, the study reveals that Gen Z consumers are in search of more positive experiences. Their content consumption habits are driven by a desire to stay up-to-date, and they actively seek out content that aligns with their values, uplifts their spirits, and fosters engagement. On the other hand, non-Gen Z individuals demonstrate less complex motivations, with a greater emphasis on keeping up with others and current events.
Snapchat has emerged as a valuable platform for meeting these demands, with users reporting positive impacts across various elements of the app.
The research also highlights that younger consumers prefer shopping with brands that align with their own values and motivations. Notably, approximately 75% of respondents expressed a higher inclination to be loyal to companies that openly address social issues, share related information, or run advertisements promoting social change.
This finding echoes the results of numerous surveys targeting Gen Z, emphasizing that younger consumers are paying closer attention to businesses’ conduct, leveraging the transparency provided by social media platforms to gain insight. Additionally, brand purpose, which extends beyond profit-making and represents a company’s core values and aspirations, is a significant consideration for many shoppers.
While navigating these factors might pose challenges and discomfort for brands, the data consistently indicates that younger consumers desire to support businesses that align with their passions and beliefs. They seek to contribute to creating a better world, whether it be through social change or other means.
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