For the Gen Zs, nothing is aspirational, everything is achievable: Experts
In the latest edition of CMO Charcha - Kolkata Chapter 2023, Adgully turned the spotlight on the East markets – West Bengal, Arunachal Pradesh, Meghalaya, Assam, Mizoram, Manipur, Nagaland, Sikkim, Tripura and Odisha in order to focus on the probable marketing strategies that can be employed there.
Brands and businesses, besides strengthening their national marketing strategies, are also turning their focus on the regional markets and sharpening their strategies there, in order to tap into the potential of the diverse and dynamic marketing landscape in regional India.
The East markets are heralded as the ‘New growth engine of India’, and could not be more diverse with respect to economic growth, business landscape, geography, demographics, culture, regional ethos and language. These open some newer doors of opportunities to tap a market which has not been explored as much, as well as pose some great challenges for businesses and brands.
The day-long event saw a special fireside chat on ‘Understanding Gen Z’. Moderated by Adgully Network’s Sunil Pinto, the esteemed panelists included Murali Krishnan, Co-Founder and CMO, Wow! Momo Foods, and Sachin Kamble, National Creative Director, Leo Burnett India. In this panel discussion, the speakers discussed how brands have to continue to live up to the expectations of the Gen Z and be up-to-date with the latest Gen Z consumer tastes.
Sunil Pinto started the session by pointing out that Generation Z is a very important focus for most marketers and are the very first generation to be completely digitally native. While stating that Gen Z has become a very important buzz word and an essential audience for all marketers, Pinto asked the panelists as to what they see going ahead in being able to capture the attention of the Gen Z.
Sachin Kamble responded by saying how much advertising is relevant to the current generation and that Gen Z will be there everywhere. “For instance, when a brand is selling holiday packages, the Gen Z in the families take part actively in the purchase decision and act as the influencers. Also, in the case of selling expensive cars, they will have strong points of view. So, eventually they are going to be the consumers for the brands,” he noted.
Kamble recalled, “Six years ago, when we thought let’s not behave like a traditional agency and cater to this particular generation, the question that arose was – Can we go beyond the traditional, typical way of approaching advertising, getting into TVC or outdoor? Can we go for more innovative ways? Can we go for more ads, can we bring more context or more content for the Gen Z? This is where we are working on.”
Continuing further, he said “We try to figure out what are the things that can connect with the Gen Z. What are the things that can excite them? Today’s Gen Z are versatile, they are not self-centred, and are concerned about the environment. They themselves think that they can bring the change. With the incorporation of AI, the future will be great.”
Murali Krishnan pointed out how previously what was described as an aspirational brand is no longer an aspirational brand for the Gen Zs. “It’s not that it has ceased to create that premiumness. For the Gen Zs, nothing is aspirational, everything is achievable. Gen Zs come from a strong point of view, where they say that ‘You might be a superstar, but to me, I can also become a superstar’. Hence, today there are TikTok stars, there are Instagram stars, there are YouTube stars. Jusr ee how the world is drooling over Carry Minati!”
“Today, the barrier of aspiration has been broken. For Gen Zs, the problem-based brands have come majorly into the limelight, because the Gen Zs don’t buy you, they buy into you. So, at the present moment, the entire conversation of purpose, what you are standing for, which community you are catering to, how you are building that sense of relatability and trying to go onground – are becoming more and more relevant,” said Krishnan.
According to him, currently the brands have broken into two parts – ‘the say brands’ and ‘the do brands’. “If there is even an iota of mismatch between what you say and what you do, you are no more respected as a brand. Therefore, today the reason to exist for a brand has to be rock solid. Gen Zs are the generation who are constantly keeping the brands on their toes today,” he added.
He further warned that brands not catering to the Gen Z could be considered mediocre and complacent brands. “There are certain parameters which work for them – Is the brand trustworthy? Did they do the right thing? Did they take much time to respond to a problem that a Gen Z consumer has posted on Instagram? Gen Zs are the people who are pushing a brand to be more customer-centric, more relevant in their lives,” Krishnan added.
According to him, there will be a time when the brand owners will be brand ideators, but the brand executors will be the Gen Z consumers.
These are edited excerpts. For the complete conversation, please watch below:
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