How marketers can craft compelling stories to woo Gen Z and millennials
Storytelling for Gen Z and millennials demands a finesse in crafting narratives. It necessitates a fusion of relatability and innovation, capturing their short attention spans. Authenticity resonates, delving into diverse perspectives and addressing real-world issues. Embracing multimedia platforms, such as social media and interactive content, amplifies the power of storytelling, forging connections that transcend traditional boundaries.
The third edition of IMAGEXX Summit and Awards 2023, held on June 09, saw an interesting panel discussion on ‘Storytelling for the Gen Z and millennials: Finessing the art of crafting compelling stories’. The panel discussion was chaired by Vinita Bhatia, National President - Media and Communications, WICCI, and panelists included:
Bhawna Gupta, Director - Client Relations, H+K Strategies India
Chhavi Leekha, VP - Corporate Communications & Brand Reputation, IndiGo (InterGlobe Aviation)
Manu Kumar, Head Of Marketing & Corporate Communication, Hero Electric Vehicles
Mrinall Dey, Vice President & Head - PR & Corporate Communications, MobiKwik
Rohit Dubey, VP - Corporate Communications, Reliance Jio Infocomm
At the outset, Vinita Bhatia noted that the GenZ today formed 35 per cent of our workforce and are the decision makers. She also admitted that often millennials and GenZ were used interchangeable, but they were actually different demographics and at different stages of their life.
The panellists shared their insights on the characteristics of millennials and GenZ. H+K Strategies’ Bhawna Gupta admitted that it took her a while to understand the difference between the two and that they have unique characteristics. Further delving into the millennials and GenZ, Gupta said, “There’s a very thin line between millennials and GenZ. Both are digitally evolved and their attention span is short, hence they want to visualise the stories that are quickly consumable.”
She further added that, “They are the ones the marketers, brand builders and corporates are talking to now because they make up a major chunk of what we sell and who consumes our products.”
Reliance Jio Infocomm’s Rohit Dubey looked at it in two ways – “first is that we generally go with the definition which was given to us by the United States. However, the evolution of digital technology in the US is very different from what it is in India. So, essentially the early part of Millennials I would still put in with Gen X, which includes us, while our children who are typically GenZ guys are the one who I would say are really digital natives.”
According to Hero Electric Vehicles’ Manu Kumar, the challenge for the marketer today when they target these cohorts or these generations of people is very simple – one needs to understand them first. “You can’t just go ahead and give out the same communication the way you used to communicate with the earlier generation. You need to understand them and have great insights on these people,” he added.
These are edited excerpts of the panel discussion. For the entire discussion, please watch below: