Targeting GenZ: Understanding and Engaging the Next Consumer Wave

In a world where artistic expression and fashion trends constantly evolve, Gen Z stands tall as this generation is always in tune with the latest happenings. A smartphone is their best companion and according to the stats they spend a daily average of 6 hours on it and consult it for everything. Moreover in India, 84% of them spent money on online shopping apps as they are pretty specific about their interests (source: Statista). They love to explore content every time with the hope of something new that immediately draws their attention, irrespective of content type e-commerce, social media or short videos. 

Therefore, it is evident that this user category will shape the future consumer landscape, setting benchmarks for brands and inspiring the upcoming Alpha generation. This is because, in India, with nearly 600 million people between 18-35 years old, our country has the largest number of millennials and GenZs globally (source: Statista). This can be an effective opportunity for marketers and I suggest they prioritize thorough monitoring and understanding of Genzers’ preferences, needs, and desires from brands. This audience, being enthusiasts of social networks, mobility, and multiple realities, has unique expectations and a strong preference for innovation, therefore, they continue looking for the offering/content until they find the best that suits them.

So, here are my thoughts about iGeneration that needs marketing TLC and how advertisers can better understand and engage them! 

Zoomers are captivated by storytelling content that goes beyond mere product sales. They find relatability and better connect with the brand when the story of the campaign resonates with them thus, these netizens are value-conscious and expect brands’ offerings to “keep it real”. For example, showcasing an ad for chocolate and Rakhi to NextGen during Rakshabandhan, and incorporating an emotional appeal in a campaign will create a more effective buzz and make netizens aware of the product. In fact, these people are also considered omnichannel consumers as they cross-check or compare the same product on different mediums and online marketplaces. Based on exclusive deals and cost-effectiveness, they make the desired purchase that can enhance sales during the festivity. 

Additionally, tapping into iGen can be the wiser practice for brands to make informed business decisions because they are tech-AI-savvy and will surely revolutionize the digital ecosystem in the upcoming years as their eagerness towards online consumerism makes them mobile-first. That’s why, this young blood generation encourages other netzines for more online content consumption and making certain desired actions on the campaign. 

Hence, brands are putting efforts to better understand GenZ's digital behaviour wherein, Channel Specific Content helps them to better make their presence. This is because, the more people love to hear real-life experiences and stories, the better they recommend brands further in their network. Marketers can create content in a better way, keeping in mind the active audiences for specific channels. In fact, GenZ being the socially active generation spends 80% on Instagram, 57% on Whatsapp, 57% on Youtube, 25% on Snapchat and 11% on Twitter wherein, content pertaining to their interests on specific channels can be shown for better brand value and recall (source: Statista). For example, a newly released Barbie movie showcasing the ‘pink world’ has flourished all over the internet and brands are making the most out of it by showcasing their offerings of the same on social media to draw user attention and engagement.  

Another solution that is giving marketers’ value-based approaches an extra edge is User Generated Content. It builds an affinity between an advertiser & the audience and people trust the brands showcasing the promotional content with real experiences. That is why, as per Think with Google, 74% of GenZ look for online content and 47% of them verify it by reading peer reviews and real experiences as this lures them to know more about the brand, resulting in effective user engagement rates (source: Times of India).

Alongside this, another factor that better entertains the interest of GenZers is Short Video Content wherein, in India, since 2023, 65% of Zoomers are indulged in watching short video content.  This is because, the fast-paced digital world has given them a smaller attention span, especially in rural and semi-urban populace due to vernacular and regional dialects content. Its availability enables people to find a better relatability with the brands (source: Times of India). Hence, such netizens are highly known for having a penchant for videos as 30-60 seconds videos explain the entire content in crux with engaging features, effects, and trends that encourage users to copy and try. So, advertising via Short Video apps can help brands with escalating brand awareness as iGen’s behavioural shifts towards online video and consumerism are at par with any other mode which definitely drives incremental sales.

So while closing my thoughts, I would like to say that GenZ is ‘today’ and the way it's encouraging the upcoming Alpha Generation towards online consumers, surely, those netizens would be the ‘tomorrow’ of the digital ecosystem. This is because such audiences are a unique group with better potential and spending power. This can be a tremendous opportunity for marketers to target and tap into these users with a great understanding of their choices and preferences because surely, these people are going to be the Next Consumer Wave.

Written By: Vishal Singh - Country Head - India, Xapads Media