How do you market to the rising generation of women? If they aren’t already your current audience or customers, they soon will be. Generation Z is growing up.
We at OPUSfidelis are firm believers in knowing your audience. We also know that best practices are just that – best practices – and general marketing truths can be applied to specific audiences. Understanding best practices and how to apply them to your audience is key to making an impact.
With that said, here are three ways to market to Gen Z women, according to a recent study by Girls Up, which was highlighted in Forbes:
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Social impact is the key to buying power
One of the important takeaways from the survey is how strongly brand value is tied to social impact, for Generation Z women. For example, the survey finds that 65 percent of respondents expect brands to take a stand on social issues and more than half of respondents believe that social values influence their purchasing decisions.
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Influencers are not as influential as you think
While influencer marketing may have been the standard approach for promoting your brand with Millennials, the report finds this only accounts for 22 percent of purchasing decisions with Gen Z consumers. However, family and friends influence 58 percent of product purchases.
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Authenticity breeds brand loyalty
This means that traditional advertising is simply not going to cut it… Being clear about what your brand stands for is likely to pay off. For example, the survey finds that 54 percent of respondents will actively seek out and interact with brands that they like and trust on social media.
The bottom line? Social media will play a key role in connecting with Gen Z as a brand. Thankfully, the keys to marketing to Gen Z women apply to most audiences in this age of digital connectivity.