How to Create a Gen-Z Friendly Brand Strategy That Works

Generation Z (also known as “Gen Z” or “Zoomers”) is rapidly becoming one of the most influential consumer groups in Ireland and globally. With over 2 billion individuals worldwide representing about 30% of the global population, they are a massive demographic group, and their spending power is only increasing as they enter the workforce and gain more financial independence.

Looking to get a slice of the pie? First, you need to understand how this generation differs from previous generations and how to market your brand strategy effectively to them.

In this blog, we will break down what makes Gen Z tick, share insights from one of our own case studies, explore their unique buyer personas, and provide actionable tips for tailoring your brand strategy to resonate with this powerful demographic.

Remember, failing to understand and connect with Gen Z could mean missing out on a massive market opportunity for your business.

Understanding Gen Z as a Target Audience

There is no question about it: Gen Z is built differently compared to other generations. But the definition of who qualifies as Gen Z varies depending on who you ask (if you ask us, it is anyone who does not know what a Walkman or a Discman is).

For the purposes of this blog, though, we will use the Pew Research Center’s definition: anyone born between 1997 and 2012.

At MCCP, we believe that to connect with Gen Z as a target audience, you have to go beyond the buzzwords and trend reports – which is exactly what we did in our collaboration with Heineken Ireland and Orchard Thieves.

When we started this particular project, we were faced with a familiar challenge: a wealth of global data on Gen Z, but a lack of insight into their specific values and behaviours in Ireland. Were the stereotypes of eco-warriors and digital entrepreneurs true, or was there more to the story?

Getting Immersed in the World of Gen Z

We knew traditional focus groups would not give us the understanding we needed to form a comprehensive understanding of Gen Z as a consumer target audience, so we designed the following multi-layered approach:

• Digital Behaviour: We visited the online channels where Gen Z spends most of their time, and analysed their social media posts, TikTok videos, and online conversations.
• Expert Interviews: We conducted expert interviews with Gen Z entrepreneurs and thought leaders who are shaping Ireland's future.
• Quantitative Validation: We backed up our qualitative findings with a nationally representative survey.

Our deep dive into the world of Gen Z in Ireland revealed a target audience that is as complex as it is compelling. Keep reading to find out what we uncovered and what our findings mean for your Gen Z brand strategy.

But first, speaking of target audiences - if you need help with your brand’s market research and defining your industry audience(s), our Dublin-based brand agency would be happy to help. So, get in touch!

How to Tailor Your Brand Strategy to Gen Z

Engage With Gen Z in Real-Time Online

Irish Gen Zers are the ultimate digital natives. They have grown up in a world entirely immersed in and driven by technology, and have connected, communicated, dated, worked and shopped online for most of their lives. Their smartphones are their lifelines, and social media is their town square.

This constant dependence on technology and steady demand for information has resulted in Gen Z being notorious for their 8-second attention span and the new requirement for brands to be highly responsive online.

A study by Sprout Social found that:

• 42% of Gen Z consumers find the most memorable brands on social media to be those that actively respond to their customers.
• Gen Z is the most likely generation to unfollow a brand on social media due to slow customer service.

By implementing fast, online, direct responses, brands can successfully build trust with their Gen Z audience, backed by speed and efficiency.

Amplify Your Brand’s Purpose, Beliefs and Values

Witnessing global crises through social media has instilled a sense of urgency and frustration in Gen Z. It has made them extremely passionate about social justice, equality, and the environment, and they are not afraid to challenge the status quo.

As a result, they seek out brands that are not just about profit but about purpose. Sustainability, eco-conscious practices, and positive social impact are not just buzzwords to Gen Z, they are non-negotiables.

In fact, 75% of Gen Z consumers say they prioritise sustainability over brand names when making purchases, according to WeForum.

To attract an eco-conscious Gen Z audience, use storytelling to shout online about your brand's mission and commitment to social and environmental causes. Let Gen Z know that you are not just selling products or services, but you are also part of the solution.

Incorporate User-Generated Content Into Your Brand Strategy

For Gen Z, trust is not just a nice-to-have; it is the price of admission. Remember, this generation grew up in a digital-first world, making them incredibly adept at telling the difference between genuine content and total marketing fluff.

They expect brands to be open about their practices, honest in their communications, and clear about their values. If not, you could earn an unfollow, hide, or block by up to one-third of Gen Z on a weekly basis, according to Forrester research.

Additionally, a Statista study found that 45% of Gen Zers say that a brand “appearing trustworthy and transparent” is a big motivating factor for engagement.

To build trust with this highly sceptical audience, try incorporating user-generated content (UGC) into your brand strategy by encouraging customers to share their experiences with your brand and repurpose their content on your channels.

Post Content on the Right Social Media Channels

To connect with Gen Z, you need to be where they are. And guess what? They are not flipping through magazines or watching cable TV. They're scrolling, tapping, and sharing across multiple social media channels.

So, where should your brand be hanging out?

• Instagram: A visual social media channel where Gen Z creates their aesthetic, connects with friends, and discovers brands that align with their values.
• TikTok: The short-form video platform where creativity explodes, challenges and trends go viral, and authenticity is key.
• Snapchat: A space for sharing raw and unfiltered everyday moments, behind-the-scenes glimpses, and real-time interactions with friends and brands.

These platforms are not just channels, they are vibrant communities where Gen Z lives and breathes. To capture their attention, capitalise on “FOMO”, or in other words, the “Fear of Missing Out”. Gen Z thrives on the "now”, so utilise features like Instagram and TikTok Stories to create a sense of urgency and excitement around your brand. Time-sensitive posts, flash sales and limited-time offers are great ways to drive engagement and keep your brand top-of-mind.

Integrate a Sense of Humour Into Your Brand Strategy

Gen Z has a sharp wit and a love for the absurd. It is not just about making them laugh, it is about connecting with their unique sense of humour. Think self-deprecating memes, quirky references, and a playful approach to branding.

Take Duolingo's TikTok, for example. They have given their Gen Z global social media manager free rein to create content that has been described as "unhinged." The result? Millions of followers and a brand that has become synonymous with fun and light-hearted learning.

If you are not sure how to incorporate humour into your brand strategy, start by following Gen Z creators, watching their content, and paying attention to their vocabulary, acronyms, and jokes. Then, slay away!

Ready to Create a Gen-Z Friendly Brand Strategy?

As Gen Z's purchasing power continues to grow, Irish companies need to find new and innovative ways to engage with and communicate with them.

If you are ready to create your Gen-Z friendly brand strategy that is as dynamic and engaging as they are, MCCP, Ireland's leading brand strategy agency, is here to help. Contact us today and let's start building a brand strategy that not only captures Gen Z's attention but also earns their long-term loyalty and trust. Remember ignoring Gen Z means missing out on a massive opportunity so let's make sure your brand does not get left behind!