By: Tashae Cherry
Many companies still don't know how to market to young people, even though there are many ways to do it. A lot of companies are used to traditional marketing, which is more polished, broad, and product-driven, vs. marketing to Gen Z, who value realness, are value-driven, and more targeted. So, to answer "How Do Companies Market To Young People?", here are three key focuses companies can use to market to young people.
Alignment
Gen Z doesn't just want solutions, they want to align with you and want you to follow through. They want brands that don't just zoom in on product functionalities, but rather focus more on the usage and whether it truly adds to their daily life. If a company has a candle warmer, Gen Z doesn't just ask "how it works." They focus on how flexible they can make it fit into their routine. A candle warmer can be used for aesthetic purposes, keeping drinks warm, warming treats, soft light, etc. Gen Z loves getting their money's worth while being morally fulfilled. If you say you offer something and don't deliver, they will not engage. They expect authenticity and transparency, and they'll hold you accountable if you fall short. Give them something to care about and a reason to choose you over the next company. If you support them, they will indeed support you.
Identity
Gen Z wants whatever they consume to be a reflection of their identity (humor, style, morals, interests, values, relationships, experiences, beliefs, authenticity). They care about things that serve them and their ethics. Create an experience. Don't just make an ad, create the interest and engagement will follow. They don't always want to be advertised to, even though it's an ad. That's because Gen Z wants quality, but they don't want polished. They give in to informal marketing that connects to their humor or interests outside of the brand. They love to be informed, but information on your product/service itself isn't what gravitates them. That's because the feelings and vibe matter more to them than just the selling points. Once they vibe with you, they're interested and will seek you out on social media platforms like TikTok, Instagram, and YouTube, which is their primary search engine. They only engage with things that fit their sense of self. That's why Brands need to reflect who they are. If you want to market to young people, you have to be progressive. Out with the old, in with the new is how a company will be successful.
Collab
Use collaborations that excite your audience and reflect your brand. You want to evoke emotion, not impulsivity. You want the audience to relate to your message. You want them to see your ethics and morals and see your consistency with maintaining your values that they also value. The Gap did a great job showcasing this by taking entertainment from a group many love, Katseye, and creating something that people want to not only go back to, but to invest in. Stay culturally aware. Music and dance connect everyone, but attract Gen Z most because this is the generation, compared to those before it, whose ads contain significantly more entertainment, humor, and interactive elements.
Steering away from traditional advertising can be intimidating because of the different set of standards and expectations being demanded. It's important to move with the wave of change instead of against the tide.