GENERATION Z: THE TRANSPARENCY OBSESSED DEMOGRAPHIC

They might not be your target audience. But here’s why you can’t ignore them.

Not long-ago marketeers were completely and utterly infatuated by millennials. Trying to figure out who they were, what they liked and most importantly how to sell to them. But the interest in this ‘challenging’ target audience has since faded.

It’s all about Gen Z now.

Born between 1995 and 2015, Gen Z are the latest craze. From their specific food interests and tech savvy lifestyle to their passion for saving the planet. This new generation has definitely disrupted the marketplace.

But I sell hardware, why would I care about a bunch of ‘teenagers’?

Well, simply because today’s ‘teenagers’ will be tomorrows trendsetters! In fact, give it a few years and they’ll be your customers. And the quicker you come to terms with this, the better for your brand.

Here’s the tricky part…

Generation Z’s interest in a business go far beyond face value. Yes, they care about the products and services on offer. But what’s more important is the philosophy behind the brand.

To put things into perspective, let’s take KFC as an example. The fast food giant jumped on the vegan bandwagon this year with the launch of its vegan ‘chicken’ burger. Since the announcement KFC has faced major backlash.

Consumers took to social media to question why on earth anyone following a vegan ideology would eat from an establishment notorious for mass slaughter of chickens and factory farming. It just wouldn’t make sense.

This attempt at cashing in on the latest trend may have worked in the past, but not any longer. As we proceed into a brand-new decade, its simply not enough. It’s apparent that people are now more conscious of their choices than they have ever been. What’s more, this mindfulness is not going anywhere. Certainly not with the new generation.

So, what’s the solution?

With Gen Z on the search for a more sustainable, ethical and meaningful consumerism, the need for transparency is more important than ever.

Brands must be prepared to make the shift from a ‘black box’ to a ‘glass box’, allowing consumers to easily see inside. From the processes put in place to the values reflected, Gen Z want behind the scene access before deciding whether they want to purchase a product or not.

Once this shift has been made and consumers like what they see in the glass box that is your brand, you’ll have bagged yourself the most populous generation.

Living in a connected world means we can no longer hide from the consequences of our decisions. Every purchase we make has an impact on society, on the planet and even on ourselves. So, it’s only logical for the next generation to be more aware when it comes to spending their money and importantly where.