If Gen Z doesn’t accept traditional marketing, how can we reach this golden audience?

Moema Vianna

Dec 10, 21 | 4 min read

Reading time: 3 minutes
On Black Friday, Gen Z (ages 9-24) spent more money than any previous generation. But at the same time, data shows that brands are missing out on opportunities to sell to these young people.

Want to know why and how not to lose those sales? Follow this post.

According to the latest survey by the Student Beans platform in the United Kingdom, traditional Black Friday marketing is no longer enough to reach Generation Z audiences. In fact, 63% of consumers are looking for brands that adopt sustainable practices and offer, in addition to the already known discounts, purchasing incentives with a social and environmental focus.

Conscious generation This year, young people spent

an average of £298 (US$394) on Black Friday, while their parents spent £251 (US$332) and grandparents, £206 (US$272). At the same time, it is estimated that 9 in 10 young Britons expect to actively contribute to charitable causes when purchasing any product .

Finally, young Gen Z shoppers were 41% more satisfied with their Black Friday purchases associated with discounts from companies that “gave back” the economic benefit in some way (through donations or some climate offset action).

But what about traditional Black Friday marketing (and all other popular shopping dates)?

Is traditional marketing dead?
The immediate answer is no . But as you’ve already learned (I hope), in Digital Marketing you always need to adapt your message to the audience you want to reach, right? If your audience profile is changing, it’s also time to review some practices.

We already know how important topics list of niue consumer email like conscious consumption, sustainable practices, climate compensation, etc. are for Generation Z. To effectively reach this golden audience , what you need to do is include incentives and give back within your marketing actions . But how?

Some brands have already “awakened” to this, while others are making great strides. We can mention brands like Harvey Nichols and Tommy Hilfiger , which are helping to combat climate change by reducing waste and emissions. It is no coincidence that they have a legion of passionate buyers.

It is important to emphasize that this is not a passing reality. In fact, it is quite the opposite: this is the profile of an entire generation. Therefore, this is a trend that is here to stay. The point is: you must focus not only on conscious marketing, but also on being a sustainable brand with genuinely sustainable practices. Marketing, then, should be a consequence rather than an immediate action.

And where to start This type of change is structural

and has to happen from the inside out. Employees, leaders and suppliers need to be made aware of the need to find opportunities that promote sustainability and solidarity throughout the entire production chain .

Whether it is reducing waste, eliminating plastics, reducing emissions or carrying out social projects and solidarity actions, it is important to start somewhere.

Take advantage of the approaching how combining blog posts helps increase web traffic Christmas season, the biggest shopping period of the year. How about promoting a Christmas charity event for children? Donating a portion of your income during a specific period? Opportunities and ideas abound.

Obviously, it is possible (and advisable) to carry out concrete actions that are genuine and can translate your purposes, but from the moment this cmo email list becomes a culture and a value of the company, marketing actions will flow naturally.