Understanding Gen Z’s behaviors and values can be challenging for brands. Yet, with their global spending power projected to soar to $12 trillion by 2030, connecting with this generation is crucial. Recognizing the need for clearer insights, Snapchat partnered with the creative agency BBDO NY to conduct a detailed study among 6,000 Gen Z users across six global markets. This collaboration revealed five key insights—or “gems”—that help dismantle stereotypes and misconceptions about Gen Z. These insights are invaluable for any brand looking to build long-lasting relationships with this influential audience.
Takeaways 🚀
✅Flex impact through meaningful actions.
✅Crawler impact notes on products.
✅Embrace Gen Z’s regional nuances.
✅Showcase ambition and entrepreneurial spirit.
✅Innovate boldly with creator collaborations.
Here, we’ll break down the findings with actionable tips for brands to connect with Gen Z more authentically.
Understanding Gen Z’s Core Values
To better connect with Gen Z, it’s essential to go beyond surface-level assumptions. This generation is far more nuanced than the stereotypes they are often associated with. The study uncovered five key areas of focus, each providing important guidance for building effective brand strategies.
1. Status: Actions Speak Louder Than Wealth
Unlike previous generations, Gen Z places less importance on wealth and material status. Instead, they value meaningful contributions and global impact. For example, 70% of respondents assign higher status to individuals who advocate for causes on a global scale. Simultaneously, 59% devalue figures who flaunt wealth on social platforms.
What This Means for Brands:
Brands should look beyond superficial displays of success. To resonate with Gen Z, they need to actively “flex impact” by showcasing their contributions to worthwhile causes. Furthermore, brands that follow through with measurable actions—rather than token gestures—can earn greater respect and loyalty from this audience.
2. Values: Integrity Drives Loyalty
For Gen Z, alignment between personal and corporate values plays a decisive role in purchasing decisions. According to the research, 60% of respondents only purchase from brands that share their principles. Furthermore, key values such as respect, trust, and honesty are especially important. Emerging considerations like sustainability, inclusivity, and kindness are also gaining traction.
What This Means for Brands:
When creating campaigns, it’s vital to emphasize authenticity and alignment with broader societal values. For instance, brands that prioritize sustainability or inclusivity can win favor from socially-conscious Gen Z consumers. Additionally, these efforts should be genuine and not appear as a marketing ploy, as Gen Z has little tolerance for inauthenticity.
3. Complexity: A Generation of Nuance
Another misconception about Gen Z is that they form a homogenous group. However, this study revealed significant differences in values across regions. For example, discipline is becoming a top value in the UK, while compassion is gaining importance in France. These regional variations highlight the need for tailored approaches when pursuing Gen Z audiences.
What This Means for Brands:
Generic, one-size-fits-all approaches are unlikely to succeed. Instead, brands must invest time and effort into understanding the beliefs and priorities of Gen Z in specific markets. By acknowledging their complexities, brands can create campaigns that feel both authentic and deeply personal.
4. Ambition: Redefining Hard Work
While some may perceive Gen Z as lazy, the data tells a different story. For instance, 69% of respondents assign higher value to individuals who work hard and have multiple income streams. This highlights a generation that admires entrepreneurial spirit, ambition, and self-starters.
What This Means for Brands:
Brands that wish to connect with Gen Z should celebrate ambition and highlight stories of hard work. For example, showcasing entrepreneurial individuals or emphasizing opportunities for professional growth can strike the right chord. Furthermore, campaigns that align with this generation’s drive for success are likely to inspire action.
5. Legacy Brands Aren’t Dead—They Just Need a Refresh
While modern brands often dominate discussions around cultural relevance, the study shows that Gen Z is open to legacy brands. For example, nearly half of respondents expressed interest in legacy brands participating in cultural moments. Additionally, 65% prefer content created by influencers, emphasizing the importance of integrating creators into campaigns.
What This Means for Brands:
Legacy brands have the opportunity to revive their appeal by innovating and collaborating with creators. However, this must be done authentically. For example, tapping into viral moments while staying true to the brand’s values can help legacy brands build trust and relevance among younger consumers.
Key Takeaways for Brands
When trying to build connections with Gen Z, it’s important to avoid applying outdated stereotypes. This generation is complex, values-driven, and highly discerning about which brands they engage with. Below are five strategies to consider:
- Flex Impact: Highlight meaningful actions and measurable results to demonstrate authenticity.
- Align Values: Build brand loyalty by maintaining integrity and emphasizing shared principles.
- Acknowledge Nuance: Adapt campaigns to regional and individual differences within Gen Z audiences.
- Showcase Ambition: Inspire Gen Z by showcasing entrepreneurial spirit and personal drive.
- Innovate Boldly: Collaborate with creators to refresh legacy brands while staying true to foundational values.
By following these strategies, brands can build deeper, more authentic relationships with Gen Z, ultimately securing their loyalty and trust.
Resources 🚀
✅Exploring Snapchat’s New Ad Opportunities – Link
