The priority for the marketing strategies of any company must be to understand the needs, aspirations and behavior of the new generations, especially those that are cataloged as Post-Millennials or Centennials. To conquer them, companies must generate consumer circuits that are better connected, less intrusive and with a more intelligent and measured approach that discourages the client from blocking their advertisements.
As well as new brands of clothing like short formal dresses will have to develop creative content that appeals to the imagination and the emotions of the consumer of Generation Z if they want to be part of the lifestyle of this group. Currently, there are more than 2,000 million “Centennials”; approximately 27% of the world population was born between 1997 and 2011.
But Generation Z will not only change the communication of brands with their consumers, but also expect them to show some transparency and authenticity in their way of communicating through digital media. As it is well known if we want successful strategies, it is essential that we invest in digital platforms that allow consumers to communicate and have a shared experience with the brand, as Generation Z wants to know the behind the scenes, put a face on the brand, they want have access to everything, try it and help create.
To do this, brands must be more open, share their stories and goals, and give details of their production process so that Generation Z determines if it identifies with their values.
We know that each generation is different and each has its challenges, but that is why we have to inform ourselves and try to understand them, especially Generation Z is very different from its predecessors in terms of consumer. They are many and very mobile, their way of looking at life is fast, since a news story that happened two days ago is already a thing of the past, and they also grew during a global financial crisis. They will also be very demanding with the brands that want to earn a place in their lives in how sustainable they are, since they had to live in a world polluted mostly by previous generations, they are increasingly interested in caring for the environment .