The world of Gen Z is constantly adapting, changing and surprising us, but you’ve come to the right place to keep up! Today, we’re sharing 5 key actions for youth marketers, from the best channels to communicate with 16-24s to how you can make real cultural impact.
A special shoutout to our panellists and speakers at our recent YMS22 LDN youth marketing event who shared their words of wisdom.
1. Get on TikTok so you can find out what Gen Z really thinks.
Whether it’s good news or bad news, this generation isn’t one to shy away from the truth. They might have loved a product or hated campaign, but rest assured they’ll let you know! And the number one way of finding out what they’re thinking? TikTok. This hugely successful social media app is Gen Z’s favourite way to communicate and keep it personal, so make sure you a) have an account and b) interact with your young consumers.
2. Start a conversation with your audience to ensure real cultural impact.
All talk and no action doesn’t cut it anymore – you need to really engage with and listen to your consumers to make a difference. Find out what matters to them, ask them what you should be doing more of, find out what charities and causes they support and ask how you can get involved. A great example is high street beauty store Superdrug, who run regular customer surveys and use the feedback to create their campaigns. Actions like this will help you to remain authentic to both the cause you’re supporting and your customers.
3. Take responsibility as a brand.
When recruiting, make sure you’re looking at how to engage with those who may consider (or have previously considered) your brand to be inaccessible. Show them that you want them and their talent, whilst in turn representing the audience you’re speaking to. Make sure you open your doors to locals too, so young people are aware of the careers and opportunities that are available in the cities they live in. This will help you to break down boundaries and nurture some promising young talent.
4. Ask yourself how your brand can best support a generation of young entrepreneurs.
Activities that provide a short-term rush of endorphins (think clubbing and wild parties) aren’t as popular anymore, with many young people realising that the simple things are much more fulfilling, like hanging out with family and spending time outdoors. Similarly, former hobbies have been turned into businesses, with hundreds of young people becoming successful entrepreneurs every day. So, how can you and your business best support them? Remember, they’re focused and driven and have had over two years to focus on themselves and their passions, so they’re totally clued up and more determined than ever before!
5. Offer a range of different opportunities.
There isn’t one simple path, and not all young people want to attend university. By offering a number of different opportunities, whether that’s graduate schemes, apprenticeships or (paid!) internships, each individual will be able to come to work excited and ready to share their unique perspectives and experiences.
The above takeaways come from the following YMS22 LDN sessions: How to Make Gen Z Fall in Love With Your Brand, The Power of Brands to Redefine Culture, Getting Serious About Social Mobility, Gen Z Panel
Catch up on YMS22 LDN on Voxburner+. Subscribe to Voxbrurner+ now to access the latest reports, exclusive stats and a network of leading youth marketers here.