DON’T LET THIS CAPTION FOOL YOU, THIS EARTHQUAKE IS ALREADY HERE BUT YOU ARE YET TO FEEL THE TREMOR.
This article is designed to bring you up to speed with trends occurring in consumerism in real time. So, if you don’t want to be left with the aftershock it is important you pay close attention to this.
Brands; whether corporate or individual, seek to reach a target audience. Right now that audience is speedily evolving with the increased rise in purchasing power among the generation Z.
WHO IS THE GENERATION Z?
They are those who are born from 1996 and upwards. The oldest of this group of consumers should be going on 22 years, which makes them a target for multinational brands as they are now being added to the working population. My only regret for this generation is that they will never experience what it felt like to have a frustratingly terrible network. I’m talking for those who came from the age of clicking to open a tab on the computer and then going to sleep only to return to find out that the web page has opened just half way. This generation Z will never experience what it feels like to send a letter via post office to a cousin who is in a very distant place only because there was no mobile device and sending emails was luxury.
Born into the age of technological advancement, this generation is more inquisitive compared to their predecessors; the millennials. The generation is more frugal, more serious, more spontaneous, and more entrepreneurial. They are technologically savvy, data driven, have social media at their disposal to promote real time information dissemination; they are extremely connected, and have access to a vast knowledge base enveloped in a hub called the internet. Furthermore, they have little tolerance for bad network providers, prefer a paperless mode of working, hungrier to achieve set goals, and want to buy more than a product –they want to buy a character. They are cautious about celebrity endorsements as the character of a celebrity endorsed is supposed to reflect the character of the brand.
WHAT TO EXPECT
This earthquake- the generation Z is going to cause brands and marketing executives to rethink their marketing strategies, reposition their brands and lay extensive emphasis on digital marketing. The millennials rocked the marketing communications world as they heralded the digital age but the generation Z is set to bring down the storm as they are the true natives of the digital age.