Understanding Gen Z Cultural Values: A Guide for Marketers
As the world progresses, so do the values and priorities of its youngest people. Enter Gen Z, the generation born between the mid-1990s and the early 2010s. These young people have come of age in an era of unprecedented connectivity, awareness, and social change. As a result, they have developed a unique set of cultural values that differ significantly from those of their predecessors. With this in mind, let’s explore the values that drive Gen Z and how marketers can tap into them to better understand and target this audience.
1. Authenticity
Gen Z values authenticity above all else. They have grown up in a world where they can access any information at any time. As a result, they are more skeptical and distrustful of brands that feel inauthentic or inauthentic values. Marketers looking to connect with Gen Z must be transparent and honest about their products and services.
Take, for example, the success of brands like Glossier and The Ordinary. Both beauty brands have built their reputation by being honest about what their products can and can’t do, staying true to their minimalist values, and marketing to Gen Z consumers who value authenticity.
2. Empathy
Gen Z is the most diverse and inclusive generation yet. They are more accepting of differences in race, religion, gender, and sexuality than previous generations. As a result, empathy is a core value for this demographic. Marketers must be aware of the diverse needs and perspectives of their audience and show sensitivity to them.
Nike’s Colin Kaepernick campaign is an excellent example of a brand using empathy to connect with Gen Z. The campaign highlighted Kaepernick’s peaceful protest against police brutality and racial injustice, aligning Nike’s values with those of their audience.
3. Social Change
Gen Z is a generation of activists who are deeply invested in social change. From climate change to gun control to gender equality, they are not afraid to speak out and take action. Marketers must understand the values and priorities of this group and show that they are committed to social change.
The skincare brand The Body Shop has long been known for its commitment to social change, from advocating for animal rights to empowering women through fair trade practices. Its partnership with the NGO Plan International, which addresses gender inequality, aligns with Gen Z’s values and priorities.
4. Self-expression
Gen Z is a creative generation that values self-expression in all its forms. They are using social media to showcase their personal style, beliefs, and talents. Marketers must enable self-expression and individuality among their audience by creating opportunities for them to participate and collaborate.
Adidas’s collaboration with musician and producer Pharrell Williams, the Human Race capsule collection, is an example of a brand that fosters self-expression. The collection features bright, bold colors and messages of unity, diversity, and inclusion, reflecting Gen Z’s values.
Conclusion
Understanding the values and priorities of Gen Z is crucial for marketers looking to connect with this demographic effectively. Authenticity, empathy, social change, and self-expression are the driving forces behind this generation’s cultural values. Marketers must align their messaging, platforms, and values with those of Gen Z to engage them effectively. By doing so, they can build loyalty and long-term connections with this unique and diverse generation.
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