For Generation Z, brands that maintain closer communication and with a defined personality manage to connect better.
Generation Z cannot go unmentioned in recent months, and this new generation is posing a great challenge for brands in terms of how to connect with consumers and generate a true impact. That is why IAB Spain, the advertising, marketing and digital communication association in Spain, together with Mazinn, a consultancy specialized in Generation Z, have presented their “Guide to connect with Generation Z” in which they disclose the different communication levers that are best used to impact the younger generations.
For the research, which was carried out between the months of September, October and November, more than 569 Gen Z from all over Spain participated, as well as recognized professionals from the communication and marketing sector such as Ana Torres (Grupo MásMóvil), Alex Pallete (PICNIC) or Cristina Villarroya (BBVA), among others.
Among the levers that were named in the Guide are fresh content, authentic personality, attractive accounts, special and original actions, showing the brand’s daily life naturally, collaborations with other brands, supporting social or environmental causes or collaborations with influencers/creators.
«We wanted to carry out this research to help organizations understand which levers are priority to connect and be part of the culture of young people. The study aims to demystify some assumptions made about young audiences. These types of discoveries reveal an evident change in the context of marketing and communication,” says Álvaro Justribó, Co-founder of Mazinn.
Key takeaways from the “Guide to Connecting with Generation Z”
Among one of the main conclusions of the Guide presented by IAB Spain and Mazinn are the following:
An authentic and defined personality is key to connecting with young people. Considering the thousands of brands currently trying to reach Generation Z by attracting their attention, consumers especially value brands that behave like people, with well-defined traits and personalities.
Naturalness and transparency are fundamental aspects of the relationship of young people. In this regard, 70% of those surveyed demonstrated the value they give to brands showing the behind their daily lives, creating much more natural and spontaneous content, either by telling their story in a more human way. or the team behind it.
Sustainability is not a differentiating factor in the connection. Young people no longer value so much that a brand communicates its commitment to a positive impact, nor taking sustainability for granted. In contrast, they look for brands that make sustainability accessible, transmitting a positive feeling for their purchasing decision that does not require a greater effort.
The content should be a source of entertainment. Creating content that truly entertains is essential for brands. In this aspect, it is highlighted that there is a wide range of possibilities in the creation of entertainment content, from those of an informative nature to those that are more inspirational.
Instagram and TikTok are essential. 46.9% of Generation Z consider it essential that brands have active accounts on social networks. In this way, 93% indicate that a brand should have an Instagram account, while 72.8% think that it should have a TikTok account.
Community Managers who are excessively protagonists no longer connect. The youngest people value that contact with the brand is above a person who seeks to attract attention as a Community Manager. Thus, 53.8% value the person in charge of content in the social networks as something necessary so that they can connect with the brand.
Collaboration between brands reinforces differentiation. 64.5% valued collaborations between brands positively because it makes them stand out and show freshness and innovation, two values especially considered by Generation Z.
