As digital natives who grew up with more of a changing digital presence than their predecessors, Gen Z is mixing up the eCommerce landscape through different purchasing patterns and items they’re interested in.
Brands need to pivot their strategies to capture this influential generation as marketing to Gen Z vs millennials is vastly different. Specifically, brands need to focus on new values, preferences, and buying habits to convert leads into trusted customers. We’ll guide you through what makes Gen Z consumers tick and offer a batch of tasty strategies for selling to them effectively!
Understanding Gen Z’s Values and Preferences
Authenticity and Transparency
More than generations before them, Gen Z values authenticity and expects brands to be fully transparent about their products, pricing, and business practices. They’re also quick to spot disingenuous marketing and avoid brands they perceive as half-baked or dishonest. Offering a peek into the behind-the-scenes content, sharing real customer stories, and owning up to mistakes can build trust with this skeptical audience.
To practice transparency, brands can share manufacturing processes, serve up honest product reviews (even if they’re a mixed batch!), and corporate social responsibility (CSR) reports. Showcasing the people behind the brand can also humanize a business, creating a more personal connection with Gen Z who craves more humanized businesses.
To score extra brownie points, brands that communicate openly about product limitations or challenges they face can further increase credibility. Gen Z appreciates straightforwardness and honesty while respecting companies that are willing to admit their shortcomings while striving to perfect their recipes.
Social Responsibility
Social responsibility is more than a buzzword for Gen Z—it’s the yeast that helps their interest rise! They prefer brands that support meaningful causes, practice sustainability, and take ethical stands on social issues. Sprinkling your CSR initiatives through web pages, social media campaigns, and product packaging can sweeten your credibility.
Examples include partnering with charities, using eco-friendly packaging, or supporting causes like diversity, equality, and environmental conservation. This approach positions brands as perfectly aligned with the values that Gen Z holds dear, much like ingredients that complement one another’s flavor.
To strengthen this connection, brands can feature detailed sustainability reports, host community-driven events, or launch campaigns that involve customer participation in social impact projects. These actions turn Gen Z consumers into active contributors to the brand's mission as they whip up support by sharing your products or services with friends and family who are aligned with your values, too!
Community and Engagement
Gen Z craves community and engagement like a sourdough starter needs feeding – they want to feel connected to the brands they support (they also expect two-way interaction, so make sure to stir up conversation with them). Brands can build community by hosting live Q&A sessions, creating private groups for loyal customers, and encouraging user-generated content (UGC) through contests and social challenges.
Interactive campaigns inviting Gen Z to share their brand experiences or create content can cultivate a sense of belonging, like mixing up a tasty batter. Social media engagement through polls, comments, and direct messages can also make consumers feel heard and valued.
Brands that spotlight customer contributions through "fan of the month" features or customer-generated marketing materials create a mutually rewarding system that deepens engagement while serving to humanize your brand, making every interaction feel as personal and satisfying as a homemade cookie.
Personalized Shopping Experiences
More than anything, personalization is the secret ingredient to winning over Gen Z. Use AI-driven product recommendations, customized email campaigns, and tailored promotions to customize their shopping experience. Personalized homepages, special occasion discounts, and predictive analytics-based recommendations can make interactions feel special and relevant.
Consider incorporating dynamic content that shifts like flavors of the season, offering personalized bundles, or creating quizzes that recommend products. Gen Z values customization and savors attention to detail when brands tailor shopping experiences to their specific preferences.
Loyalty programs that adapt to customer preferences—rewarding points based on frequently purchased items or favorite product categories—also ensure that Gen Z shoppers feel personally recognized.
Transparency in Advertising
Marketing to Gen Z can feel like following a complicated recipe as they are wary of invasive advertising with many individuals actively blocking brands with disruptive ads on connected TV (CTV) platforms. Whipping up a better strategy involves native content that blends seamlessly with platform content, influencer partnerships for authentic promotions, and minimal use of repetitive ads.
Content-driven marketing that entertains, informs, or inspires resonates more with this generation. Successful content marketing campaigns often use storytelling formats that subtly integrate brand messaging, making the content feel organic, tasty, less promotional, and easier to digest.
Involving influencers with a delicious passion for their products can break through ad fatigue as influencer-generated content feels more like a trusted recommendation than a paid advertisement.
Gen Z’s Preferred Shopping Platforms and Channels
Social Media Platform Optimization
Gen Z spends significant time on platforms like TikTok, Instagram, and YouTube, with 72% of Gen Z saying TikTok is their favorite platform.1
- TikTok: A discovery platform where viral content can spark interest in products. Also a great tool for finding niche topics and information.
- Instagram: A place to browse brand aesthetics and check out user-generated content.
- YouTube: A platform for in-depth product reviews, how-to videos, and influencer content (unboxing, OOTD, etc).
Maximize platform potential by running TikTok challenges, creating shoppable Instagram posts, and collaborating with YouTube influencers for detailed product showcases.
User-Generated Content (UGC)
Peer recommendations and authentic user experiences heavily influence Gen Z. Encourage customers to bake up content featuring your products using branded hashtags, and partner with influencers and micro-influencers to cultivate trust and excitement around your brand and products.
Feature UGC prominently on product pages, launch campaigns centered around customer stories, and host creative contests that inspire users to share their experiences like chefs presenting their best dishes at a food festival! This approach helps mix the essence of community engagement into every slice of your marketing strategy.
Video Content and Short-Form Media
Short, bite-sized videos are crucial for capturing Gen Z’s attention. These can include product demos, tutorials, and behind-the-scenes content that should be entertaining and informative similar to a quick tasting menu. Use storytelling and human connection to create emotional moments that encourage viewers to savor your messaging.
Video marketing tips include posting regularly on TikTok, Instagram Reels, and YouTube Shorts, garnishing your content with compelling visuals and catchy soundtracks, and incorporating a strong call-to-action (CTA) within the first few seconds of each video. Here’s where your creativity can rise - listen to your audience and see what types of video content they devour and can’t seem to resist!
Shopping Beyond Digital Platforms
While Gen Z often finds products online, many still prefer purchasing in physical stores, especially for categories like beauty and fashion. A hybrid retail strategy can cater to this preference much like a well-stocked pantry caters to a baker’s needs. Offer buy-online, pick-up-in-store (BOPIS) options, hosting in-store events promoting online-exclusive products, and using in-store digital kiosks for expanded browsing, allowing customers to sift through options.
Creating a Seamless, Mobile-First Experience
Mobile Optimization
Most Gen Z consumers shop on their smartphones, making a mobile-optimized website essential to convert buyers. Make sure your site is fast, easy to move through, and visually appealing on smaller screens (remember, like powdered sugar topping, less is more when it comes to content)!
Best practices include using responsive design for all screen sizes, minimizing page load times with optimized images and videos, and simplifying navigation with clear calls-to-action.
Streamlined Checkout and Contact Options
Simplify the checkout process with minimal steps, multiple payment options, and secure transactions. Incorporate customer service features like live chat, chatbots, and social media messaging for quick assistance.
Enable guest checkout to reduce friction, offer express payment options like Afterpay or Apple Pay like quick on-the-go snacks, and use progress indicators during checkout to keep customers informed (who doesn’t love getting updates when their package is en route?!)
Integrated Omnichannel Experience
Like a variety of cookies, a seamless omnichannel experience connects online and offline touchpoints. Features like in-store pickup, online inventory checks, and returns through multiple channels create convenience for your buyers.
Omnichannel best practices include syncing inventory across platforms in real-time, much like ensuring all ingredients are fresh, allowing returns both online and in-store, and using location-based notifications for in-store offers.
By understanding and embracing Gen Z’s expectations, eCommerce brands can build lasting connections that translate into long-term customer loyalty. Need help crafting a delicious strategy for Gen Z marketing? Contact CAKE today for guidance on building powerful, personalized campaigns that resonate with this dynamic generation - make every interaction as satisfying as the perfect slice of cake!
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