eBook Download: Brands Targeting Gen-Z Planning in Q1 2023
The eBook on Brands Targeting Gen-Z Planning in Q1 2023 highlights Gen Z's $360 billion disposable income, their preference for authentic, community-driven brands on platforms like TikTok and Twitch, challenges in advertising to them due to their skepticism and privacy concerns, and showcases strategies from five brands—including an insurance company using a new mascot, a liquor brand promoting gender equality, and an accessories brand investing millions—to effectively engage this value-conscious, trendsetting generation.
Gen Z’s spending power is on the rise. According to a recent Bloomberg report, young students and professionals now command $360 billion in disposable income. Born between 1996 and 2010, this generation is value-conscious and drawn to brands that keep it real.
They’re creative, bold, and the creators of many trends on TikTok, Discord, YouTube, Instagram Reels, Twitch, BeReal, and other platforms. They require a slightly different approach than their millennial counterparts.
Challenges When Advertising to Gen Z Consumers
- They can sniff out insincerity from a mile away.
- Many view the intrusion of advertising as an invasion of privacy.
- They tend to be much less attached to specific brands.
- They consider advertising a waste of their time.
According to a report from Business Insider, 44% of Gen Z said they’d no longer consider a brand that inauthentically partners with a celebrity or influencer to promote their products, and only 25% of Gen Z think brands are genuine in their efforts to actually make the world a better place. This is because they’re truly informed consumers and will often research and weigh up options before making a buying decision.
However, brands that embrace community-first social channels, authenticity, and take a stand on social matters can stand out from the crowd. The latest eBook details insider information from five select brands, plus 128 high-level marketing contacts from dozens more.
Teaser on Some of the Brands Included in the Q4 eBook
- 1.An insurance brand hopes a new mascot will get Gen-Z’s attention the way its famous (and infamous) duck has in the past. Sellers able to offer high-ROI strategies targeting Gen-Z will have an advantage when offering ad space.
- 2.A liquor company recently debuted a new initiative to reinforce the brand’s commitment to closing the gender gap in leadership. The brand hopes to reach $1M in grants by 2030 for women-owned businesses.
- 3.An accessories brand has spent roughly $3.4M on digital ads so far this year, up 13% from the roughly $3M spent by this point last year. The company has earned around 410.5M digital impressions YTD via Instagram, Facebook, desktop video/display, and mobile display ads.
- 4.A beauty brand is about to launch its first-ever global brand campaign which will encourage consumers to embrace their hair as it is while also working to keep it healthy. It will include digital and social elements.
- 5.A footwear manufacturing company is likely to consolidate creative, digital, social media, and other duties under one agency and experiment with its marketing budget, and try new channels.
What’s Included in the eBook
- Five brands with unique offerings for Gen Z consumers (and planning in Q1 2023).
- Select decision-maker contact info to ensure you reach the right person the first time.
- Opportunity analysis tailored to different seller types.
- Spend details, audience demographics, and insights to fuel your outreach.
The more intel you have, the better your messaging, no matter the time of year. Cheers to your unfair advantage as we prepare for the new year.
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