The Nexus
# GenZ : How To Sell To Quaranteens
By Walter Chabala
Boomers heading to retirement move to the back please . Millennials juggling with parenting you can take the frontrow seats and # GenZ , newest entrants into the workforce ; your time is now , please take the stage . Ladies and Gentlemen , generations are shifting . The traditional stereotypes of each generational group are feeling oldschool now that everyone is aging into new life milestones .
Gen Z-ers , in particular , are the talk of town in Kenya right now . Yes , these guys are shaking things up in the political space . So forgive me , being a millennial myself , my pen naturally drew me to this group of people . Why you may ask ? Well , learn something new , pass-on the learned over time . Just like the good neighbor that I am .
Gen Z comprises people born between 1996 and 2010 . This generation ’ s identity has been shaped by the digital age , climate anxiety , a shifting financial landscape , and Covid-19 . Like every generation , Gen Z ’ s behaviors are shaped by how they grew up . This is why , as a good marketer you must first understand your audience before seeking to speak to them .
By and large , many of us will recognize this generation as the tech-obsessed lot . More than that , this lot has grown into a dominant force with major buying power and continues to do so as they enter adulthood .
For the ‘ ol ’ -skul ’ marketers , Gen Z-ers are like nothing marketers have ever seen before . They are insanely tech-savvy , have unique shopping habits and expect more from brands than just decent products . In terms of media and how to engage , these guys view social media and advertising much differently from the way previous generations do . So , to keep up ; brands must up that marketing strategy , must keep up with the times and as first nature , must be dynamic . How you may ask :
Embrace Authenticity
Gen Z values authenticity above all else . Just be real , be transparent , and be genuine
Gen Z values authenticity above all else . Just be real , be transparent , and be genuine in your brand messaging and interactions and you are off to a good start with them . Brands need to be mindful and must create an ongoing relationship with this generation that views the traditional transactional exchange as outdated and impersonal .
in your brand messaging and interactions and you are off to a good start with them .
Windsor Western is the co-founder and president of Her Campus Media , a media and marketing ecosystem for Gen Z college students . She shared that while a high-quality product is still important , Gen Z invests in companies as a whole and leans into a brand ' s overarching ethos . She says , " Overall , it is important that a brand ' s mission and its marketing align with Gen Z ' s values .” “ In terms of authenticity , Gen Z can see through marketing that feels too much like an ad and prefers having a conversation with the brand versus having the brand talk at them ." So , what does that mean ? Brands need to be mindful and must create an ongoing relationship with this generation that views the traditional transactional exchange as outdated and impersonal .
Take a Social-First Approach
Trust me , tech-obsessed is not an unfair adjective to be used for this generation . These guys are in love with technology . Gen Z lives on social media ( predominantly Instagram and TikTok ). According to a 2023 ReelAnalytics Media Consumption study , 83 percent of Kenyan Gen Z-ers average 4-plus hours of screen time per day on their phones .
To meet these guys where they are , brands must have a consistent social media presence . That said , it ' s not as simple as just creating an account . Do we need any more clueing in to the fact that these guys are exceptionally social media-savvy ? A little more work needs to go into your brand ’ s digital presence because these guys won ' t fall for basic ads on their feeds and timelines .
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