How to connect your brand with Generation Z

Market dynamics are constantly changing and require brands to adapt to new audiences and trends. The new generations represent a huge force in the market which, combined with unique expectations, pushes companies to establish connections and dialogue with young people, to thrive.

Young people born between 1998 and 2010, belonging to Generation Z, are known for being digital natives, that is, those who were born sharing their attention with the internet. Furthermore, they are characterized by their acute critical sense. They are demanding, value authenticity and seek inclusive and diverse experiences.

According to findings from the 2022 Global Marketing Trends survey, conducted by Deloitte, 94% of consumers aged 18 to 25 expressed a desire for companies to engage in discussions about social issues. Furthermore, 57% of consumers were loyal to companies concerned about these issues.

For them, identity and positioning from brands are indispensable, as they seek to connect emotionally with brands that align with their lifestyle, promote experiences and have a well-defined mission, vision and values.

“Today we can say that Generation Z has a special connection with live marketing, this group values ​​the relationship with brands in a different way. It is important that brands target their products and services and are present in the most diverse environments occupied by young people, adapting to the requests and particularities presented by this target audience”, says Bruna Alves, marketing manager of Alive Brand.

What does this mean in practice?

In practice, live marketing is a way to capture the attention of your audience by interacting creatively, allowing participants to have a direct experience with the brand. You can also include interactions where audiences have the opportunity to test products, offer real-time feedback, enter sweepstakes or contests.

Among Gen Z’s favorite brands are those that establish a strong presence in their daily lives, promote values ​​consistent with their beliefs, offer personalized and authentic experiences and demonstrate genuine commitment.

“Brands that master this strategy know that it’s not just about promoting a product. It’s about aligning with young people and their consumption behavior. They want to feel part of something bigger,” says Bruna.

In this way, he argues that events are designed to be more than just presentations, but great spaces for interaction.

More than anything, live marketing offers unique experiences and, combined with a brand identity that combines with the values ​​and aspirations of Generation Z, establishes a strong relationship. This is exactly what they are looking for.