WHAT MOTIVATES GEN Z?

What motivates them?

- Gen Z are self-aware, self-reliant and driven making them more cautious, socially minded consumers. This means it is becoming harder for brands to motivate Gen Z to make a purchase. -80% feel expressing themselves creatively is important and releases positive energy.

- Gen Z are very technology driven, so an exciting digital experience will motivate them to engage.

- Gen Z also evaluate brands more carefully, so the consumers are making sure their choices with their little disposable income are the right purchases.

- 60% would rather have a cool product than experience. - music motivates them, influenced their friendship groups and also affects their mood. - More likely to buy from brands who are also socially and politically engaged.

What do they aspire to?

- A huge amount of Gen Z want a job making a positive impact on the world, doing something they are passionate about. They are big on individuality and more than any other generation hold entrepreneurial characteristics.

- The difference with Gen Z compared to before generations is, they look for opportunity and advancements. - 60% want to change the world compared to only 39% of millennials. - Gen Z are more aware and conscious of the social and political changes and views around them, so many aspire for a more accepting society. - 84% support equality for everyone.

Whats the best way for brands to reach them?

- Generation Z are the first media consumers to engage with interactive media. So, brands have to use innovative and new ways to engage and reach their audiences.

- Gen Z doesn’t simply want to consume entertainment but help create and shape it, so interactive elements are responded to well.

- They respond well to exciting campaigns with visual marketing tactics. - They are most influenced by campaigns with the use of influencers in, as they can connect to these people easily and trust their recommendations, which helps them to gravitate towards certain brands. - Gen Z consumers also have a short attention span which explains why brands have to work harder for their attention and always be thinking of new ways to reach them.

- Short graphical content and videos from about 5-10 seconds are the best way to connect quickly because they only have a short attention span, hence the increase in popularity of gifs.

- 60% want to see diversity in advertisements.

What worries them?

- The future, Gen Z are more conscious than any other generation with their buying habits, conscious that they will need to save in order to fund their future. - 57% would rather save their money than spend it.

I think it’s extremely important for brands to be switched on to these and what is motivating and concerning Generation Z as we are the generation of the future. A lot of CEO’s of huge companies tend to be old men so probably don’t fully realise how switched on Gen Z are, they are savvier than ever, and more engaged with politics than is probably realised! Gen Z want to see their favourite brands engaging with important global events and news and I think brands sometimes over look this and presume we’re too young to be interested in politics and social/cultural changes.