People
As a human race we are irrational and more often than not predictable, this makes us susceptible to being easily influenced. When you have a society that is always hungry for the next thing and add the ease of 21st century shopping, it creates a place where enticing marketing can easily lead to overconsumption. To add a catalyst to this situation Gen-z entered. Gen-Z is classified as anyone born from “1997-2012” (Dimok 2019), making this the first generation born into a world where technology is ubiquitous. Typically having more disposable income than the previous generations and being hyper-cognitive (can cross-reference multiple websites to find the best deal), puts this overconsumption on steroids.
Stereotypically, Gen-Z has a short attention span making it imperative for brands to harness the consumers attention for more than 60 seconds. Kelsey Robinson interestingly informs us that “There’s been a huge loyalty disruption. Consumers are choosing brands and retailers for different reasons.”(Robinson 2022) With thousands of substitutes for every product, it has never been more important for brands to ensure that their products are conspicuous. Given that Gen-Z can be easily influenced, brands must consider who is wearing their products as this subconsciously affects whether a purchase will be made. As previously mentioned, consumers are irrational and believe that buying something an influencer or celebrity is wearing will mean they emulate that person.
As the world becomes more connected than ever, brands are able to access a wider range of consumers meaning that they also have to represent a wider range of consumers. An example of a brand that has done this meticulously is SavagexFenty. Rihanna the creator of the brand states that her aim was to create something that everyone could wear and feel confident in. This is reflected in her inclusion of every age, ethnicity, size, sexuality and disability. According to a study done by Maryville University it states that “83% of people pointed to better representing modern society as the reason marketing campaigns were impactful in a positive way.” (Cat-Wells 2021) If people from all different backgrounds feel seen by major brands, it will ultimately create a more equal and confident society.
As previously mentioned Gen-Z no longer have loyalties to brands and are willing to change their consumption habits. Therefore it is crucial for brands to be able to communicate with their customers. Communication could range from being transparent about the production of their products or through providing personalised communication. As Gen-Z are typically more concerned by the state of the environment and how people along the supply chain are treated and paid, brands being transparent and taking accountability is key in attracting customers.
Bibliography:
Dimok, Michael. (2019) Defining generations: Where Millennials end and Generation Z begins [Online[. Available at: https://www.pewresearch.org/short-reads/2019/01/17/where-millennials-end-and-generation-z-begins/ (Accessed: 12.10.2023)
Robinson, Kelsey. (2022) Rise of the inclusive, sustainable consumers [Online[. Available at: https://www.mckinsey.com/featured-insights/sustainable-inclusive-growth/future-of-america/rise-of-the-inclusive-sustainable-consumers (Accessed 14.10.2023)
Keely, Cat-Wells. (2021) Shaholly Ayers On Savage X Fenty: A More Inclusive Fashion And Advertising Landscape [Online[. Available at: https://www.forbes.com/sites/keelycatwells/2021/10/16/shaholly-ayers-on-savage-x-fenty-a-more-inclusive-fashion-and-advertising-landscape/?sh=1da104231d43 (Accessed 14.10.2023)