The Generation Z Psychology towards Brand Communication

Generation Z consists of people born after 1995. It has become essential for brands to engage with them in a manner that keeps up with heir interest otherwise they are long gone. Starting with some basic key pointers that define their personality:

They want entertainment along with knowledge.

They have faster processing, lower attention span, multi-tasking ability, collaborative nature.

The generation has more trust on bloggers, instagrammers, youtubers than celebrities, often brands get better engagement rate with these small influencers as compared to celebrities. This trend is developing at a fast pace and the new generation is slowly forming small communities that play a major influence in their life. Each of these influencer has its own small community and this is what brands can leverage for business results.

At this time many people who are already aware of this Influencer lead trend be like:

But for those who were not aware, you have knowledge now!

What Generation Z is looking for Online :

1. The information that brands want to communicate should be done in a manner that it is entertaining and should teach something to them
   (Gen Z).

2. This generation is the visual generation so make photos, make stories, make videos, make memes, generate blogs that provide knowledge and entertain at the same time.(Like the one you are reading at present)

3. They don’t just want brands to sustain a visual image on social media, they want to see brand’s work in real life. They want the brand-customer relationship to be more transparent.

Brands can then leverage that real-life work as content on social media.

Example: Zomato’s 10-year celebration was done by distributing food to the poor and they leveraged that activity on social media to gain mass engagement. The social work posts were done by zomans and not the Zomato page as employee advocacy works better than Brand advocacy. Although the Zomato page did share a blog which showcased how they are going to celebrate zomato’s birthday and zomans shared that post.

We can definitely learn this one thing from zomato’s anniversary campaign:

PS — it also generates a level of transparency between customers and brands.

4. The attention span of the generation Z is 8 seconds so you only have 8 seconds to communicate the message you want to. Engagement falls as the time increase.

5. The generation Z can process the information faster than the other generations, that is if they find mysterious things that they are not able to crack easily, it is likely that they will spend time on that information.

6. Generation Z wants to be a part of the community and if the community represents a unique and “cool” quotient, they are likely to join it. Brands can leverage this detail about this generation and focus on forming a community rather than just blowing one’s own trumpet.