MERCADEO Versión en español
Brands bedazzled by millennials must approach Generation Z
Manuela Walfenzao| 19 de mayo de 2015
Al haber crecido durante la recesión, la generación Z es práctica y consciente del valor de las cosas
For the last decade, brands and sellers have been focused on the millennial generation, attempting to understand their constant changes of habits in social networks, from Instagram, Snapchat all the way to Periscope, and also their changing and blooming nonconformity. But Generation Z, which is already reaching 18 years of age, has different traits and some brands have already begun to plan their efforts so as not to lose empathy with teenagers.There are brands that continue pursuing the shadows of younger millennials, as is the case of Abercrombie & Fitch and Aeropostale, who are struggling to modernize their marketing efforts.Having grown up during recession, Generation Z is practical and aware of the value of things. They enjoy experiences and use the enormous amount of information available to unearth unique stories. Sellers must also think of new tactics, out of the traditional ones, to catch this group’s attention, but once they find them, they could be excellent brand ambassadors, with a perfect handling of social networks.Taco Bell, Target and DreamWorks Animation’s AwesomenessTV are already experimenting to see what stimulus move this age group. With small efforts, such as applications and immersive experiences in stores, they are getting to understand them.Melissa Friebe, Taco Bell Insights Lab VP, believes that the same themes that belong to millennials are manifesting in different manners in Generation Z, “they are more empowered, they are entrepreneurs and simply creative”.
