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Meet Gen Z on their turf

Gen Z builds on millennialism with some subtle differences. To appeal to this generation, brands must cut through the fakery and noise, take a stance, and be bold.

Kronenbourg beer’s connection with renowned French soccer player Eric Cantona provides a personal, human hook.
Kronenbourg beer’s connection with renowned French soccer player Eric Cantona provides a personal, human hook.

After years of everything millennial taking center stage, the focus is shifting to a new generation: Gen Z. Made up of those born between 1996 and 2010, this generation will comprise 33% of the world’s population by 2020. While much has been said about the millennial spirit, “millennialism” isn’t just about millennials. It is a mindset that drives the expectations of Baby Boomers, Gen X, and millennials alike and even stretches to Gen Z. Age isn’t that relevant. Indeed we see enduring trends such as exploration and rediscovery, digital empowerment, convenience, mindfulness, and the desire to live well fueling the consumption of brands that appeal across a broad age spectrum. The question is, what sets Gen Z apart?

The following article explores what attitudes and expectations differentiate Gen Z and what premium means to them in our post-recession, post political-correctness era, along with strategies to engage this younger audience.

Braver more real brands

While millennials were born at a time when political correctness and “helicopter parenting” were very much de rigueur, by the time Gen Z hit the playground, a tougher, less cocooned, and secure post-recession reality had emerged. Pushed more by their parents, members of Gen Z are more resilient and self-relient. With technology at their fingertips, they don’t expect to be fed solutions, instead they expect to find them. Consequently, they are a lot more entrepreneurial, and when it comes to brands, they are much tougher critics.

For them, realness and imperfection are the new premium, as curated authenticity has become synonymous with airbrushed fakery. Those brands that have emerged in the past 18 months in fast-growing segments such as the flexitarian category have mostly been designed to appeal to the Gen Z spirit, and all have one thing in common: They cut through the fakery and blandness with their fiercly differentiated brand designs, often humourous tones of voice, and “out there” identities and campaigns. They stand for strongly differentiated values—they take a stance. Gen Z’s technological fluency and independence make them both fearless and mindful. They believe in taking a stance and expect brands to do the same.

One brand that cuts through the noise, fake stories, and distrust is Ugly Drinks with its line of sparkling water. Ugly delivers a single-minded and real brand story—their tagline is “get real, get ugly.” They like to think of themselves as the anti-soda soda. They are not about unobtainable or ridiculous lifestyles. Rather, having products with no sugar or artificial ingredients, they pride themselves as being beautiful “just the way they are.” No discrimination. Just “ugly realness.” Exactly what Gen Z are after!

Brands as a means of self expression

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