Attracting Gen Z—5 sustainable ways to engage the generation

As Gen Z consumers become less brand loyal, holidays and seasonal events have come to mean one thing: sales. From Black Friday to Memorial Day, Gen Zers have grown accustomed to frequent offers from brands. This means retailers can feel like they’re on a never-ending promotion cycle trying to capture the attention and disposable income of this hard-to-please audience. As consumers have increasing expectations paired with a discount-driven mindset, businesses must become more creative in their offerings to continue to drive reliable revenue and sustained growth. This past summer, Barbie took over shelves across retail, beauty, grocery and other categories. Brand partnerships were popping up everywhere and pink spread like wildfire. Many brands utilize tactics such as partnerships, drops and collaborations to drive increased interest during off-season periods. Ad Age Gen Z Contributor Column We welcome Gen Zers to submit fresh takes exploring Gen Z within the ad industry Learn more here This constant need to generate hype to drive revenue is exhausting for businesses and not sustainable for long-term growth. This is especially fatiguing for Gen Zers, who seek out authentic content rather than overt grabs for their attention. For brands to escape the hamster wheel of relying on these viral trends and cultural moments to sustain their businesses, they must consider more evergreen tactics to acquire and retain Gen Z customers. Here are five ways to boost businesses in a more sustainable way than chasing the next viral moment: Year-round loyalty programs Instead of relying on seasonal moments for surges in revenue, businesses can implement year-round loyalty programs to incentivize consistent repeat purchases. These can include early access to product launches, anniversary gifts and customer rewards. Starbucks is an example of a company that has a great year-round loyalty program that fosters a group of engaged and active customers from which it can expect a steady stream of revenue. From points users can receive through the program, to the personalization it provides by remembering past orders or frequented locations, Starbucks enhances the customer experience through consistent service. Create a community There is loyalty from customers who feel a sense of community from a brand. Not only do they become passionate about the brand, but they also become advocates for it. A brand community requires forums for customers to connect with the brand and other shoppers. This can be accomplished through blogs, social media, and pop-up events. In recent months, Skims, Kim Kardashian’s shapewear brand, saw a huge turnout at its May 2023 pop-up event in Rockefeller Center. Because pop-up events are designed to create memorable experiences where attendees can develop a deeper relationship with a brand, they are attractive to Gen Z who seek that connection. Seamless returns and a money-back guarantee One of the most important components of acquiring and retaining a customer is trust. When a customer can make a purchase knowing they can change their minds, they shop without fear of a potential financial loss. This is key in converting those who are on the verge of making a purchase. Revolve is an example of a retailer which sees returns as an extension of the customer experience. Revolve offers free returns and includes an adhesive return label with every order shipped. This alleviates financial concerns from customers who are hesitant to purchase items that they aren’t completely certain about. Bundle multiple products to show customers a complete set Up-selling, cross-selling and styling are all valuable tools for a brand to encourage the purchase of multiple products. When a customer is offered the premium version of a product for a few additional dollars or shown a purse that perfectly matches the shoes they’re purchasing, their orders will increase in value. By selling a complete outfit or multiple steps of a beauty routine in one bundle, brands are offering convenience in addition to utility. Ensure a premium online experience When customers are shopping online, they seek a seamless experience. Adjustments such as making a website more user-friendly through larger fonts or intuitive navigation, improving load times or updating product stock in real time can improve conversion rates and pay off in the long run. While it might be enticing to leverage the newest trends or seasonal moments for incremental revenue, using those moments as catalysts as part of an evergreen strategy will lead to significant increases. It’s time for brands to break free from the never-ending pursuit of the “next big thing” and shift their strategy to a more sustainable model. Super Bowl commercials Tracking the latest brand and agency plans Enter here

Attracting Gen Z—5 sustainable ways to engage the generation

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