The influence of Generation Z (Gen Z) has become powerful in our modern world. Surpassing Baby Boomers and Millennials as digital natives, digital communication is an integral part of this social generation. Gradually gaining the buying power, a business and organization must cater to their target audience. With this in mind, how can businesses digitally market to captivate their growing consumers of Gen Z?

The Gen Z Power

Though Gen Z may strive in digital communication, they do have a poor attention span of only eight seconds. With everything at their fingertips, complete with a bombardment of daily ads, it’s understandable. However, that doesn’t diminish their ability to make or break the potential of merchandise sales. After all, Gen Z has been at the apex of “cancel culture.” With a quick post, review, or LIVE video, brands have found themselves at the mercy of this generation. The goal? Hold brands more accountable.

This social ethos stems from Gen Z’s desire to leave a positive impact on the world. As detailed in “What’s Your Strategy For Attracting Generation Z,” organizations are held to a higher standard in which 94 percent of Gen Z participants believe social and environmental issues should be addressed by companies (2017). There is a corporate social responsibility (CSR) that must be highlighted. As an example, in the midst of a crisis, a company should take responsibility or even advocate for its younger audience. This could be a public apology and company change like the former Aunt Jemima pancake syrup or advocating for change like Nike’s support of Colin Kaepernick.

Authenticity

Ultimately, the end result of a company should focus on authenticity. With today’s pop culture and influencers, this can be fulfilled. A few influential Gen Z babies that are taking the world by storm include multi-talented actress, Zendaya, makeup guru, James Charles, and even YouTube vlogger, Olivia Guinnulli. These media influencers not only represent the rising generation but also represent themselves as real people. To further the success of a business via media, a story for the brand is imperative. When posting content, excitement should be palpable by the audience. This offers a chance to be a part of the brand itself or the experience. Donald Miller’s “Building a Story Brand” offers great insight on storytelling for a business and to gain customers to be a part of it. And for social media, eye-catching content that is interactive, fun, and raises awareness, is a plus. After all, by promoting authenticity in a product, Gen Z’s buying power is influenced.