Khaled: These new kids are bizarre!
Ajay: What happened?
Khaled: A few of us were having a water cooler chat. The new trainee walked by and asked us to spill the tea. Why would we!
Ajay: Haha! He wasnt asking you to spill tea literally. In Gen Z slang, it means to share the gossip.
Khaled: Why cant they just talk normally?
Ajay: For them, this is normal. Generations, as well as their language, evolve and we should be more receptive to it. In fact, instead of dismissing them, its important for us to rejig our strategies to make our brand more visible to them.
Khaled: How?
Ajay: Many ways. To start with, they are the digital native generation with a constant presence on channels like Instagram or TikTok. So, be where they are.
Khaled: You mean, move your ads from traditional media to these channels?
Ajay: Yes and no. Traditional ad formats dont work with Gen Z. But they understand influencers. So one strategy could be promoting your brand through these influencers. Also, the old one-way communication has become obsolete. Gen Z is all about engagement, interactivity, user experience, and unique content. This means your campaign should not only be unique, but you should be able to make your product an experience for them, something about which they can tell stories and share experiences on social media. Constantly engage them, be on top of trends and talk about the causes they care about. But theres no way you can fake it with this woke generation. So be real, honest and accountable. Get them to trust you, build a community and Gen Z will become your brand ambassadors.