Decoding Gen Z: Marketing Insights on Customer Behaviour and Slang
Ah, Gen Z — the generation that’s shaking up everything from fashion to food, and even the way we speak.
As a young consumer myself, I’ve witnessed firsthand the seismic shift in consumerism brought about by my fellow Gen Z-ers. To fully understand the impact this generation has on consumer behaviour and brand communication, we first need to understand who they are and what makes them tick.
What Is the Gen Z Age Range?
Born between 1997 and 2012, Gen Z in Malaysia represents the first cohort to grow up entirely immersed in the digital age, having never experienced a world without the internet and smartphones.
Whether they are embarking on their university journey, entering the workforce, or considering homeownership and rentals, the older segment of Gen Z is currently undergoing the transition into adulthood. Consequently, their purchasing power and income are anticipated to rise significantly as they enter the workforce. Globally, it is estimated that Gen Z’s income will soar fivefold to US$33 trillion by 2030, accounting for over a quarter of global income and surpassing millennials’ earnings by 2031.
Gen Z in Malaysia holds a substantial potential impact on the workplace. By 2025, a WTV survey projects that Gen Z, together with Millennials, will comprise over 70% of the country’s workforce. Accompanying this growth will be the rise of the gig and passion economy, built with purpose in mind, which will become increasingly popular compared to traditional employment models.
In this blog, we’ll delve into how Gen Z is redefining the consumer landscape, explore the quirky world of Gen Z slang, and offer some sage advice for marketers looking to connect with this savvy generation of conscious consumers.
Key Characteristics of Gen Z
Gone are the days when marketers could rely on traditional advertising tactics to capture the attention of consumers. With a global spending power of US$450 billion, Gen Z is reshaping the way brands approach everything from product design to marketing campaigns, with their unique preferences and values.
From sustainability to social justice, Gen Z demands authenticity and purpose from the brands they support.
Other core characteristics include:
- Strong focus on experiences, not products: Brands will need to rethink the way they sell and market tangible products to offer more of an experiential experience that will leave a lasting impression on consumers of the generation.
- Truth over perfection: Significantly highlighted in this generation more than any other, transparency is king and truth reigns supreme. This generation is willing to boycott companies over unethical business practices and false advertising, taking to social media as a channel to collectively discuss.
- Gen Z sees brands as allies for change: The first generation of ‘true digital natives’, Gen Z consumers are inclined to favour brands aligning with their values and showcasing a sincere dedication to making the world a better place.
Gen Z Slang Hits Different, Too!
In addition to their distinctive consumer preferences, Gen Z is renowned for its unique lexicon of slang. From “yeet”, “GOAT” to “fire,” understanding Gen Z slang is essential for marketers looking to connect with this demographic authentically.
Incorporating Gen Z slang into brand imagery and communication strategies can foster a sense of relatability and resonance among younger consumers, enhancing brand engagement and relevance.
One particular example is Gucci and Superplastic’s latest series of limited edition NFTs – SUPERGUCCI. The Italian fashion brand aimed to differentiate itself in the luxury industry by leveraging the power of TikTok and engaging in the metaverse. But that’s not all — Gucci went a step further to connect with the Gen Z market by replacing “it’s good” with “it’s Gucci”.
TL;DR, the brand received a favourable response, Gucci’s Janky & Guggimon NFTs have sold for over US$20 million in total.
But, what comes after Gen Z?
Enter Gen Alpha, poised to comprise 2.2 billion people worldwide by the end of 2024, according to Workplace from Meta. Equally focused on transparency, authenticity, and purpose, this generation shines a spotlight on gamification. By 2025, the number of Gen Alphas is expected to surpass that of baby boomers.
What Should Brands Takeaway From This
Embrace the chaos, embrace the change, and above all, embrace the power of Gen Z.
Easier said than done perhaps, the big challenge (and opportunity!) for brands will be to adapt to change and remodel themselves, their messaging, and their values to align with diverse consumer preferences.
By staying true to their core purpose while remaining mindful of the impact they leave behind, brands can effectively connect with Gen Z and harness the immense power this generation wields in shaping the future of consumerism.
Marketing effectively to Gen Z isn’t merely an option for brands anymore; it’s essential for future relevance and survival.
Link up with us today, and we’ll hook you up with all the Gen Z vibes to level up your brand’s game!
