Brands should want to maximize their appeal to as wide of an audience as possible, including Gen Z. Sure, Gen Z may face some negative perceptions, however, their opinions and actions will have a significant impact on shaping the future of the world. It is vital to understand some of the concepts and ideals that resonate with Gen Z in order to effectively capture their attention and build loyalty with them.

Here are four insights about Gen Z that can enhance PR and marketing strategies for brands:

1. Gen Z Loves Social Media.
It is no secret that social media is integral to Gen Zers as the “digital generation.” Beyond communicating and connecting with friends, half of Gen Z uses social media daily as a source of news. This fact reinforces that social media is the hub for Gen Zers to absorb new information — including exposure to new brands and companies. Social media apps such as Tik Tok and Instagram are great tools for brands and PR agencies to utilize as a bridge to Gen Zers.

2. They Care about Societal Issues.
Gen Zers have grown up in a world riddled with societal issues including climate change and inequality. As a result, Gen Zers are more conscientious about important issues and want to support brands that align with their beliefs. Companies and their PR teams need to highlight how they are prioritizing social issues — on their websites and across their social media channels (see insight #1). For example, a brand that prioritizes sustainability and is transparent about how they do so, will likely be better supported by Gen Z than a brand that does not.

3. Transparency Is Highly Valued.
A brand that clearly communicates their priorities and goals is easier to understand. There is limited opportunity to grab the attention of online Gen Zers. A brand that demonstrates who they are and what they do will be easier to support. Moreover, if a brand experiences “bad press” or a communication crisis, being transparent and willing to improve upon mistakes is critical.

4. Creativity = Entertainment.
Lastly, Gen Z wants to be entertained and engaged. Brands that think outside the box in terms of their campaigns, brand aesthetic or just overall delivery tend to be favored by Gen Z viewers. In addition, a more creative approach to marketing and PR campaigns increases online sharing and earned media coverage.

As a member of Gen Z, my attraction towards a brand is increased when one or more of these strategies is reflected in their PR or marketing campaigns. Brands that have authentic missions, thoughtful products or services and demonstrate care towards their customers are the ones I choose to support. Brands — and equally — PR agencies have a lot to balance, but putting intentionality and energy into reaching the Gen Z audience can be highly beneficial.

MGP is a dynamic PR firm that has senior talent to help your company target key demographics and deliver the message they want to hear. Want to learn more? Get in touch at hello@wearemgp.com.

Brands should want to maximize their appeal to as wide of an audience as possible, including Gen Z. Sure, Gen Z may face some negative perceptions, however, their opinions and actions will have a significant impact on shaping the future of the world. It is vital to understand some of the concepts and ideals that resonate with Gen Z in order to effectively capture their attention and build loyalty with them.

Here are four insights about Gen Z that can enhance PR and marketing strategies for brands:

1. Gen Z Loves Social Media.
It is no secret that social media is integral to Gen Zers as the “digital generation.” Beyond communicating and connecting with friends, half of Gen Z uses social media daily as a source of news. This fact reinforces that social media is the hub for Gen Zers to absorb new information — including exposure to new brands and companies. Social media apps such as Tik Tok and Instagram are great tools for brands and PR agencies to utilize as a bridge to Gen Zers.

2. They Care about Societal Issues.
Gen Zers have grown up in a world riddled with societal issues including climate change and inequality. As a result, Gen Zers are more conscientious about important issues and want to support brands that align with their beliefs. Companies and their PR teams need to highlight how they are prioritizing social issues — on their websites and across their social media channels (see insight #1). For example, a brand that prioritizes sustainability and is transparent about how they do so, will likely be better supported by Gen Z than a brand that does not.

3. Transparency Is Highly Valued.
A brand that clearly communicates their priorities and goals is easier to understand. There is limited opportunity to grab the attention of online Gen Zers. A brand that demonstrates who they are and what they do will be easier to support. Moreover, if a brand experiences “bad press” or a communication crisis, being transparent and willing to improve upon mistakes is critical.

4. Creativity = Entertainment.
Lastly, Gen Z wants to be entertained and engaged. Brands that think outside the box in terms of their campaigns, brand aesthetic or just overall delivery tend to be favored by Gen Z viewers. In addition, a more creative approach to marketing and PR campaigns increases online sharing and earned media coverage.

As a member of Gen Z, my attraction towards a brand is increased when one or more of these strategies is reflected in their PR or marketing campaigns. Brands that have authentic missions, thoughtful products or services and demonstrate care towards their customers are the ones I choose to support. Brands — and equally — PR agencies have a lot to balance, but putting intentionality and energy into reaching the Gen Z audience can be highly beneficial.

MGP is a dynamic PR firm that has senior talent to help your company target key demographics and deliver the message they want to hear. Want to learn more? Get in touch at hello@wearemgp.com.