Why Relevancy -- Not Reach -- Is Key To Reaching Generation Z.
How do brands cultivate relevance with Gen Z audience segments? In this interview, Jeff Fromm caught up with Gregg Witt, EVP, youth marketing here at Motivate to discuss the secrets of earning trust and building credibility with Gen Z.
It’s no secret that young people who occupy the Gen Z demographic (that’s anyone born from 1995 to 2007) are, or will be, vital to almost every business.
This group makes up over 20 percent of the U.S. population, with over $75 billion dollars in discretionary income, and represent a projected 40 percent of all U.S. consumer spending by the year 2020. These young people are not just a vibrant audience and a developing consumer: they are the present and future. So that we can better understand and engage the subsets of Gen Z, our team has worked with literally thousands of young people—effectively since they were born. Through our process of observing, learning and co-creating, we have determined that Gen Z demands three things above all else: transparency, authenticity, and originality. But, for those who haven’t been immersed in the youth space, getting young people to open up and tell you what they think and feel, and to work with you at all (be it ethnographically or co-creatively) is a serious challenge. If you want to gain relevant insights and intelligent strategies for your brand, you have to build and cultivate the trust of this group.