Gen Z, the generation raised on smartphones and social media, doesn’t just passively consume content; they actively reshape the landscape of public relations, communication and social media. Their unique values and digital fluency force brands to rethink their strategies and embrace a new era of engagement. You’ll find tips below for engaging new strategies to use with your Gen Z audience.
Authenticity: The Currency of Trust
For Gen Z, authenticity doesn’t qualify as a buzzword; they consider it a non-negotiable. They can sniff out inauthenticity from a mile away, and their trust is hard-earned. This demand for “realness” has fundamentally changed how brands communicate.
“Gen Z is the most cause-driven generation yet, and they expect brands to reflect their values,” states a report by Deloitte’s Global Millennial and Gen Z Survey. This means brands can’t just talk the talk. How can you walk the walk?
- Transparency Matters: Gen Z wants to see the “human” side of brands. Sharing behind-the-scenes content, acknowledging mistakes and being transparent about business practices builds credibility with them. Prioritizing skincare over makeup, Glossier fosters trust and credibility by showcasing real customers and using transparent, simple, and relatable content. They boldly display authentic, real skin, reinforcing the idea that “perfect skin” is an unrealistic ideal.
- Purpose-Driven Communication Wins: Brands must demonstrate a genuine commitment to social and environmental issues. Gen Z is more likely to support brands that align with their values, and they can tell the difference between performative advocacy and real advocacy. Brands like Patagonia focus on purpose over profit aligns with this generation’s desire to support companies that are making a difference.
- User-Generated Content (UGC) Reigns: Gen Z trusts their peers more than they trust traditional advertising. Incorporate UGC into your campaigns, such as customer reviews and social media posts, and adds a layer of authenticity. Aerie, a Gen Z favorite, has effectively used its customers as advertisers, moving away from brand-selected models. This strategy prioritizes authenticity, offering a more genuine representation of their clothing than traditional, often stiff, promotional photos.
According to Sprout Social, “Nearly 90% of Gen Z say a brand’s social media presence has a larger impact on whether or not they trust the brand compared to 2023, per the Q1 2024 Pulse Survey. To establish trust with Gen Z consumers, brands need to consistently convey their identity.”
Digital Natives: Navigating the Social Media Maze
Gen Z’s digital fluency is unparalleled. They’ve grown up with social media as an integral part of their lives, and they expect brands to meet them where they are.
“Gen Z spends more time on social media than any other generation,” says Hootsuite’s Global State of Digital Report. This necessitates a shift in PR strategies, prioritizing digital platforms and engaging content.
- Short-Form Video Dominance: Platforms like TikTok and Instagram Reels serve as Gen Z’s primary sources of entertainment and information. PR professionals must master the art of creating engaging, concise video content.
- Influencer Marketing, Done Right: Gen Z doesn’t take influencers at face value. Done right, smart brands collaborate with authentic influencers who genuinely align with their values and resonate with their target audience.
- Employ Platform-Specific Strategies: Each social media platform has its own unique culture and language. A one-size-fits-all approach won’t cut it. PR professionals must tailor their content and messaging to each platform.
- Allow Interactive Engagement: Gen Z craves interaction. Polls, Q&As and live streams create opportunities for two-way communication and build a sense of community.
Two-Way Communication: Fostering Dialogue
Gen Z expects a dialogue, not a monologue. They want to feel heard, and they want to feel like their voices matter.
- LISTEN: Monitor social media conversations and understand Gen Z’s concerns and interests is crucial. Monitoring socials allows for your brand or agency to join the conversation. No more sitting on the sidelines.
- RESPOND: Responding to comments, messages and reviews in a timely and genuine manner. That tells your audience, “We value you!”
- BUILD: Create online communities where Gen Z can connect, share ideas and interact with the brand fosters loyalty and engagement.
- CONNECT : Creating direct messaging for personalized interactions and building relationships can be highly effective.
The Evolving Role of PR Professionals
With Gen Z’s influence on transforming the role of PR professionals, brands must become:
- Content Creators: Developing engaging video and social media content has become a core competency. Use it or lose your Gen Z audience.
- Data Analysts: Understanding Gen Z’s behavior and preferences requires data-driven insights.
- Ethical Communicators: Gen Z is highly aware of social issues, and they expect brands to be transparent and accountable.
- Agile and Adaptable: The digital landscape constantly evolves, and PR professionals must adapt quickly to new trends and technologies.
In essence, Gen Z demands a more authentic, engaging and purpose-driven approach to PR and communication. By embracing these values and adapting to their digital fluency, brands can build meaningful connections with this increasingly influential generation.
If you don’t have the bench or bandwidth in-house to become all that Gen Z demands, consider partnering with an agency that can help you bridge any generation gaps.
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