Hello PR friend!
Several of our clients are interested in Generation Z, also known as GenZ.
According to Wikipedia:
Generation Z is born between 1997 and 2010 (though the boundaries vary according to different definitions). It follows Generation Y and precedes Generation Alpha. It is defined as a generation born when digital communications were already well-established.
An article from *Journal du Luxe particularly caught my attention regarding this generation, which, according to a report by the agency Launchmetrics for the fashion and luxury sector, confirms that this generation is more than ever sensitive to content creators, the famous influencers.
Between 2020 and 2023, the influence of influencers, according to this analysis, increased by +177% (2020: 5.2B to 2023: 14.4B). It is almost twice as high as the impact of celebrities/brand ambassadors (2020: 1.7B to 2023: 7.6B).
We can see that celebrities still have influence, but the rise of influencers is remarkable.
Unsurprisingly, this report highlights the rise of South Korean personalities: 70% of the celebrities generating the most visibility for major fashion houses come from the Asia-Pacific region.
K-pop, music popularized by GenZ, indeed has a global influence.
* “According to our analysis, trust in content creators has never been higher, increasing by +21% in one year,” confirms Angela Nader, head of brand partnerships at LTK for the UK.
“Generation Z is three times more likely to trust these influencers rather than advertisements, and 75% of them say they make online purchases based on a creator’s recommendation, which is 21% more than the general population,” she adds.
A sentiment shared by Eric Briones, Director of Journal du Luxe and cited in the Launchmetrics study, who sees sincerity and proximity as powerful drivers of creation and interaction: “The notion of authenticity is crucial; it is not about reason but about the heart. Authenticity is an art!”
Ah! This famous “authenticity” has been THE word of 2023 and continues in 2024.
I prefer “sincerity” to authenticity, which seems to mean everything and anything since this word is on everyone’s lips and influencer campaigns.
Being authentic while presenting luxury products seems quite exaggerated if you know what I mean…
Nevertheless, Generation Z has grown up with social media and lives with their smartphone grafted to their hand, with TikTok at the top of the list of consulted apps.
So what should brands do to reach the Zs?
- See if GenZ influencers share their values.
- Introduce your products and your company to GenZ influencers to see how their community reacts to your products.
- Identify those who could become brand ambassadors.
Of course, if you are into reducing the appearance of wrinkles, it is a bit early to try to engage the Zs, but introducing your brand to their mothers and your moisturizing and cleansing products is undoubtedly a good idea.
Do you want to learn how to contact influencers? That’s what we do every day at the NATA PR agency.
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Nata
*JOURNAL DU LUXE
https://www.journalduluxe.fr/fr/business/genz-marketing-mode-luxe-influenceurs-launchmetrics
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