(Express Read- 5 minutes)

When designing for the new generation, understanding their behaviours, culture, and belief is the first step.

Gen Z has the quest for authenticity that leads to immense freedom of speech and a greater willingness to understand people and the situations around them. They are firm believers in the power of dialogue and use this notion to resolve disputes and improve the world. They take an analytical and pragmatic view in their decision-making process and any interactions with government or private institutions.

Unveiling the truth

Gen Z wants to Be Real.

Using real pictures instead of excessively digitalised visuals is important, and they do not believe in surreal imagination visuals to reflect their everyday lives. Gen Z believes that the unreal belongs to the gaming world and the metaverse, and thus, here are our suggestions on an imagery approach when working on a Gen Z campaign:

Strong storytelling
Genuine moments
No hidden clauses
Positive messaging

Believing in a common cause

The stronger an alignment to the cause, the stronger the belief.

To create a campaign that gets Gen Z’s attention, the products and services must be skewed towards specific belief systems, goals or objectives. A strong goal/objective-driven headline targets customers who believe in the same analogy, which translates into a strong SEO campaign search. To create this belief, there are ways to anchor the campaign towards:

Uncover the real truth or cause
Hashtag creation that summarises the campaign goals
Create like-minded group conversations that drive the campaigns

Accenture University Innovation Challenge - Designed by DWHQ

The freedom for self-expression

Platforms are created for the freedom of self-expression, and these touch-points benefits campaign targeting Gen Z:

The ability to customise products or services (according to needs)
Social media platforms that provide the freedom of expression
Get ideas - AI assistance and suggestions for self-expression are readily available online
Anchoring the trust in the brand that allows them to express themselves freely

Communal sharing

New age trends suggest that Gen Zers are very open to renting instead of owning a product, and this helps them to avoid making a one-time big spend. They like to rely on authentic reviews from various sources, such as bloggers’ product reviews and real-time opinions, to assist them in their judgment purchases.

Shaped by covid-19

The impact of covid-19 has shaped this generation. Yet, the irony is this impact has not harmed or interrupted Gen Z. They are now considered the most digitally savvy generation that uses digital resources to express themselves or get tasks done more effectively and efficiently.

Gen Z can finance themselves in ways no other generation could not have imagined, and they are accustomed to obtaining their purchases via delivery rather than an in-person meeting. These days, physical stores are now just for exploring the usage of biological products in the most innovative ways possible, whereas purchasing a product online is the most cost-effective and efficient way to go.

Designed for mental health

The Deloitte Paper (2020) shares that the primary stressors of Gen Z workers are caused by jobs and career prospects (41%), school and education (39%), and the expectation to achieve work-life balance (15%).

With that, the trend for colours, graphic components, typography, and visuals is now developed with a minimalist aesthetic focus to create a soothing experience for the viewers.

These designs aim to express and communicate thoughts that put the eyes at ease (no over-the-top graphics!), capture hearts with impactful shapes, and provide thoughtful visuals that emphasises care and attention.

Sustainability is a reliable brand

One important factor to consider when working with Gen Zers, is sustainability. Gen Zers, like Millenials, strive for a more sustainable and environmentally friendly market in various businesses. The environmental footprint of a product is extremely important to younger generations. Instead of disposable stuff, they choose high-quality, long-lasting items. Simultaneously, ecologically sensitive materials find their way into this generation.

Brands that are cognizant of their environmental footprint are respected by Gen Z. According to a survey conducted by FirstInsight, 73% of Gen Zers are willing to spend more on environmentally friendly products (First Insight, 2020). Meanwhile, only 68% of Millennials, 55% of Generation X, and 42% of Baby Boomers share the same desire.

How to Design Campaigns for Gen Z?