Communicating with Gen Z: Satisfying Authenticity Cravings

Sophia Landry November 2023

Introduction

As media professionals try to market toward Gen Z it is crucial to create an authentic marketing approach. Relatability should be a brand’s highest priority when marketing to this age group. Young people want humor, lightheartedness, and content wherein they can visualize themselves, their homes, their workplaces, and even their pets. On a specific and heavier note, within the fashion industry, more and more consumers are recognizing the shortcomings of fast fashion and are shifting their allegiance to lasting items over fast fashion.

Gen Z Media Consumption

WARC Media argues: “Gen Z is the most digital generation to date. WARC Media analysis found that digital channels accounted for two-thirds (67.7%) of total media consumption by 16-24s in Q2 2022, higher than all other adult age groups.” For the majority of individuals but specifically Gen Z, the primary method of media consumption is social media as opposed to newspapers or television which have been the most prevalent news and media sources relied on for previous generations. Though there has been a slight uptick in audio consumption from podcasts, the priority of content comes from short-term videos on TikTok and Instagram reels. As a generation that has consumed social media their entire life, they are acutely aware of something that is just an advertisement versus something that is genuinely an endorsement of a product by a fellow social media user.

Success of Tiktok

Short-form video is particularly effective for marketing towards Gen Z given that age group’s notoriously shorter attention span. WARC Media argues: “TikTok itself argues that the most effective manner in which to engage Gen Z users on its platform is to focus content creation on three key emotions: joy, happiness, and creativity.” To engage with Gen Z, who is constantly chasing dopamine, effective media needs to make its watchers happy. Impromptu dance-offs involving middle-aged parents, dogs snoring, and simple recipes adeptly executed by bright-eyed, clean-faced young women in their spotless apartment kitchens with matching linens and labeled spice containers make viewers happy. Therein lies the success behind Tiktok. The demands on the influencer are low. Not much needs to be invested in terms of professional actors, cinematography, and production. Conversely, the more relatable the conveyor appears, the more likely those watching are to consume the promoted products.

Influencers

Social media influencers play a highly influential role in the marketing and business communication industry. Mintel in their US Social Media Influencers Market Report 2022 concludes: “Social media influencers are a powerful marketing asset. An endless cycle of ambitious untapped talent is available as more creators share their lives on social media and look to build a following. New tech tools to enhance content along with brands’ marketing investment have helped influencers to maintain followers’ interest and drive more connections through authentic, meaningful, and useful content.” Social media influencers are effective because they provide a way for brands to create an authentic connection with a customer. However, as more and more individuals yearn for genuine connections outside of a social media landscape overrun with ads and pressure to consume, Gen Z sees many influencers as social media personalities first. Many in Gen Z can relate to the devastating time when an influencer posts a Bloom nutrition ad for the first time for example because it takes so much authenticity away from them. , said iProspect’s Huang says in the WARC report “BeReal and [other] newer platforms feel ‘clean’, whereas Facebook and Instagram almost feel polluted [with advertising]... There is almost the expectation that brands will enter this space at some point, so we, as a generation, are enjoying it while it lasts.”

Focus on sustainability within the fashion industry

Alison Bringé, of the Forbes Communication Council, writes in her article “The State Of Sustainability In The Fashion Industry (And What It Means For Brands)” about this changing focus. “With this continued development, brands should learn that surface-level actions that only appear sustainable are unlikely to work and that in order to stay profitable, they should initiate real change. The good news is that the fashion industry seems to be open to change, and for this to continue, the industry has to take responsibility and there has to be complete transparency from samples to the sales rack. This could benefit both the consumer and the industry long term. As the industry continues to grow, it could provide new sustainability solutions that will fuel this growth.” The fashion industry will need to be creative if it wants to successfully endeavor towards a sustainable product. Brand association with prominent environmental causes, spokespersons who are known champions of environmental issues, and the implementation of environmentally conscientious practices throughout the brand are three ways to start. Designers will have to find, use, and market fabrics that are lasting and humanely sourced. They will have to promote the safe working environments of those who fabricate their clothing. Marketing schemes deliberately designed around out-of-door places make the brand itself synonymous with the environment. Consumers are making choices about other aspects of their lives based on environmental impacts. There is no reason to think they will not make the same type of choices when deciding what to wear.

Green Washing: The Trojan Horse

Greenwashing only benefits a corporation if it deceives customers. And despite the ethical transgressions there, fooling Gen Z is very difficult. Therefore, transparency can help distinguish genuine concern for the environment from artificial concern. Gen Z remains skeptical of greenwashing because they prioritize transparency and demand authentic, concrete actions from businesses rather than merely superficial claims of environmental responsibility. Too much of this can be damaging to a brand because it “undermines a consumer’s trust.” Older consumers who may still be skeptical and uninformed about the environmental impacts of consumerism are more likely persuaded by greenwashing claims. Gen Z however, who has spent their entire adolescent life barraged by the devastating environmental impacts of mass consumption, is savvier. While this group is willing to pay more for a sustainable product, that does not mean they are not going to do the research. Levi’s, for example, has been in existence for over 100 years. With the recent popularity of vintage clothing, Levi's, whose timeless denim shapes seem to have endured for over a century, has made a resurgence. They are open about production and sourcing. They are transparent about sustainability. Gen Z trusts this brand. If research reveals that a company is greenwashing, the Gen Z consumer will promptly engage her myriad of social media followers to communicate the disreputable practices, and irreparably damage that company’s reputation. Levi’s Denim has effectively done this with its sustainability campaigns since 2021. Audrey Kemp with the Drum says: “The effort marks the latest expansion of Levi’s global ‘Buy better, wear longer’ campaign, which was initiated in April 2021 and urges consumers to repurpose and re-wear their clothes, as well as highlighting Levi’s efforts to lessen its environmental impact.” And to reiterate this focus on the value of a well-made item, Forbes: “In the resale business, it seems that consumer behaviors shift depending on age. The RealReal reported that more than half of its sellers in 2021 were Generation X or older, or at least 42 years old. And younger shoppers are the ones most often purchasing these secondhand clothes.” Companies prioritizing sustainability will be better equipped to appeal to the growing demand among Gen Z consumers for genuine connections, ethical practices, and long-lasting, sustainable products.

Examples of P.E.S.O. for Levi’s

All of these examples follow the sustainability efforts of Levi’s over the past three years. They reflect a similar pattern of sustainable consumption and ethical purchasing habits. They all reflect a common theme of “buying better” instead of buying more.

Paid

This is a paid advertisement and therefore qualifies as a paid form of communication. The company has total control over this form of communication and it serves as an effective way for them to control a message to a target audience.

https://youtu.be/4oCB0SwxJB8?list=TLGGtvqPOMnyrAEyODExMjAyMw

Earned

Earned media comes from publicity or word of mouth. This can be the most effective but hard-to-achieve communication vehicle because there is very little control over the media itself, but that is why it resonates so deeply with consumers. The article serves as an example of earned media because it shows the long-term efficacy of the jeans themselves which in turn reasserts the brand's claim that these jeans are meant to last a lifetime and then some.

https://www.denverpost.com/2023/10/02/oldest-levis-jeans-sells-durango-vintage-festivus/

Shared

Shared media is media that can include multiple users, so it can be a great way to increase audience engagement with a brand or help fuse two audiences together with endorsements. Here, Orville Peck, a famous musician, has a partnership with Levi’s for his tour. This allows crossover between the two brans’ audiences. The feature also allows the same post to be uploaded to two accounts simultaneously also allows for an opportunity to have each respective brand thank the other, creating more shared media.

https://www.instagram.com/p/Czj-fqcSwYP/?img_index=2

Owned

Owned media is content that a brand has total control over like its website for example. This is a media platform on which brands can have the most control. Once again, Levi’s stays true to their roots in workwear and creating strong garments meant to last.

https://www.levi.com/US/en_US/features/about-us

Conclusion

As Gen Z remains the dominant group on the internet, successful communication relies on authenticity. Brands that remain transparent with their consumers about sourcing and sustainability habits, authentic spokespeople, and ethical initiatives will capture the overstimulated consumers within Gen Z. Communicating with Gen Z rests on meaningful connections and finding sustainability habits for the future.

References

Bringé, A. (n.d.). Council Post: The State Of Sustainability In The Fashion Industry (And What It Means For Brands). Forbes. Retrieved November 27, 2023, from https://www.forbes.com/sites/forbescommunicationscouncil/2023/01/02/the-state-of-sustainability-in-the-fashion-industry-and-what-it-means-for-brands/

What could have been dismissed as a fleeting trend just a few years ago is proving to be anything but as the sustainable movement continues to drive change in the fashion industry.

Brownsell, A., Huang, C., McDonald, J., Young, S., & Petio, C. (2022). Global Ad Trends: Finding Gen Z (p. 27) [Business]. WARC Media.

Levi’s prompts consumers to ‘buy better’ jeans for the planet. (n.d.). The Drum. Retrieved November 27, 2023, from https://www.thedrum.com/news/2022/09/21/levi-s-prompts-consumers-buy-better-jeans-the-planet

Oldest known pair of Levi’s Jeans sells for $100K at Durango Vintage Festivus. (n.d.). Retrieved November 27, 2023, from https://www.denverpost.com/2023/10/02/oldest-levis-jeans-sells-durango-vintage-festivus/

What Is Greenwashing, and How Do You Spot It? (n.d.). Business News Daily. Retrieved November 27, 2023, from https://www.businessnewsdaily.com/10946-greenwashing.html