This Company Nails “Gen-Z Marketing” — Here’s How

🌈 Abstract

The article discusses how businesses can effectively market to Generation Z, a generation with radically different priorities, influences, and technology compared to previous generations. It highlights the example of the razor brand Billie, which has successfully engaged with Gen Z by creating a strong brand voice that makes them feel seen, supported, and part of a community.

🙋 Q&A

[01] Who are you to your customers?

• Brands should have a distinct voice that represents and connects with a group of people.
• Billie took a risk with their marketing by showing women shaving their body hair, which was a simple but effective shift from the typical commercials that made women feel ashamed about their body hair.
• Billie made people feel comfortable sharing their "shameful" experiences, creating a sense of community.

[02] What do you want your customers to feel?

• Brands need to focus on creating a feeling and story, not just selling products.
• Billie doesn't just push their products, but engages their target audience by making them feel supported and part of a community, even if they don't buy their products.
• Gen Z cares more about emotions and connections than just brand aesthetics and pricing, so brands need to engage with them on a deeper level.

[03] How can brands effectively market to Generation Z?

• Gen Z is driven by emotions, so brands need to focus on making them feel seen, encouraged, powerful, and connected.
• Billie uses memes, copy, and emails to continuously reinforce their message of support and community, even if the customer isn't ready to purchase.
• Brands need to go beyond just identifying their ideal customer and ask "Why am I to my ideal customer?" as their position and stance will make an impact.