DOES GEN Z WANT TO COLLABORATE WITH OR INFLUENCE YOUR BRAND?
It is my opinion that when Gen Z says they want to Collaborate with your Brand what they are really saying is they want to exert their Influence.
GEN Z WANTS TO BE IMMERSED IN YOUR BRAND
Collaboration with your Brand doesn't seem lined up to Gen Z's intentions. And yet I hear it over and over. Gen Z reveres Influencers. And not so secretly, they all want to be Influencers over the products they have control over purchasing. Mature and thoughtful, Gen Z is not prone to rash decisions. All is thought out and planned. When it comes to your Brand, if they like you, they expect to exert influence and they expect you to be glad they came a calling.
HOW GEN Z VIEWS GETTING INVOLVED WITH YOUR BRAND
Tom Ryan of Retail Wire recently referenced a global survey from the IBM Institute for Business Value and the National Retail Federation. 15,600 of Gen Z responded to the survey between the ages of 13 and 21.
44% of Gen Z would like to submit ideas for product design
43% would participate in a product reviews
42% would participate in online game for a campaign
36% would create digital content for a brand
38% would attend an event supported by a brand
60% felt it is important for brands to value their opinion
55% want to have control over what information to share
54% want to have control over how brands contact them
BE AWARE
If you like the idea of "Collaborating" with Gen Z be prepared. You will not be able to give them lip service. You will not get away with pretending you hear them and will make changes ... only to go back to your original plan. Be aware that before purchasing your product, they Researched Your Brand and found your company to be a good fit for their social ideals.
BE THE FACE OF A CAUSE
Gen Z is socially responsible to the nth degree. Ask any one of them which cause they are interested in and the answer just rolls off their tongue because they have already become involved. Social responsibility is not a buzz word to Gen Z. It is a mission and a mandate in their life. They are not daunted by the scope of their personal vision because it is part of who they are. They take it for granted that they will be making a contribution to the outcome of their cause. Get involved with the causes they clamor for and they will spread the word about your Brand.
Author: Joe Rivard, President, N Compass Media. "If your Brand want to align themselves with a cause, either local or national, contact me. N Compass Media offers many creative opportunities to promote your Brand to Gen Z on their college campus. Take advantage of my complimentary 30 minute consultation where you can discuss the best way to get Gen Z to notice your Brand on their college campus."