Learn how to successfully create an integrated marketing strategy for Gen Z and how Nike's promotion of social causes has made them Gen Z's favourite brand
It's time for brands to start marketing to the next generation or risk becoming cheugy (new gen z slang meaning unfashionable) and missing out on millions of dollars in revenue. Gen Z represents 40% of the worlds consumers and have a buying power worth $150 billion worldwide influencing $600 in global spending.
Read on to learn three key steps to creating an integrated marketing strategy to access the Gen Z purchasing power.
Gen Z born from the mid 90s to early 2000s and are either just moving out of home, starting university or are still in high school living at home. This means one of their key motivations is education. Growing up after the recession of 2007-2009 and in the technological age Gen Z's are focussed on financially viable courses based in STEM ( Science, Tech, Engineering or Maths) . Gen Z may be the last generation with the power to make an impact on global climate change which is why this social cause scares them more than anything else and also impacts their purchasing behaviour.
Traditional media channels are out, Gen Z relies heavily on the internet for communication, education and shopping. The top social media platforms for Gen Z are Instagram, YouTube and TikTok. Social media commerce is impacting Gen Z's purchases with the hashtag #amazonfinds on TikTok reaching almost 7 billion views.
Gen Z's are less likely to be loyal to a brand and will happily boycott a brand that doesn't adhere to the causes they believe in. Which is why brands must have a common look and message that is reiterated over all the platforms that a brand uses.
How Nike became the top brand for Gen Z
21% of Gen Z's in the US say that Nike is their best-loved brand which is the highest percentage in the country . Nike has tapped into the Gen Z market through their promotion of social causes across all key Gen Z used platforms. Nike's 'Move to Zero' is an environmental strategy that is focussed on creating zero waste and zero carbon, a cause that Gen Z is passionate about and is promoted on the Nike Website, Nike's 'Move to Zero' Instagram page and Nike's YouTube channel.
Although I hadn't heard of this sustainability program it is a great way to appeal to the Gen Z demographic I do have some scepticism about the program as to the true intentions behind it. Nike's number one selling shoe is the Nike Air Jordan and from what I can visually see in comparing the two shoes there doesn't seem to be a whole lot of recycled material being used but of course, who could know. It's also interesting that they only have one sustainable shoe on offer to consumers as opposed to one of their competitors Adidas which has a few more sustainable shoes on offer. Don't get me wrong it is good they are doing something yet, …
Hi Liv
I saw a great article by Sierra Soleimani, 2015 who also harmonises customer data insights adding that “...Nike sought to influence, not control”. This position was well-defined when Nike put traditional marketing tactics on hold by asking for feedback on their vision direct to their millennial audience.
Check out my blog “A Cultural Moment” which also touches on honest and authentic voices across a broad range of media.
😁
Hi,
Thanks for your comment :)
Other than the environment it seems Gen Z are a practical generation and are also focussed on health care and higher education.
Cheers,
Liv
Hi Liv, This was a great read!
I particularly like your use of subheadings that are functional as well as interesting, and you've done a good job of utilising citations and media. I was really surprised to learn that Nike is the favourite brand of Gen Z - though it does make sense after reading about their commitment to the environment and sustainability. - Sanam
Hi Liv, thank you for posting your blog on integrated marketing strategy. I liked your punchy headline. I particularly liked your first paragraph as it made it clear what I was going to learn and the use of Nike as example to aid in my comprehension of the topic. the use of subheadings to simplify the process , made it an enjoyable and easy to read blog. you made an interesting point that Gen Z are not likely to be brand loyal unless it is associated to their beliefs, thus brands are now linked to bigger social causes. thanks for this enlightening insight Liv. which beliefs do you think Gen Z's are more likely to be aligned? Theresa