The youth market is a critical demographic for brands, with an existing spending power of over $143 billion annually. As Gen Z grows into the workplace and wins more independence, this number will only increase. When it comes to marketing, however, Youth Trends suggest that traditional advertising simply doesn’t cut it.
Gen Z is generally sceptical of advertising and harder to reach through traditional channels. However, they have been bombarded with sales pitches from an early age and know how to tune out the noise. At This is Selfhood, we work with youth insights to learn how brands can engage this passionate and action-oriented demographic.
Here’s how you can access the youth market in 2022.
Purpose-Driven Marketing
65% ofGen Z will spend more on average for products that originate from a purpose-driven business. The most significant youth trend is that young people want brands to stand for more than products and sales. They want those businesses that have funding and resources to positively impact the world.
Maintaining a social media presence and engaging in purposeful marketing are two basic requirements for accessing the youth market. Brands like Red Bull or Nike’s social strategies are good examples of how this can be done successfully.
Authenticity is critical; you must find the purpose that already exists behind your brand and turn it into action.
Virtual Worlds
Gaming is growing exponentially, and the devices through which young people access these virtual worlds are changing. Virtual reality is becoming increasingly accessible. It could potentially present a massive market disruption in just a few years.
Many brands are already turning to gaming platforms to establish a foothold in this virtual space. This includes fashion retailers selling a virtual version of their outfits in Roblox, including Nike, Vans, Hyundai and Ralph Lauren.
Virtual worlds still hold a lot of untapped potentials. So make your mark on these uncharted lands now to get ahead.
Engage Through Audio
Youth insight suggests that audio entertainment is making a comeback. In the last decade, podcast consumption has tripled. Still, audio content is worth considering even without starting your own podcast. Retail radio is also expanding, with many brands creating immersive audio experiences in their stores. Innovations in this area are led by Apple and Cartier.
One reason why audio may be so popular amongst young people now is that recent years have driven a clear focus onto the visuals of social media. Especially during the Pandemic, the audience experience of these channels has become tiresome. Multisensory elements now have a better chance of engaging with young audiences and giving your brand that je-ne-sais-quoi.
Youth trends are constantly evolving. Stay on top of them by leaving the youth insight into a platform specifically designed to engage with and understand young audiences. This is Selfhood is an insights platform that facilitates open discussion with U-30 consumers. Get in touch with us to learn how we can help you access the youth market in the future.
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