The importance of selling a lifestyle to the Gen Z consumer
According to a recent report, products are just 25% of what a retailer sells while the remaining 75% is the lifestyle and feeling that comes with it.
And when it comes to the socially aware and connected Gen Z, it’s more important than ever. So how can brands work harder at captivating this younger generation of consumers and create an experience and community that they’re proud to be part of?
Build a sense of community
Gen Z are increasingly looking for ways to access and exchange products and services online, so the e-commerce experience should be entertaining and community driven. Re-seller website DePop does this through Instagram-style profiles for sellers that customers can follow and rate, and those with particularly strong followings are able to create deeper connections through limited-edition pieces, inspirational mood-boards and direct messaging services. This gives them instant interaction with sellers.
Popular e-commerce brand and Clearpay retailer, Nasty Gal also works to engage and create with its community through an ambassador programme. Whether a student or Instagram junkie, anyone can apply to become a Nasty Gal ambassador, regardless of the size of their following. In return, customers receive exclusive promos, invites to events and the opportunity to earn commission: a tactic that appeals directly to Gen Z’s entrepreneurial and social spirit.
Create an emotional connection
According to a recent Future Labs report, Gen Z want to collect experiences rather than products and ‘feeling’ is key to how they shop. They also aren’t afraid to talk about their feelings and are comfortable sharing their thoughts online in order to contribute to larger conversations with their peers, brands and the internet at large.
Brands can encourage conversation by creating content rich in value that educates and empowers their customers such as interviews with inspirational people (including your own brand ambassadors) and lifestyle articles that don’t actively sell but serve to inspire. Creating platform-specific content for Instagram, YouTube and Snapchat is also essential for engaging with Gen Z. According to Forbes, nearly 90% of Gen Z-ers use Snapchat or Instagram at least once a day, and watch around three hours of YouTube videos.
Urban Outfitters is a great source of inspiration for Gen Z-centric content. Its e-commerce website, for example, includes a section named UO Culture in which customers can access content such as videos to guided meditations and tips on growing avocado plants, in addition to resources and links to help support the Black Lives Matter campaign. Over on Instagram, recent posts include playlists compiled by influential black artists telling stories about black culture and experience, and toolkits to navigate the 2020 elections in America.
Drive engagement with micro-influencers
While Millennials loved the picture-perfect Instagram aesthetic, research shows that Gen Z favour the unfiltered and authentic – especially when it comes to the social content created by brands. This also applies to the type of people used to influence and advertise products, and 67% of Gen Z say that they prefer to see real people from diverse backgrounds over glossy depictions of unobtainable lifestyles.
This change in trend has led to many brands choosing micro-influencers (defined as those with followings between 1,000 and 100,000) over celebrities and big-name influencers to drive engagement. In terms of influencer strategy, recent data shows that micro-influencers get more engagement, more clicks, and lower ROI.
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