Want to Reach Generation Z? Be Genuine!

I am eighteen years old, meaning that I am a member of Generation Z. Gen Z, by most definitions, is the generation born between the mid-90s and the mid-2000s. There are many notable characteristics of my generation: our tech-savviness, our diversity, our frugality. These characteristics are all important for advertisers to pay attention to. It is difficult, for example, to win the respect of a teenager if your company’s website hasn’t been updated since 2008.

From my perspective, the most important thing an advertiser can focus on is honesty. Generation Z doesn’t want flashy, “in-your-face” advertising, and we don’t want to be played to.

When advertisers try to appeal to us in misleading ways, we can see right through it. Pepsi learned this the hard way last year, when they created an advertisement meant to appeal to Gen Z and Millennials. The commercial featured model Kendall Jenner, who posed for a photo shoot while watching and eventually joining a protest. Pepsi tried to link their soda with modern protest movements, but the connection was weak. The ad was criticized for being tone-deaf, and was parodied throughout the week following its release.

So what went wrong? The ad was based on a connection that didn’t exist, and as a result it didn’t feel genuine. Members of Generation Z are media savvy and have strong “B.S.” detectors. We can see straight through ads like this, as we know when we are being played to.

Instead of trying to convince Gen Z that your product is something other than what it is, it is best to be genuine. Telling stories in your advertisements is a good way to do this. Think of the “Amazing Things” campaign of New York Presbyterian Hospital- the commercials in which patients tell stories about their experiences with the hospital. These ads are simple and touching. They establish trust between the audience and the hospital. In this ad, a woman talks about the positive effect that a surgery at the hospital had on her life.

While not everyone has experienced these exact situations, they are relatable examples of the stressful situations that women face. Secret wasn’t trying to say that their deodorant had magical powers, or could bring world peace, but instead that it could help women to feel confident in stressful, sweaty situations, as any good deodorant should. Because stories like this are real and relatable, they are effective in ads for younger generations.

Ads like these are engaging and straight to the point- this is what makes them effective. You don’t need to “B.S.” when you can be real.

Lauren Tannenbaum is an intern and contributing writer for Creative Minds Media Group.

A modern premium full service digital agency located in New York City. An end-to-end solution working with Series A-D startups and larger companies.

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