By Hannah Yang
Youth-oriented brands are an increasingly common fixture in business today. After all, youth creatives and youth influencers (age 13-19) will eventually become the largest group of consumers.
Youth Influencers are taking over And although currently not the largest, young people have a massive influence on the market. Brands align themselves with younger consumers using a multitude of methods. Many use public figures and celebrities to draw younger crowds to an older establishment.
Brands on Generation Z advertising Take Calvin Klein’s ever-expanding use of celebrities in their underwear collection as an example, or Givenchy’s campaign starring Ariana Grande. Others use messaging that youth are more likely to appreciate—teen slang and memes, or ideas about issues like climate change and feminism.
Generation Z Social Media tools Social media is also a big factor for youth-oriented brands. A carefully curated social media that’s unique enough and cool enough can attract lots of younger people. Brand-specific Snapchat filters, brand-sponsored teen YouTube videos, and #sponsored Instagram posts. With the recent shift toward social media shopping, young people are faced with brands and choices everywhere. Some brands are able to build a loyal young following. In some of the best cases, Generation Z influencers are involved in the business—-trying products, creating campaigns, and advertising the brands themselves.
Why it’s important to conduct Gen Z Research and insights Successful youth-oriented brands and campaigns need to be familiar with the language and general attitude of their crowd. There is as much diversity in the youth market as there is in the adult market. For a young person like myself, it’s easy to identify and categorize what might appeal to different groups of youths. Niche and nuanced Gen Z advertising by brands is fun for consumers, especially younger ones who want to be seen by the bigger world. Creative marketing catches younger people’s eyes—genuinely funny Gen Z ads, memes, and a natural understanding of youth language. As a consumer, I’m most excited by brands that genuinely attempt to connect with the youth, especially those that employ the help of fellow Gen Z creatives or people I (and many others my age) admire. Nike’s campaign shot by Lauren Tepfer, for example. Or Tyler The Creator’s collaboration with Converse. Donald Glover and Adidas, or Adidas and Stormzy. Millie Bobbie Brown’s line of LGBTQ+ Converse sneakers. Glossier, advertised by so many actual Gen Z influencers.
While most youths don’t have a steady income, they still influence the market. They participate in and start trends. They have buying power through their parents. They identify with certain brands and objects—like exclusive shoes or trendy belts—that can help them gain status in the school halls. They’re in the process of developing their future tastes, likes, and dislikes, and what they buy makes up a part of who they are.
Brands that pay attention to youths are tapping into a group that’s growing larger and more powerful—a group that’s increasingly important to listen to.
If your business is looking to tap into a Gen Z audience, our Generation Z advertising agency in Los Angeles can help.
If your business is looking to advertise to a Gen Z audience, contact our Generation Z advertising agency in Los Angeles today so our team can help!