Consultancy Firm IF7, Led by Two Ex-ViacomCBS Executives, Aims to Assist Clients in Connecting with Generation Z
In the ever-evolving world of branding, connecting with Generation Z has proven to be a challenge for many companies. However, Harley Block and Michelle McAlear, renowned for their career focus on helping brands authentically reach this demographic, have provided valuable insights into this complex issue.
Harley Block, co-founder and CEO of IF7, emphasizes the importance of authenticity when attempting to connect with Gen Z. "Brands must avoid forceful connections and instead focus on authenticity," Block states. The methods, locations, and timing of these connections are critical, according to Block.
So, what does authentic connection with Generation Z look like? Based on common principles understood from their marketing and branding work with Gen Z audiences, authentic connection typically involves:
- Listening and respecting Gen Z’s values: This includes diversity, inclusivity, social responsibility, and transparency. Brands should take the time to understand and respect the values that are important to Gen Z, ensuring that their messaging aligns with these values.
- Engaging on platforms Gen Z uses organically: Brands should meet Gen Z where they are, on platforms like TikTok, Instagram, and emerging social media. The key is to use genuine, relatable content rather than overt advertising.
- Collaborating with influencers and creators who resonate authentically with Gen Z communities: Partnering with influencers and creators who genuinely resonate with Gen Z can help brands reach and engage this demographic more effectively.
- Communicating in an honest, unpolished tone: Gen Z prefers realness and vulnerability over over-produced messaging. Brands should aim to communicate in a way that mirrors these preferences.
- Co-creating with Gen Z consumers: Involving Gen Z consumers in product development, storytelling, and brand purpose can help foster a sense of community and ownership.
For more specific insights from Harley Block and Michelle McAlear, consult their direct publications, interviews, or presentations for their detailed perspectives.
It's important to note that Generation Z, considered the most powerful cohort, holds significant purchasing power and influence. Brands that can authentically connect with this demographic will undoubtedly reap the rewards.
In the realm of branding, technology-driven platforms like TikTok, Instagram, and emerging social media are crucial for connecting authentically with Generation Z. To maintain this connection, it's essential to engage with real, relatable content rather than traditional advertising strategies.
Additionally, technology plays a vital role in co-creating with Gen Z consumers, as brands can involve them in product development, storytelling, and brand purpose through digital means. By doing so, brands can foster a sense of community and ownership among this influential demographic.
