In this article, we had the opportunity to see an interesting report, which is a study from a survey by Instagram and WGSN that surveyed 1,000 social media users in the Gen Z age group to assess and test various things, including what users expect, need, and are interested in in 2023. We want to share it with brands and marketers to prepare for creating campaigns that resonate with the target audience and are most effective. If you’re ready, let’s take a look.
1. Gen Z – The Generation of Activists
One of the most striking things about the Gen Z group is their concern about social issues, whether it’s politics, human rights, justice, education, inequality, the environment, and others. In Thailand, you can see that people who can drive these issues often start from the Gen Z group.
It can be said that this group’s way of thinking has open-mindedness on many issues and is well aware of various problems. Therefore, it is natural for them to expect brands they are interested in to have consistent beliefs or perspectives. So, as brands or marketers who want to create campaigns that resonate with this group, you need to do your homework carefully regarding the issues that the brand wants to communicate. Sometimes, it may require caution in winning over the Gen Z group. Remember that a brand that can win the hearts of this group is not just a Good Brand but a Great Brand – one that has Generousness, Realness, Environment, Action, and Transparency.
2. “Money” is Important
We believe that if you talk to people in the Gen Z group saying, “Money can’t buy everything,” they would all respond the same way: “I don’t give a shit.” Because in 2023, money has become a more important factor than cool, fancy words from life coaches. According to the survey, this year, Gen Z is starting to find ways to earn small amounts of money on their own. 64% are planning to generate income from social media platforms, and one of the topics that this generation talks about the most is the knowledge related to finance. It is something that receives great interest.
3. Global Interests
The survey found that most American Gen Z prioritize racial diversity. According to Pew Research, this group’s interests focus on cultures or other stories of people of different ethnicities, not limited to only white people.
For example, more than half of those surveyed in the report choose to listen to music that is not in English but focus on K-pop and Latin music more. Or the topic of eating, where many people are interested in trying food in various countries that they see on social media.
4. Meeting and Socializing
Amidst living within four walls for the past two years, the Gen Z group wants to build their own communities more. For example, meeting new people and going to various events. As the survey found, 68% of the Gen Z group are considering or planning to attend music festivals or parties more in 2023.
Conclusion
How was it with the 4 trends that can be compared to in-depth insights into the Gen Z? You can see that the overall picture of the new consumer group in this age range is quite self-thinking, very willing to learn new things, research what they are curious about, and often want reliable proof. So, as brands and marketers, it may be time to start thinking about upgrading or developing content to reach this group more, both in terms of access channels and content development in every form.
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