Generation Z, the generation after Millennials and whose oldest members are just graduating from university, have grown up alert to a looming climate crisis, two recessions and global strife. Their instant access to information means that businesses can no longer sweep ugly brand information under the rug. With social tools enabling Generation Z to analyze not only the products and services, but also the morals and global efforts of a brand, the scrutiny of this generation can be hard to beat.
If you’re invested in attracting Generation Z – and if you’re planning on having your company live longer than five years – here’s what you need to keep in mind to continue having a healthy online brand reputation:
They’ll Hear About You And Spread The Word
You think social media is your ally? You merely adopted the social media. Generation Z was born into it, molded by it. They didn’t read print publications until they were forced to in school, and by then, they seemed like wastes of natural resources.
These wise words, spoken by the marketing genius known as Bane, are truer than many would give them credit for. As the first generation that has no memory of a world without internet, it’s important to keep in mind that to them, information has always been instantly accessible. There is no contemplating whether or not something should be looked up or researched – they already have 5 minutes ago.
To add to this instant access, also keep in mind that messaging apps and online communities like Reddit grant them instant access to anyone across the globe. With fifty-seven percent researching products before making a purchase, they’re more likely to receive adverse information from friends. Coupled with round the clock internet connection, it’s not a question of “if” they will detect any gaffes associated with your name, it’s just a matter of when.
Before they blow the whistle on your brand, find them at their online hangouts and do some damage control. Facebook, Youtube, Twitter, Instagram, and SnapChat are just a few the platforms they can access and use to share the word with friends about controversial topics.
Authenticity is Key To Building Their Trust
Don’t make the mistake of thinking that this social media savvy generation won’t be able to see right through you. Generation Z walked out of the womb with social media at their fingertips and social media hyper-connectivity. If they haven’t already found something to judge about you, give them a second.
Control the conversation about any unflattering information by getting to your audience on social media before they get to you. Admit your faults, make genuine apologies and be transparent about efforts to be better in future. Remember mistakes can have a longstanding impact on consumer perception of your brand. This meme fluent generation won’t be so forgiving. Monitor your brand to leverage insight into your brand’s public perception. It will help you to better understand parts of your consumers harboring negativity and help you when it’s time to engage them.
You’ll Have To Prove Yourself
This is a generation that witnessed the Occupy movement, real-estate bursts and war all from a car seat. They’re distrusting of big brands, worried about the future of society and eager to help. They’re not willing to budge for brands lacking similar agendas. With 80% more likely to buy products that make an impact they think of as social good, Gen Z’s bottom line for any brand is that they generate change. Your best bet for recovery with this generation starts with finding a global initiative you value.
Getting into their good graces means proving your brand’s investment in collaborative opportunities. Carry out campaign initiatives that display your effort to make the world a better place without appearing self-centered. Prove that buying your product is funding a better world. Start by putting your concerns for the almighty dollar second. Make it known that your social or environmental efforts are the first priority. But be genuine and honest – ten to one, this generation will sniff you out if they detect it’s just a marketing ploy.
The biggest takeaway? Generation Z demands not only that you serve them well as a seller, but that you are staffed and managed by genuinely good, caring, socially conscious people.