One of the biggest challenges for B2B brands is adapting to the values and behaviors of the so-called generation Z. Marked by authenticity, social responsibility and genuine connections, this generation is changing the consumer landscape, redefining the workplace and even purchasing decisions in companies.
With their growing power of influence, understanding and aligning with the values of Generation Z is not just a matter of relevance. It’s a strategic necessity for long-term success in digital marketing.
Generation Z – people born between 1997 and 2012 – represents the first generation to grow up immersed in the digital world. People from this generation are characterized by an innate familiarity with technology, an appreciation of diversity and an acute awareness of social and environmental issues.
The #zoomers, as they have been dubbed, seek authenticity and transparency in brands and organizations, as well as in their communication. They tend to be adaptable, aware of digital privacy and prone to quick and efficient interactions. They favor communication through visual media and social networks.
Generation Z brings new thinking to branding. As well as building value and increasing awareness, the brand also needs to establish an emotional connection with an audience that prioritizes authenticity and social responsibility.
An analysis of the past and what the future might hold shows that the last decade has been marked by a focus on performance and lead acquisition, often neglecting brand development.
Another trend has been the failure of attempts to create communities and make effective use of influencers, along with a lack of variety in content, with text being the basis of communication, with little innovation in formats and creativity.
One-way communications predominated, to the detriment of more engaging interactions and there was an excess of institutional communication, but with communication strategies often too focused on products and services, with little attention to the company’s culture and values.
In this imperative need for B2B companies to adapt to generation Z, there are points that are essential.
First and foremost, it is essential that branding is closely linked to business objectives, with a focus on sustainable growth and building a strong brand. At the same time, the brand must be a conversion and retention tool, and building an emotional connection during the customer journey is a key factor.
Creativity combined with well-structured processes is vital for boosting marketing results, as is valuing internal influencers, such as the company’s founders or managers, who strengthen the brand’s authority.
Establishing your own channels, such as podcasts and newsletters, is an efficient strategy for attracting customers and building tought leadership. But you have to build a relationship beyond outreach. Face-to-face events and immersive experiences are essential for establishing a deeper relationship with the brand.
In this new era led by zommers, adapting to their expectations, especially in terms of social responsibility and authentic communication, is crucial. An era in which branding is perceived and valued differently and in which this generation not only influences trends, but also defines how brands should communicate and connect with their audience.
For those responsible for marketing in organizations, it is essential to understand the change and adapt strategies to ensure that their brands not only survive, but thrive in this new environment.
These strategies have already been studied, developed and implemented by agencies such as SayU Consulting, which specializes in B2B and is able to target Generation Z with purpose and added value.