Note to marketers targeting Gen Z: You’re doing it wrong.
So says a new report from Citizen Relations, which teamed up with consumer research firm Global Web Index (GWI) to analyze a set of aggregated, existing data on Gen Z behaviours.
The research found that Gen Z is not a homogenous demo but rather a collection of distinct, sometimes contradictory, cohorts with significant variation in their career ambitions, risk tolerance, approach to finances and adoption of technology.
“Brands keep missing the mark because they’re treating 68 million people as if they all want the same thing,” the report says, adding that campaign strategies might be built on outdated assumptions about this generation.
The Gen Z Collective segments those 68 million people into five distinct personas, and is intended as a framework for brands “to stop chasing a generation and start speaking to cohorts.“
Here’s a breakdown of the five personas:
Status Architects
This ambitious and trend-savvy cohort is into wellness and premium products. More than half (53%) thoroughly research a product online before clicking “buy” – but it’s not designer purses they want, it’s luxury groceries like Olipop and Liquid Death. They are career-focused (71%) and appearance-conscious (66%). They prefer coffee parties and wellness clubs to nightlife.
Brands that want to speak to them need to look at who is leading the charge in a category and follow their lead or even partner with them.
Beta Testers
This is a cohort of confident early adopters – the ones at the front of the line for a new gadget or brand launch. They think of themselves as opinion leaders (44%), like to take risks (70%) and embrace AI (54%).
Brands have to show that they “get” them by personalizing and customizing their online experience. A Beta Tester will become an unofficial ambassador for a brand that can win them over.
Value Vigilantes
These practical, careful consumers are not easily influenced. They demand transparency and accountability, and want evidence-based brand promises. They protect their personal information and prefer to connect with brands IRL, with just 25% saying they find inspiration on social media.
Because they value financial security – 77% say they spend cautiously – they are partial to loyalty and rewards programs that help them maximize their savings.
Brands can reach this demo by putting a focus on community and real connection.
Anxious Avoiders
This cohort seeks comfort. That means family, routines and traditions. They are a skeptical lot, with 66% saying they are anxiety-prone, while 48% worry they spend too much time on social media. That’s why they are much more passive consumers of content and seek anonymity online.
They prefer staycations, DIY home improvements and slow living, opting for family life over city life.
Brands can speak to this cohort by reaching into their comfort zone, emphasizing a slower pace and simplicity.
Risk Junkies
These thrill-seeking types crave novelty and gravitate to odd trends. They are more likely to invest in crypto than RRSPs – with 47% saying they are confident with fintech. They value personal growth and rally around products and causes more than any other group. Just 17% discover brands on social media, preferring to hang out in niche communities where they feel free to express themselves.
To reach them, brands need to make them feel a part of the inner circle, with exclusive access, unexpected collaborations or opportunities to inform or collaborate with brands directly.
Citizen Relations is a PR, digital and experiential agency headquartered in Toronto, with offices in Montreal, Quebec City and Vancouver as well as in London, Berlin and the U.S.
