Gen Z Brand Strategy Customer Loyalty

Gen Z is the most fickle generation ever, per new Pinterest research


By Webb Wright, NY Reporter

January 5, 2022 | 4 min read

Gen Z are a tricky bunch to convert into loyal consumers, but the effort is well worth it, according to new research from Pinterest.


Gen Zers are willing to take different paths to brand loyalty

In fact, it claims that brands who connect with Zoomers (consumers born between 1997 and 2012), will see 14 times the revenue growth opportunities compared to other generations.

Since generation Z is slated to soon become the largest subset of the consumer population – they will pass Millennials as the biggest consumer base in 2026 – the major implication of the data is clear: brands must either learn to effectively engage with gen Z, or risk being left behind in the dust of their competitors.

So, what do brands need to do? Zoomers, being “the first true digital natives” — in other words, the first generation to be born entirely after the birth of the internet — demonstrate some consumer habits that are dramatically different from those of previous generations.

One of the key findings in the Pinterest data was that Zoomers tend to be attracted to originality and authenticity far more than older consumers. “Gen Z is the most individualistic and expressive generation we‘ve seen yet,” Pinterest researcher Alvin L said in a blog post released today.

“They’re constantly craving new experiences to cultivate their own individuality. And for those reasons, they’re more motivated to buy and consume new products, to discover and express who they are and how they want to show up in society.”

This is perhaps not all that surprising when you consider the fact that Gen Z has largely been raised on social media, where an individual’s ability to stand out from the crowd is often encouraged and rewarded. But it also, the report claims, has major implications for brands who are striving to improve their relationship with Gen Z consumers.

For example, the report says that brands can leverage Zoomers’ predilection towards individuality through proper messaging: “Gen Zers use products to help express their identity,” the report says.

“You’ll earn points if you use your ad copy and creative to show them how your new product can help them leave their mark.”

Gen Z also appears to be much more attracted to novelty than their predecessors; the report found that Zoomers are 20% more likely to try new products than previous generations. This means while loyalty may be harder to maintain, newer brands will have far greater opportunity with this fickle crowd.

All of this means, that brands now have a potentially hugely valuable opportunity to connect and build relationships with this ascendant generation — provided, that is, that they can get the messaging right, and that they can manage to stand out in an authentic way.

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