CPG companies are trend setters, frequently leading the pack in adapting marketing strategies to appeal to the newest generation of young, affluent consumers.
Millennials may have dominated the market for a while, but a new generation (Generation Z) is now taking over the marketing mainstream. They make up 40% of the population and have a purchasing power of up to $143 billion.
Let us investigate how CPG brands can influence this new generation of customers.
- BE ORIGINAL
In the CPG industry, it is clear that Gen Zers value authenticity more than millennials. They are eager to criticize corporations, politicians, and even colleagues for their hypocritical actions and double-talk.
While we are willing to admit that Gen Z is a vocal generation, package designers must keep another important aspect of this market in mind: many Gen Zers are image-conscious.
- THINK ABOUT HOW THEY HAVE GROWN UP IN THE DIGITAL AGE.
Gen Z is well-versed in digital matters, having been born and raised in the digital age. Many Gen Z entrepreneurs can establish their brands on social media while working other side jobs, giving them more control over their lives than previous generations.
This market, which grew up with the internet, understands how businesses create and market their own brands. Create social media accounts and learn what kinds of messages resonate with this generation.
Environmental awareness
Generation Z has clearly demonstrated an interest in the environment and environmentally sustainable practices. This generation is more concerned about climate change than previous generations.
Who knows what the world will look like in thirty or forty years? Because this market will be dealing with long-term climate consequences for years, it is critical to interact with them on their level and demonstrate a commitment to protecting their futures.
Market diversification
We have never seen a more culturally and ethnically diverse market than Generation Z. CPG companies will need to think differently in order to effectively reach their customers.
A one-size-fits-all strategy will not work; companies must conduct extensive research to identify their target market and the preferences of that group. As businesses experiment with packaging techniques that defy “best practices” and use multicultural branding to appeal to a broader range of consumers, we can expect to see a greater diversity of viewpoints at the design level.
Transparency in design
Gen Z has seen a lot of advertisements thanks to the internet. As a result, they can easily cut through the clutter and identify the critical marketing components that appeal to them.
Consider how your brand’s packaging can contribute to this concept. Your messaging should be simple, cutting through the hype and sticking to the facts.
WHERE ARE THEY NOW?
Gen Z is more marketing-savvy than previous generations because they are exposed to a wide range of online media, commercials, and corporate branding. As a result, they will be skeptical of corporate entities’ platitudes and will demand actual proof of brand statements that seek to appeal to them.
Surprisingly, Generation Z enjoys fantasy. They frequently desire beauty, but are content to live with a lack of authenticity. This means that brands must develop strategic custom packaging that appeals to and complements the Gen Z lifestyle.
