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For the same reason 99% of companies are tripping over themselves to implement AI buzzwords into everything, and NFTs/crypto 2-3 years ago.
Marketers are way more interested in seeming trendy and hip. They tend to lag behind (or ignore) reality by a decent margin.
Nothing matters, we’re overstimulated, and the world is going to hell in a hand basket, so why bother saving money? Here, buy a chocolate bar.
Brand loyalty is a thing. Nike vs Adidas, Mac vs Windows, Pepsi vs Coke. If they get someone while they are young and make core memories, in theory they will continue to buy as they get older and have more money for the rest of their lives. Same reason millenials where targeted a few years back.
Rising Star
https://www.slideshare.net/IvanChernopyatko/how-tofailgoldendrum2121107051648phpapp01
We’re the reason they’re broke.
Shiny new object for marketers + cultural influence
Thanks for all these insights! They make sense. Just thought it was worth adding that a business dev friend of mine recently told me that Gen Zs don't have the wealth to buy a house. That's why they spend more on achievable assets, products, trips, experiences, etc. This was another possible reason why I thought brands marketed to Gen Zs. Can anyone confirm?
That’s conflating two things. They don’t have the wealth to buy a new house bc housing costs have skyrocketed at a different rate than salaries. And they have other costs like huge student loans. One day on TikTok or instagram and you will see dozens of stories with this broken down. Gen z spending on experiences and other things is a reason we market to them. And why products and services have evolved. They are as broke as many other generations. Get to X and change housing to medical, etc. but many also have money, and no kids and no mortgage. We have plenty of brands that do well in this world for this generation.
TLDR: a house doesn’t equal wealth or success anymore.
Rising Star
Broke people have credits cards
Because they won’t always be broke (maybe)
Rising Star
If they don’t, Gen Z will cancel culture them.
Gen Z is looked over because they’re a smaller demographic. When GenZ is right behind you and twice as big one tends to fish where the most fish are.
* I’m drunk
gen z was previously the baby generation, then the teenagers and now adults. so clients and point of contacts for clients who may not realize that gen alpha are the kids now, technically, will refer to gen z as the main sales audience. gotta start ‘em young right? gotta have that lifelong customer loyalty.
Chief
The children are our future
build brand loyalty now and when they do have more money they may remember you and keep buying your product
The real reason is because they will talk about it on social media
They dumber consumers
Wait, why are they dumb?
Pro
Optics & relevance.
No generation buys Prada or LV bags faster.
Get the point?
Because they will grow and it’s better to have them on your side from earlier
Pro
Younger people spend most of their money and there is long term value winning over someone when they are young and more apt to try new things.
Very thoughtful rga1
If you can be the acknowledged leader in a given genre, even if that genre is small than the rest, aren’t you in position to control that segment? I’d rather have consistent work in a smaller niche than be generalist everywhere else, and in today’s marketplace companies are looking at at market niche leaders first, and everyone else later.