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What’s driving the youth demographic to connect with brands? UNiDAYS’ Derek Morrison has the answers
Gen Z is the first generation to grow up having never lived without the internet or smartphones, which has profoundly influenced their expectations and behaviour.
They’re digital natives, so spend a significant amount of time online within carefully crafted virtual communities that shape, and are shaped by, their unique identities.
Yet, as the latest Student Insights Report from UNiDAYS reveals, despite their digital prowess, Gen Z also places significant value on in-real-life (IRL) experiences. However, what truly sets them apart from previous generations is their demand for a seamless omnichannel journey.
Blending virtual and IRL experiences
Gen Z’s lifestyle is a unique blend of digital and physical experiences. They work, study, relax and socialise by seamlessly integrating the two worlds. For instance, they meticulously research products online but prefer to make in-store purchases to ensure they get exactly what they want.
Gen Z consistently seeks out opportunities for meaningful connections. They appreciate brands that support, enable and inspire them to be their best selves by meeting them where they are and helping them achieve their goals, both online and off.
Omnichannel expectations
From the stress of exams to summer holiday highs, nerve-wracking results days and graduation celebrations, Gen Z’s lives are a constant stream of highs and lows. To fully enjoy key moments like back-to-campus and holiday gift-giving, they want frictionless omnichannel experiences. In fact, more than half like to split buying festive goodies between in-store and online versus only four in 10 millennials, Gen X and baby boomers.
It shows they don’t see a distinction between online and offline; instead, they expect cohesiveness and integration, so consistency is crucial. This means brands must provide the same level and quality of service across, in-store, websites, mobile apps, social and marketplaces – it’s one way for brands to help students get the treats they deserve.
Building brand loyalty
Gen Z’s approach to brand loyalty is a particularly intriguing aspect of their consumer behaviour. Unlike older generations, who often stick with a brand out of habit or tradition, Gen Z is more pragmatic and discerning.
They are constantly on the lookout for the best deals and are open to switching brands if they find a better offer. This underscores the importance for brands to earn their trust and consistently deliver exceptional experiences.
When it comes to building relationships with Gen Z, brands need to meet and support them as they navigate their many challenges and big moments like first dates, team tryouts or freshers week. As we see during campaigns, such as back-to-campus, reward strategies play a vital role in building trust and relevance.
As our research consistently shows, if you give them a helping hand with incentives, including discounts, exclusive offers and personalised recommendations, you’ll be first in mind and keep Gen Z coming back time and time again, now and in the future.
As the Gen Z experts, UNiDAYS understands students’ key moments, like back-to-campus, and knows what it takes to connect brands with students through their passions.
- For more information, you can download our Student Insights Report
Derek Morrison is managing director of retail marketplace at UNiDAYS.
