Generation Z, mental health and brand positioning strategies

Generation Z, mental health and brand positioning strategies

Generation Z faces high levels of stress and expects brands to engage with their emotional needs in a sincere way. According to data from the research by Mind Share Partners, Qualtrics and SAP, 75% of people born between 1996 and 2010 have already quit their jobs for issues involving their mental health, such as depression and Burnout. It is a complicated scenario for brands to manage. The overexposure and excessive polarization of Millennials give way to reflection and liveliness. The youth of Generation Z is authentic and spontaneous. They expose their weaknesses, explicit intimacy and value transparency.

In general, they are more reflective and sensitive than the previous generation. That is why rates of depression, self-harm and suicide among Gen Z have alarming numbers, according to a study published by the Journal of Adolescent Health. The shift in generational attention to mental health presents a challenge for brands. Companies need to positively engage Generation Z through brand positioning and communication strategy, rather than simply influence them. But how to do so?

Build a trusting relationship with Generation Z consumers

  1. Give priority to social networks
    Gen Z is the first digital native generation, they were born connected. Therefore, it is in social networks that brands will manage to talk with this audience. But it is not in any social media that companies will find them. For instance, Facebook and Twitter are millennials’ territory. Gen Z prefer Instagram, TikTok and YouTube. Yet, in order to create a successful strategy, brands need to use social networks in an authentic and transparent way.
  2. Support a cause
    According to data from National Retail Federation of the United States, 55% of Generation Z choose to consume brands that are eco-friendly and socially responsible. But, as mentioned before, transparency is essential. Brands must be genuine in adopting causes and practicing what they stand for.
  3. Invest in new communication formats
    Time to rethink traditional communication. Use creativity to invest in original content and different ways to spread it. Videos, GIFs, emojis, photos and memes are some of Generation Z’s favorite manners to communicate. Social networks are very suitable for these types of content. It is not always necessary writing to communicate with your audience, especially with they were born in 2000s.
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