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<ul><li>Generation Z, which includes people born between 1997-2012, is not just digital savvy, they are digital natives who are immersed in social media. </li><li>They are a tweet away, catching up on the news developments and dance trends on Instagram, with an attention span of a gnat, wanting to see real content and calling out fake news.</li><li><keyword id="10474161" type="General" weightage="20" keywordseo="shreyas-hegde" source="Orion">Shreyas Hegde</keyword>, CEO and Co-Founder of <keyword id="10474160" type="General" weightage="20" keywordseo="viral-fission" source="Orion">Viral Fission</keyword> writes about changing rules of marketing, led by <keyword id="4550079" type="General" weightage="100" keywordseo="genz" source="Orion">GenZ</keyword> audience.</li></ul>It has been established that GenZ is agile, dynamic and ambitious. With every generational shift, there comes a change in preferences and demand. So how do marketers adapt to this and change their approach? Reach, engage and involve While marketers have decoded the secret to speaking the GenZ lingo, they still lack understanding of the GenZ way. A brand can come with the most buzz-worthy campaign that will get you to the top of their SEO search but will not ascertain their loyalty to your brand. So how do you make these agile digital natives stay engaged? The brand messaging will bring the user to a brand but they engage only when they find relevance that piques their interest. If a user opens a sportswear brand page, they will engage if the brand is running a contest, hosting a giveaway or creating content that resonates with the individual. But for a Genz, loyalty to the brands they love doesn’t stop at just engaging with brand-generated content. It takes a step further into wanting to be actively involved, participate and say their opinions out loud! Involvement is a deeper factor of engagement, it plays an interactive role in brand engagement. For a generation that wants to be a part of decisions and make a change, this is how they are rewriting the rules of engagement. Peer to peer connect giving rise to communities GenZ believes in personalised connect, they rely on the words of their peers over the words of a celebrity endorser. The decisions of this generation are highly influenced by the reviews from their peers. This pattern has given rise to an era of community marketing. GenZ tends to associate itself with groups that cater to its niche. These communities have given rise to brand loyalists and turned them into brand advocates. The brand loyalists act as brand ambassadors and create content that caters to their respective communities. Being given a chance to co-create with the brands they love makes the GenZers feel like they are playing a vital role in contributing and not just acting as an audience. Involvement from ideation to completion According to a report by National Retail Federation (NRF), 44% of the GenZ audience showed high interest to be involved in the product right from the ideation stage. GenZ wants brands to value their opinions and in return take actions to create an impact. The more you involve them right from the onset the more impact you have on this community. They are not only inclined towards participating in presenting their opinion on the product but also want to be part of the process that goes into making the same. Thus, creating an impact right from the grassroots level. Engage in impactful conversations The digital natives are a purpose-driven generation, one that wants to engage and make an impact. This generation that is value-driven, wants to be associated where they can add credibility to themselves and the world around them. The scope of evolution in this landscape lies in giving a platform to these digital natives to speak and incorporate their nuances.

From engagement to involvement: Is Gen Z rewriting rules of brand engagement?

<ul><li>Viral Fission’s survey base consisted of around 10,000 + respondents pan India. From the age group between 17-24 yrs.</li><li>As per the report, Over 90% of Gen-Z believes and supports the LGBTQ community, wants to talk about mental health within their circle also on social media platforms and break the taboos made by the society and they prefer brands who contribute to the bigger cause of the society. </li></ul>The largest group of consumers today are Generation Z: True digital natives. According to a 2019 Bloomberg report, Gen Z made up for 32 percent of the global population, with India’s Gen Z population at 472 million. One of the major finding of the survey done by Viral Fission, a youth marketing platform says that over 75% of the Gen Z’s can be termed as a “brand loyal” generation as they stick with the brand of their choice for as long as possible and not look for an alternative unless absolutely necessary. Clearly indicating that brands needs to start focussing on communicating directly with the Gen Z’s and it needs to be on the top of their to do list! Students, Gen Z, youths, the future generation. Call them what you like, they are here and they have purchasing power. This self-reliant and socially aware generation is vastly different from the meandering millennials. Over 90% of Gen-Z believes and supports the LGBTQ community, wants to talk about mental health within their circle also on social media platforms and break the taboos made by the society and they prefer brands who contribute to the bigger cause of the society. The survey also highlights, Online gaming saw 26% rise during covid times, 71% of the Genz installed games which are multi players to stay connected with their circle. More than 50% of the youth had at least one gaming application installed during the lockdown phase. Health and online educational courses related app downloads have seen a drastic increase during the covid times, 54% of the youth have downloaded apps which are related to these sectors for the first time. So what do they want from a brand and what kind of relationship should they build with their youth marketing strategy, what better than the Gen Z's themselves helping the brand to create the targeted strategies. Viral Fission brings a platform that bridges the gap between India's energetic youth and the brands they love. They organised India’s one of the biggest community youth launch called ‘The Big Wave’ with which they on boarded 5000 young talents in the Viral Fission community. These talents who have been shortlisted through a regress selection process pan – India will now be working on tasks provided by Viral Fission and prove their mettle to win the most prized internship with their favourite brand. The launch also witnessed youth icons like Rannvijay Singha, Jordindians and Prateek Kuhad inspiring the youths of the country to follow their dreams while working on it harder every day. Shreyas Hegde, Co-founder, Viral Fission, said “We at Viral Fission strongly believe that the rapid pace of changing trends and behaviours will give rise to micro community led conversations which will not only give one a sense of the demand side but also predict the landscape of the upcoming workforce/skill sets/marketplaces and business models. 2021 will see a strong surge in community-driven conversations among the youth as marketing communication is heavily cluttered in both traditional media and digital social media channels.” Viral Fission offers a community-based youth network that co-creates unparalleled brand experiences. In this short span of 6 months they already have 6 aspirational brands under their roster. They have collaborated with some marquee brands like Jio Saavn, One Plus India, Vice India, Myntra, Mirror Now and Noise.

Gen-Z is increasingly opting for brands that support the LGBTQ community, talk about mental health and stand for a bigger cause: Report

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From engagement to involvement: Is Gen Z rewriting rules of brand engagement?

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Gen-Z is increasingly opting for brands that support the LGBTQ community, talk about mental health and stand for a bigger cause: Report

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