Young consumers born between 1995 and 2010 have grown up in a digital world, and have different perspectives than older generations.
Though millennials make up a significant portion of target marketers, their importance will diminish in the coming years. Designing brand strategies that cater to Generation Z – the workforce and decision-makers of tomorrow – can help businesses better position themselves for the future.
Reaching a diverse group can be challenging for marketers, but it also opens up opportunities to reach different audience segments through personalisation. Marketers should further consider local cultures, languages, social norms and online consumer behaviours before creating campaigns to target diverse audience groups in emerging markets.
With brands increasingly expected to maintain ethical business practices, they need to be factor those in their business strategies. They should also use resources responsibly and align their brand with customer values.
[8 minute read]