Marketing to Gen Z 101

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A promotional graphic for a digital guidebook titled 'Marketing to Gen Z.' The left side displays the book cover with the title, 'a digital guidebook,' and a word cloud of Gen Z slang terms like 'bestie,' 'cap,' 'sus,' 'glow-up,' and 'slay,' with 'malika haider.period' subtly placed within it. The top right features a banner stating 'MARKETING TO GEN Z 101.' Below, white text on a black background details 'Marketing to Gen Z: a digital guidebook (2023)' and 'A simple guide backed with original research on how to market to gen z consumers.' A red QR code is positioned below this text. The far right shows a headshot of Malika Haider, a woman wearing a blue hijab and red top, with her name 'MALIKA HAIDER' written below her photo.

Marketing to Gen Z 101

Malika Haider

A woman with brown eyes and a gentle smile is shown from the chest up against a light grey background. She wears a navy blue hijab with subtle dotted texture and tassels, secured with a small red pin, over a vibrant red top.

Biography

Malika Haider is graduating with a Honours Bachelors of Arts at Toronto Metropolitan with a major in Professional Communication and a minor in Politics. Born and raised in Brampton Ontario, Malika has always been interested in the field of design and communications. Post-graduation, Malika hopes to build her career in communications and grow as a person gaining new skills and experiences in a variety of workplaces and industries.

Research Summary

This research project investigates brands to find out what marketing strategies used by brands are effective in targeting generation z consumers. This research hopes to bridge the gap in marketing knowledge between big and small brands and provide strategies that businesses can implement to better market to generation z digitally. Google, Amazon, YouTube, and Netflix were analyzed through a critical case study and deductive content analysis. A value framework was developed which found that these four selected brands attracted generation z by appealing to their brand authenticity, product/service quality, and social consciousness values. Some strategies are provided and compiled in a guidebook aiming to help marketers in communicating with generation z. Further research is encouraged into this field.

Tags

Gen Z, Marketing, Branding

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