iHeart Radio’s Exclusive with Sarah Weise on Consumer Behavior

1. The Digital Natives: Gen Z, widely referred to as the “digital natives” generation, was born between the middle of the 1990s and the beginning of the 2010s. They have never lived in a world without social networking sites, cell phones, or instant access to knowledge. That means that having an online presence is now essential for businesses rather than just a choice. According to Sarah, brands need to reach Generation Z where they are, whether that’s through interesting content for social networks, excellent smartphone experiences, or digital platforms that are interactive.
2. Authenticity Is Important: Unlike earlier generations, Generation Z is looking for reliability in every aspect of their lives, including their relationships with brands. They can recognize deceit immediately and will not hesitate to face it. Sarah emphasized the importance of sincere brand narratives and open lines of communication. Genuine companies as well as those in line with Gen Z values have a far greater probability of gaining their loyalty.
3. Diversity and Acceptance: In terms of social and cultural diversity, Generation Z is the most different generation to date. They hold diversity and representation in high regard and demand it from the companies they support. Sarah emphasized the value of diversity in advertising, product lines, and workplace cultures. Gen Z is particularly drawn to brands that value diversity and promote openness
4. Utility-Based Consumption: Gen Z is determined to change the world, in contrast to earlier generations. They hold brands they support to the same high standards because they care deeply about problems related to society and the environment. The importance of corporate social responsibility programs and motivated-by-purpose marketing was underscored by Sarah. Brands have a greater chance of winning over Gen Z consumers’ hearts and wallets if they share their values and make positive contributions to the public.
5. Customisation is Crucial: Gen Z expects experiences that are customized to their interests and preferences, given the wide range of options available to them. Sarah emphasized the value of data-driven marketing techniques that let companies offer suggestions and content that is extremely customized to each consumer. Effective use of data can help brands connect with Gen Z customers more deeply and improve their overall brand experience.