#BYMEspresso☕: Mass Marketing Vs. Gen Z
Research finds that mass marketing is unlikely to work for Gen Z, and these trends are moving faster than ever before.
A new study by media agency, Horizon Media and its social content agency Blue Hour Studios aims to help marketers demystify the TikTok generation. The firms scoured more than 1,000 types of Gen Z-generated content across popular apps to find emerging themes and groups.
Combined with interviews, the study identified five types of 12 different subcultures that have captured Gen Z’s interest. The research found that mass marketing is unlikely to work for Gen Z, and these trends are moving faster than ever before.
The majority (91%) of those aged 18 to 25 said there is no “mainstream” pop culture, according to the study. Instead, Gen Z consumers embrace subcultures and niche communities.
This gives marketers a roadmap to connect with Gen Z consumers, a group that is not always easy to keep up with as social media algorithms change so quickly.
The study said 64% of Gen Z consumers want personalized experiences from brands. They also tend to use social media for discovery rather than Google search. These apps include TikTok, YouTube, Discord, Telegram and Twitch for their various interests.