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“The whole technology is able to highlight all our business models.”

I’m a consumer who falls somewhere between the millennial kid and the geriatric Gen Zer, and after taking note of Hootsuite CEO Irina Novoselsky’s speech about my technology, she’ll get it.

I’m sure her being a millennial, therefore closer to Gen Z than the everyday CEO, helps her stay consistent with younger consumers, alternatively I also think how intentional she is as a marketer differentiates her.

She even went so far as to speak to 500 Gen Zers to understand their shopping and social media behavior.

“What inspired me to try this is that I was given right here, through statistics, that over 65% of all business decision makers will be Gen Z or millennials starting next year,” Novoselsky says. “The funny thing is, 2024 has already been the prime year where there are more Gen Zers in business than boomers.”

Here’s what Novoselsky found:

1. Gen Z is a technology of contradictions.

“They grew up with a phone in their pocket or they don’t need it to talk to, they don’t need it to be purchased, they usually don’t need our push type nowadays,” he explains.

And he or she is really nice. My inbox is full and I don’t like companies participating in my phone, so I’d rather look up my next favorite lip liner, lipgloss, and lip gloss combo in words before giving any brand my money.

Novoselsky says the prevailing way of promoting and advertising is a little too aggressive for Gen Z consumers. All those emails I get after abandoning my shopping cart or browsing through a few items? Yes, it’s not like I’m learning all this.

And Novoselsky says this is no longer strange among Gen Z.

He explains, “They walked 60% of their buying journey sexy with the product sales marketing consultant because they want to discover and track their business in their own words.”

For example, when I was in the market for a brand new vinyl record player, I scoured the Internet for TikToks, YouTube Shorts, Reddit forums, and blog posts detailing tips and features to look for before deciding to spend money with Fluance RT80. .

2. Don’t worry about chatting with the manager; Generation Z wants to hear from your CEO.

When Gen Z searches for an entirely new brand, they aren’t simply limited to your latest flashy product. They want to know what your brand stands for, if it’s taking strong positions online, and if its values ​​are more aligned with theirs.

Most of all, they want to know what your audit consists of.

“Most of them won’t do business with a company where the CEO doesn’t have a tenure,” Novoselsky says.

Yes, he’s really nice. Your CEO cannot simply be the person behind what prevails; they want to pull out their phone, open TikTok or Reels, and start talking to Gen Z consumers right away.

For example, Huda Beauty founder and CEO Huda Kattan is featured in nearly every Reel, TikTok, image, or ad for the makeup company. She has also appeared on podcasts and collaborated with celebrities such as Olivia Culpo and Kehlani.

Supply of symbols

She is as much a content writer as she is an entrepreneur and CEO.

She is also very vocal about reach and inclusion in the attractiveness industry and talks about important causes, the most important of which is the most important due to modern knowledge of presentations that 58% of Gen Z consumers lose confidence in a logo if it doesn’t publicly handle social issues.

Kattan’s method is working. The company has approximately $200 million in annual product sales and is valued at $1.2 billion.

So when you’re trying to connect with Gen Z, tell your CEO it’s their time to shine.

3. Generation Z wants to listen to their friends, not your ads.

“And peer review can come from social media platforms like Reddit, LinkedIn or Instagram. Or he’s just from the same neighborhood as them,” Novoselsky says.

Don’t you consider it? Well, here’s a statistic for you: a recent analysis found that Reddit features 97.5% of the time in Google Search product analytics queries.

Novoselsky says Gen Z users want to know what their friends or employees are using, how they interact with the product, and whether or not it’s worth the investment.

So, I highly recommend creating a spherical workforce for your brand. Host Reddit AMAs (Ask Me for Rest), livestream events, or create platforms specific to your target audience to connect, share ideas, and talk about your brand.

One of my favorite examples, actually, comes from a previous employer of mine, a Florida television station called First Coast Data. In order to boost ratings for its local weather phase, the station started a Facebook team of employees called First Coast Local Weather Watchers, which target audiences could join and share photos and footage of local weather phenomena.

People would give each other advice on how to deal with upcoming hurricanes and tropical storms and have real-time conversations with meteorologists to gather information about local weather conditions impacting the world.

The band did not increase ratings very effectively for the stage, it also established a trust between the target audience and the station. Therefore, when a tropical typhoon was in the ascendant phase, I could often see the target audience on social media suggesting their friends to join the Facebook workers team and tune into our channel.

4. Fundamentally, Gen Z will continue to upend promotion and advertising.

Novoselsky is excited about the future of promotion and advertising and the kind of creativity Gen Z consumers and marketers will deliver.

“When you feel confused about doing something innovative and thinking outside the industry, it’s not easy to think another way,” he says. “The whole technology has the ability to highlight all of our business models.”

And part of considering ways outside of the industry to find new ways to present yourself organically to your target audience.

Novoselsky says marketers need to ask themselves, “How can you create an environment where you’re going to show up in this authentic, herbal way and let this period actually do its own research and diligence instead of having this kind of push?”

“Gen Z actually needs to be regulated,” he explains. “That starts by arming them with wisdom in the places they want to learn it and strengthening that two-way dialogue.”

Fenty Beauty nails it this way.

Generation Z users flock to TikTok in droves, and one of the app’s most up-to-date choices are its filters. So, what did Fenty Beauty do? The brand created its own private filter on the app that allows shoppers to “check out” different blends of lipsticks and eyeliners. Then, if shoppers like what they see, they can get the products using TikTok Retailer or search for products online on the Fenty website.

The company met its demographic where it’s at (TikTok) and created a fun filter that gave consumers the ability to decide for themselves within the match whether they liked the product. So, they have made it easy to purchase the product through the app.

Regardless of your demographic function, Novoselsky has numerous tips that you will simply put into practice in your private marketing strategy. Consumers, the way they retail and the way they interact with manufacturers are changing, so you will need to be able to think outside the industry and adapt.

For example, 84% of business owners say videos have helped increase guests to their online website.

That’s why I went beyond the usual scope of writing to start HubSpot’s video blog program. In this program, creators create short-form video content to accompany blog posts and give their content a second lifestyle on video-sharing platforms like Reels and YouTube Shorts.

So, take a web page from Novoselsky’s ebook and escape the traditional promotion and advertising mold. It’s time to include Gen Z.

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