What Gen Z’s Motivations Mean for Your Brand Strategy
To better understand Gen Z’s motivations, a recent study conducted in partnership with the USC Center for Public Relations surveyed 1,022 young adults using the Qualtrics platform. The study explored Gen Z’s perspectives on various aspects of life, from politics and relationships to finances. The findings revealed distinct patterns that highlight the nuances and complexities of Gen Z’s habits, which can be categorized into three distinct cohorts that define their motivations.
As brands emphasize catering to Gen Z and chase the latest trends in hopes of making a connection, the broad label applied to them by youth marketing often creates a misleading and foggy view of their culture. Despite the frenzy about Gen Z, data shows that they aren’t that different from past generations.
This is clear in Neo-Traditionalists, one of the three Gen Z cohorts, representing 29% of those surveyed. Nearly a third of respondents value traditional lifestyles like homeownership and suburban living. For this group, chasing a viral moment isn’t as effective as Neo-Traditionalists prioritize stability and consistency over quick trends.
The second cohort, Fluid Pragmatists, represents 33% of the survey. Compared to Neo-Traditionalists, this group takes a more cautious approach to life, valuing mental health over physical health and prioritizing financial security over work-life balance. In essence, Fluid Pragmatists are defined by practical decision-making rather than traditional aspirations.
The largest segment, Internet-Age Explorers, makes up 38% of the study. As their name suggests, this group is open to new experiences, both online and in real life, and takes an experimental approach to life. Flexibility and customization are key factors for brands looking to connect with this segment of Gen Z.
But what do these identities mean for brands and businesses trying to reach Gen Z consumers? And how can these cohorts guide a more effective strategy?
Instead of viewing Gen Z habits solely through the lens of age or broad demographics, consider the value of engaging with niche communities. The emotional connections formed within these communities are far more impactful than relying on generalized assumptions and myths. For example, while many brands assume Gen Z supports sustainability, it’s essential to dig deeper as different subgroups may be driven by ethical consumption, self-expression, social justice, or another reason.
Additionally, Gen Z measures brand success by impact, not just likes and views. Brands should look beyond surface-level metrics and focus on maintaining a unique point of view or an authentic commitment to a cause. This approach creates the long-term relationships that Gen Z consumers want.
Lastly, the data suggests that all brands find their North Star, or the principle that guides their work authentically to connect with the best segment of Gen Z that aligns with their values. For example, a brand centered around self-expression will likely resonate with Internet-Age Explorers, while a brand guided by its commitment activism may connect more with Fluid Pragmatists
If you need help identifying your audience within Gen Z or defining your brand’s North Star, HMA Public Relations wants to hear from you. Connect with us!
Check out the full study here.
