{"id":1323,"date":"2022-03-02T16:31:00","date_gmt":"2022-03-02T09:31:00","guid":{"rendered":"https:\/\/clara.ly-le.info\/blog\/?p=1323"},"modified":"2022-04-11T16:32:57","modified_gmt":"2022-04-11T09:32:57","slug":"how-would-gen-z-influence-the-pr-industry","status":"publish","type":"post","link":"https:\/\/clara.ly-le.info\/blog\/index.php\/2022\/03\/02\/how-would-gen-z-influence-the-pr-industry\/","title":{"rendered":"How would Gen Z influence the PR industry?"},"content":{"rendered":"\n<p><strong>Gen Z wut?<\/strong><\/p>\n\n\n\n<p>Since 2018, the unique Gen Z (the generation born between 1997 \u2013 2012) has blown a breath of fresh air into the world.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/i2.wp.com\/blog.eloqasia.com\/wp-content\/uploads\/2022\/03\/Smartphone-Tiktok-App-Iphone-Tik-Tok-5390055.jpg?resize=600%2C368&amp;ssl=1\" alt=\"\" class=\"wp-image-1588\"\/><\/figure><\/div>\n\n\n\n<p><em>In Vietnam, Gen Z is the author behind various trendy videos and dance challenges on Tik Tok. Many Gen Zers have become macro KOLs with many followers like Jenny Huynh, Chao, Le Thuy, etc. despite their young age. On a global scale, the world-famous singer Billie Eilish is also a member of Gen Z.<\/em><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/i1.wp.com\/blog.eloqasia.com\/wp-content\/uploads\/2022\/03\/con-vit-vang-tren-fb-la-gi-trend-anh-avatar-con-vit-vang-la-gi-3.jpg?resize=300%2C300&amp;ssl=1\" alt=\"\" class=\"wp-image-1587\"\/><\/figure>\n\n\n\n<p><em>Gen Z is the trendsetter behind the \u201cyellow duck avatar\u201d challenge that stirred up Vietnam\u2019s Facebook community back in August 2021.&nbsp;<\/em><\/p>\n\n\n\n<p><em>(Note: The \u201cyellow duck avatar\u201d trend initiated when a Gen Zer uploaded a tricky math problem on Facebook. Those who gave the wrong answer must change their profile picture into the silly yellow duck.)&nbsp;<\/em><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/i1.wp.com\/blog.eloqasia.com\/wp-content\/uploads\/2022\/03\/Gen-Z-language.png?resize=420%2C467&amp;ssl=1\" alt=\"\" class=\"wp-image-1589\"\/><\/figure><\/div>\n\n\n\n<p><em>To get into Gen Z\u2019s world, you have to speak their language and use their slang words.<\/em><\/p>\n\n\n\n<p>These are some examples to demonstrate the influence and trendsetting ability of Gen Z in Vietnam. Everything belonging to Gen Z can easily go viral on social media.<\/p>\n\n\n\n<p>Therefore, brands need to understand the unique characteristics of Gen Z to build their brand image in the eyes of the future generation.<\/p>\n\n\n\n<p><strong>How to appeal to Gen Zers?<\/strong><\/p>\n\n\n\n<p><strong><em>First, Gen Z is tech-savvy and prefers online interaction.<\/em><\/strong><\/p>\n\n\n\n<p>Unlike Millennials (or Gen Y) who grew up while uncovering new information technology development, Gen Z:<\/p>\n\n\n\n<ul><li>was born into the already advanced digital world,<\/li><li>owned smartphones since their early days,<\/li><li>grew up while being exposed to social media.<\/li><\/ul>\n\n\n\n<p>As they\u2019re familiar with social media, Gen Z often relies on electronic devices and indirect communication methods (emails, text messages). According to OMD &amp; Decision Lab\u2019s Genzilla survey, 50% of Gen Z often use chat to keep in touch with their friends, while only 30% feel comfortable with face-to-face interactions, and phone calls only account for 7%. This suggests that Gen Zers might not be fond of old-school street marketing or community involvement. Brands should consider this and map out PR activities that appeal to Gen Zers. This further emphasizes the role of social media and online engagement to reach them while they\u2019re cocooning in their personal space.<\/p>\n\n\n\n<p>In addition, brands should also diversify their content formats, such as short videos, interactive content and gamification are also good ideas worth considering. But keep in mind that Gen Z is very demanding in the content they consume. Commercialized or promotional content is not enough to keep you on their mind unless sale promotion is a strategic part of your business (like e-commerce platforms). What Gen Z wants is authentic and fun content. This challenges PR professionals to align branded content with the audience\u2019s interest. That\u2019s why user-generated content (UGC) is on the rise as one of the most prominent solutions.<\/p>\n\n\n\n<p><strong><em>Second, Gen Z cares a lot about social issues.<\/em><\/strong><\/p>\n\n\n\n<p>Following Millennials\u2019 footsteps, Gen Z\u2019s members are also responsible citizens. According to Deloitte\u2019s 2021 Global Millennials and Gen Z Survey, climate change\/environmental protection is one of Gen Z\u2019s top concerns. Other issues on their mind include unemployment, healthcare\/disease prevention, education, sexual harassment, crime, personal safety, corruption, equality, and economic development.<\/p>\n\n\n\n<p>Gen Z\u2019s concerns for social causes are also reflected through their shopping behaviors. When making a purchase decision, Gen Zers are not simply buying a product or service, but they also look into ethical practices of the brand and could refuse to purchase from companies that get caught up in scandals. According to a recent survey on Gen Z (born between 1995 \u2013 2015) consumer behavior conducted by McKinsey in collaboration with Box1824, 70% of respondents said that they tried to buy products from ethical companies; 80% denied to purchase from companies that were involved in scandals. Nowadays, a simple claim is not enough. Companies need to demonstrate their ethical commitment through CSR activities and business practices.<\/p>\n\n\n\n<p>In the modern world, many brands are displaying their social belief through brand activism. However, brand managers should decide to which extent should they react. Getting involved too deeply with brand activism can backfire when the brand\u2019s value clashes with its audience; or when the consumers find out that the brand is only paying lip service, like in the case of Starbucks\u2019 Race Together, or Gillette\u2019s The Best A Man Can Be. And above all else, remember to be consistent and stick to your claims.<\/p>\n\n\n\n<p><strong><em>Third, Gen Z are independent and prioritize individualism<\/em><\/strong><\/p>\n\n\n\n<p>Compared to previous generations, the majority of Gen Z prioritize living true to their core values. Gen Z doesn\u2019t mind what others think or judge about themselves. Rather than that, they focus on keeping the values and perspectives that they\u2019ve set their hearts on.<\/p>\n\n\n\n<p>Therefore, when joining the workforce, Gen Zers are bringing their life values into the workplace and influencing work cultures, such as promoting integrity, transparency, work-life balance, and mental health issues.<\/p>\n\n\n\n<p>With these characteristics, PR campaigns that highlight personalized messages and promote self-esteem will be more likely to win the audience\u2019s interest.<\/p>\n\n\n\n<p>To sum up, Gen Z\u2019s influence and purchasing power will continue to rise as they join the workforce. Brands need to look out for Gen Z\u2019s characteristics such as being tech-savvy, independent, concerned for social issues, preferring online interactions, etc. to plan and execute appealing PR activities.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><em>X-posted at <a href=\"https:\/\/blog.eloqasia.com\/2022\/03\/01\/how-would-gen-z-influence-the-pr-industry\/\">EloQ&#8217;s blog<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Gen Z wut? Since 2018, the unique Gen Z (the generation born between 1997 \u2013 2012) has blown a breath of fresh air into the world. In Vietnam, Gen Z&hellip; <\/p>\n","protected":false},"author":1,"featured_media":1324,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_newsletter_tier_id":0,"footnotes":""},"categories":[55],"tags":[12,11,110,15,27,113],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v16.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How would Gen Z influence the PR industry? - Latest Public Relations &amp; Communications Insights<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/clara.ly-le.info\/blog\/index.php\/2022\/03\/02\/how-would-gen-z-influence-the-pr-industry\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How would Gen Z influence the PR industry? - Latest Public Relations &amp; Communications Insights\" \/>\n<meta property=\"og:description\" content=\"Gen Z wut? 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