Gen Z. The generation of consumers born in the mid-1990s is coming of age, and marketers need to pay close attention. Unlike earlier generations, Millennials included, Gen Zers can be difficult to engage using traditional advertising channels, including standard online display ads. To appeal to these key consumers fully, brands first need to understand them better, since they will make up 40% of all customers by 2020.
Many brands now are developing a distinct point of view which, in turn, firmly plants them within certain circles of social activism, particularly in online spaces.
The way that you portray your brand is not only conveyed through your website layout, your logo or the style of the illustrations of images on your site. Your content construction can say a whole lot about you and if the copy on your blog or information pages doesn’t align with your brand ethos or objectives, it can be confusing for potential customers.