Advertising Research: Gen Z

-

In this publication, I want to share my own research on generation Z and create targeted advertisement for bakery that may interest the representatives of this generation. 

What is Gen Z?

"45% of Gen Zers say that a brand “appearing trustworthy and transparent” is a big motivating factor for engagement. So don’t make your social marketing all about selling: create content that’s explicit about what your values are, and share as much of your brand’s story as you can." (Hirose, 2022)

This means that the Z generation can be attracted by sincerity, transparency and simplicity. This generation will not behave on the loud tabloids and a false images they want to sell.
It is also important to show the lifestyle, if we manage to convey to generation Z that they need croissants from OUR bakery, it will be a success.

Based on my own observations and research, it can be concluded that the best advertising platform for Generation Z will be Instagram and Tik Tok.  "The only “channels” that rank above TikTok are real-life endorsements: recommendations from friends/family and seeing a friend/family using a product. Instagram ads and IG influencer posts also rank high, while Facebook and Twitter ads are less likely to convince Gen Z women to hand over that sweet sweet cash." (Hirose, 2022)

Generation Z consumers in the United States as of May 2021

Having a good reputation for the bakery and them product is a very important aspect for this generation. They pay attention to respect, tolerance, customer orientation and personal comfort. If a coffee shop meets these criteria, it will definitely attract the attention of Generation Z. 

In my opinion, a great example of such a coffee shop is Pophams in London. It meets all the above criteria and regularly responds to customer recommendations and criticism. As a result, it's an extremely comfortable place that has created a lifestyle and high-end product scheme around itself that attracts Gen Z customers.

Pophams bakery London

"We want each of our three bakery to become a core part of the community, for people to meet and collaborate and hopefully feel inspired." (Pophams, 2019)



References

Gold, O. (2019). The Pophams Story. [online] Pophams. Available at: https://www.pophamsbakery.com/story [Accessed 30 Oct. 2023].

Hirose, A. (2022). Marketing to Gen Z: How to Get It Right in 2023. [online] Social Media Marketing & Management Dashboard. Available at: https://blog.hootsuite.com/marketing-to-gen-z/#:~:text=According%20to%20a%202021%20Statista [Accessed 30 Oct. 2023].

Statista. (2021). Gen Z Purchase Influencers 2021. [online] Available at: https://www.statista.com/statistics/1246840/most-influential-advertising-gen-z/ [Accessed 30 Oct. 2023].‌

Comments

  1. Zoe Van-de-VeldeOctober 29, 2023 at 10:46 AM

    This post needs completing and you have other unfinished posts please be ready fro next week and complete posts

    ReplyDelete

Post a Comment

Popular posts from this blog

Welcome to 2nd semester!

-
Image
 Hi everyone! Well, this Christmas Holliday gone pretty fast, but it was so nice to have a rest, to hang out with a friends, to cook a lot and sleep a lot! I am so glad that I have choose to have little bit of travel and went to York in England as well. I really want to tell you more about what has inspired me for that short period of time the most. But first, a little backstory.  I am person who really love music especially soundtracks, because you can forgot about your own issues and turn on your own imagination. So, few weeks ago when I had a train from London to Leicester my playlist put me new recommendation of soundtracks. There was something so familiar to me, something what I always know.  The soundtrack of The Peasants was playing in my headphones.   I was so interested by the melody, so I google more about where is it from. To my surprise, The Peasants  was released literally during this period in some cinemas in London. Of course I took th...
Read more

Sequential Images: Masayoshi Sukita

-
Image
Masayoshi Sukita is a Japanese master photographer best known for his 40+ year collaboration with David Bowie (born 1938) Sukita-san with Iggy Pop and David Bowie in 1977 Over the years, between press conferences and photo shoots, Sukita and Bowie explored the cities, relaxed with friends, and attended Iggy Pop’s birthday party.  The two continue to work together.  In April 1977 Sukita took the iconic cover shoot for Bowie’s “Heroes” album. This is perhaps Sukita’s most famous photograph of David Bowie.  Paul Smith + Masayoshi Sukita for David Bowie Masayoshi Sukita met David Bowie for the first time in London, in 1972 The Rainbow Theatre  20 August 1972 (Snap Galleries, 2018) "Before having even heard his music, Sukita saw a striking poster of David Bowie promoting a concert and felt he had to go, purely on the strength of the poster. Sukita admired Bowie’s innovative performance style and related to his cinematic influences, and secured a meeting to present his p...
Read more

Chapbook research: Analysing literary techniques for a Chapbook project

-
Image
In this post I would like to describe some  literary techniques which I want to use in my book "The soul with green eyes". Additionally, for good understanding of the techniques, I would like to show examples of other writers. Illustration by Emily Temple Firs of all, there is important that my story is based on the old culture legends and there is about quite  mystic world. So, have a sense to focus on the some way of ideas. Symbolism  Usually, what the symbol looks like is a key to helping us understand the idea that it symbolises.  It allows the reader to see concepts and ideas in interesting descriptions or words that should fire the reader's imagination.  For example in books of Harry Potter by J.K. Rowling, author use lot's of symbols, such as:   "Harry's scar is symbolic of his bravery and survival. However, it also symbolizes his connection to Lord Voldemort and how he must continuously choose the good, brave path.  Albus Dumble...
Read more