To understand how well-established companies engage with the Gen Z audience, we’ve gathered insights from business owners and CEOs to weigh in on the matter. From the pitfalls of PepsiCo’s outdated tactics to the success of Chipotle’s TikTok strategy, explore the diverse perspectives of four industry leaders on maintaining relationships with the youngest generation of consumers.
- PepsiCo’s Outdated Tactics Fail
- Google Engages with AR
- Glossier Builds Community
- Chipotle’s Successful TikTok Strategy
PepsiCo’s Outdated Tactics Fail
Andrew Lee Jenkins, a business owner, found that many established companies struggle to reach and maintain relationships with Gen Z because they often rely on outdated marketing tactics. Gen Z values authenticity, social responsibility, and direct engagement, and companies that fail to align with these values lose out.
Take PepsiCo, for example. Their 2017 Kendall Jenner ad, which aimed to connect with Gen Z through themes of activism, completely missed the mark and was met with significant backlash for being tone-deaf. The company quickly pulled the ad, showing they weren’t fully in tune with Gen Z’s social justice and authenticity expectations.
Conversely, companies like Nike have maintained better relationships with Gen Z. Their 2018 “Just Do It” campaign featuring Colin Kaepernick took a bold stance on social justice, a value that resonates deeply with Gen Z. Nike’s willingness to align with a cause, even if controversial, helped cement its connection with younger consumers.
Google Engages with AR
Abid Salahi said, “As a CEO involved in all areas of my tech company, I can attest that savvy, established companies are thriving in their Gen Z efforts, often through clever adaptations of their products. Take Google’s Arts & Culture app; it uses augmented reality to make art and history accessible, interactive, and fun, appealing directly to Gen Z’s thirst for learning and technology. By blending traditional knowledge with a fresh, modern approach, Google effectively engrosses this digital-native generation, building a durable relationship.”
Glossier Builds Community
Founder Danielle Hu found that some are finding innovative ways to effectively engage this younger demographic. For instance, take the beauty brand Glossier. They’ve nailed the art of reaching Gen Z by prioritizing authenticity and leveraging social media to feel organic rather than scripted. Glossier’s approach isn’t just about selling products; it’s about creating a community where young people feel heard and seen.
Their success lies in using platforms like Instagram, where they engage with users directly, encourage user-generated content, and foster a sense of belonging. They’ve built a brand that resonates with Gen Z’s desire for authenticity and personal connection. This kind of engagement isn’t just about flashy ads or influencer partnerships—it’s about genuinely understanding and aligning with the values and interests of the audience.
In contrast, many established companies still rely heavily on traditional marketing strategies that don’t quite resonate with younger audiences. So, while some companies are making strides, others need to rethink their approach to genuinely connect with Gen Z. It’s all about authenticity, engagement, and creating a real connection rather than just pushing a product.
Chipotle’s Successful TikTok Strategy
A founder and CEO, Daisy Cabral commented that this generation is incredibly tech-savvy and values authenticity, so traditional marketing methods often miss the mark.
A key example is how many brands leverage TikTok to reach Gen Z. Instead of pushing ads, they create entertaining, relatable content that encourages participation. For instance, brands like Chipotle have successfully used TikTok challenges to engage younger audiences, fostering a sense of community and fun.
However, many established companies still cling to conventional advertising and fail to recognize the importance of dialogue. Gen Z wants to be part of the conversation, not just passive consumers. Brands encouraging user-generated content and actively responding to feedback can build stronger relationships.
To truly reach Gen Z, established companies need to prioritize authenticity, creativity, and collaboration. It’s about more than just selling products; it’s about creating experiences and communities that resonate with their values and interests. Adapting to this mindset will likely find lasting success with this influential generation.
Special thanks to Featured for their continued help in the creation of this blog post. Click below for more strategies from the Nativa team regarding Online Marketing.
