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- AQ #42: Gen Z Unboxed (Part-3) - Building Trust with Gen Z❣️
AQ #42: Gen Z Unboxed (Part-3) - Building Trust with Gen Z❣️
Learn how to build genuine connections and foster loyalty with the authenticity-craving Gen Z.
Ankit Singh Chauhan
May 30, 2024
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Gen Z is a generation that tends to value authenticity, transparency and individuality.
This generation values honesty and integrity, seeking brands that reflect their principles and communicate genuinely.
In the third edition of our mini-series on Gen Z marketing from our in-house Gen Z Guest Author, Ankit Singh Chauhan, we explore why authenticity matters to Gen Z and how brands can build trust with this influential demographic.
Let’s dive in.
For foundational concepts and more on Gen Z's digital behavior, refer to our previous article:
Table of Contents
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Understanding Gen Z's Quest for Authenticity
Gen Z, having grown up in an era of information overload and digital noise, has developed a keen ability to discern genuine content from superficial marketing. They value brands that are not only transparent but also consistent in their messaging and actions.
Why Authenticity Matters?
90% of consumers say authenticity is important when deciding which brands they like and support.
For Gen Z, this figure could be even higher. Brands that fail to live up to their promises or appear insincere, quickly lose credibility and trust among this demographic.
Pro Tips
Communicate Clearly: Share detailed information about your products, sourcing, and business practices. Avoid jargon and be straightforward.
Stay Consistent: Ensure your brand’s messaging is consistent across all platforms and aligns with your core values.
Showcase Ethics: Highlight your company’s ethical practices and contributions to social and environmental causes.
Building Trust through Transparency
1. Open Communication
The basis of transparency is open communication.
Gen Z is clear on its values, business practices, and operations of a brand, the way it works, including the bad and challenging times, and how it loves to celebrate those successes.
Let's take an example of a popular Indian food delivery platform, Zomato, which has been praised for its transparency and open communication.
During the COVID-19 pandemic, Zomato regularly updated its customers and delivery partners about safety measures, operational changes, and support initiatives. Their candid communication helped build trust and loyalty among users.
Pro Tips
Honest Messaging: Ensure that all brand communications, from marketing campaigns to customer service interactions, are honest and transparent.
Regular Updates: Keep your audience informed about your brand’s activities, challenges, and progress through regular updates on social media, newsletters, and blogs.
Customer Feedback: Actively seek and address customer feedback. Show that you value their opinions and are willing to make improvements based on their suggestions.
2. Transparency in Pricing
Gen Z expects brands to be upfront about pricing, avoiding hidden fees or misleading promotions. Transparent pricing builds trust and demonstrates respect for the consumer.
Cleartrip, an Indian online travel company, practices transparent pricing by clearly showing all costs, including taxes and fees, upfront. This approach eliminates surprises at checkout and builds trust with consumers.
Pro Tips
Upfront Pricing: Display all costs clearly, including taxes, shipping fees, and any additional charges.
Fair Promotions: Ensure that promotional offers are straightforward and free of hidden conditions.
Price Comparisons: Offer easy comparisons with competitors to demonstrate the value of your pricing.
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Aligning Actions with Values
Gen Z is highly attuned to social issues and expects brands to take a stand on matters that align with their values. However, it's crucial that these efforts are genuine and not just for show.
The Body Shop has long been a champion of environmental and social causes. Their commitment to cruelty-free products, ethical sourcing, and environmental sustainability resonates strongly with Gen Z.
The brand’s actions align with their stated values, making their advocacy efforts authentic and credible.
Pro Tips
Purpose-Driven Initiatives: Engage in initiatives that reflect your brand’s core values. Ensure that these efforts are integrated into your business model and not just one-off campaigns.
Authentic Partnerships: Collaborate with influencers and organizations that genuinely share your brand’s values. This adds credibility to your efforts and helps reach a wider audience.
Transparency in Impact: Be transparent about the impact of your initiatives. Share data and stories that highlight the positive changes your brand is contributing to.
Power of Peer Influence: Engaging through User-Generated Content
Gen Z places a high value on peer recommendations and user-generated content (UGC). They trust content created by real people over traditional advertising, which they often view as less credible.
Mamaearth, an Indian skincare brand, effectively leverages UGC to build trust with Gen Z. By encouraging customers to share their experiences and reviews on social media,
Mamaearth showcases authentic feedback. This not only builds trust but also creates a community of loyal customers who advocate for the brand.
Read our deep-dive on UGC —>
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