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How to Market to the Aspirations of Gen-Z Shoppers

This PSFK Guide is a report on marketing to Gen Z that outlines the business tools and methods that can be deployed to engage and drive loyalty with an emerging consumer audience.

Executive Summary

The premise and promise of both business and technology, beyond just making a profit, is to positively impact the lives of the average consumer, and the stakeholder populations they serve. As real customer lives become increasingly supported by a variety of interconnected solutions, the smartest brands are deploying powerful tools to help their target audience embrace positive purpose in all aspects of life.

Report Overview

In this report on marketing to Gen Z, the PSFK iQ research team explores the innovative tools and emergent methods being deployed by businesses and brands to engage with an aspirational audience, drive loyalty, and improve lives. To help our members better understand the trajectories at play in this increasingly important and valuable space, PSFK has identified 5 key strategies powering the connection between core business propositions and aspirational consumer growth.

What You’ll Learn In This Report

  • How aspirational marketing strategy can improve everyday life by providing consumers opportunities to learn, improve, and grow across areas like financial health, personal wellness, and through increased access to career opportunities and education.
  • How companies and aspirational brands can leverage their scale and access to resources in order to help their customers reach their full potential.
  • Why an emerging suite of tools, platforms, and programmatic solutions from businesses both big and small can help modern consumers overcome the ever-present barriers behind positive behavioral change,
  • How brands are increasing their Gen Z customers’ motivation and accountability with built-in incentives and personalized positive reinforcement, as well as offering community support, skill-sharing, and collective feedback.
  • Why data-fueled, future-focused frameworks are supporting baseline goal-setting in both consumers’ personal and financial health.
  • Why curated coaching solutions and community skill-sharing approaches are being paired with personalized education to empower incremental long-term change that takes advantage of the holistic understandings arising around consumer wellness, fitness, and financial planning.

What’s In This Report?

To help our community better understand the trajectories at play in this increasingly important and valuable space, PSFK has identified 5 key strategies powering the connection between core business propositions and aspirational consumer growth. In this report, the PSFK iQ team explores the innovative tools and emergent methods being deployed by businesses and brands to engage with an aspirational audience, drive loyalty, and improve lives.

This report on marketing to Generation Z includes:

Who Prepared This Report?

This report on marketing to Gen Z was developed by the same PSFK research department that since 2004 has provided trends-led innovation consulting advice to Apple, BMW, Facebook/Meta, Google, Microsoft, Samsung and Volkswagen.