Is your brand Gen Z ready?

Student affinity site UNiDAYS’ APAC vice president reveals why it’s critical brands understand and connect more with Gen Z

Gen Z are already becoming more influential than Millennials, so if you’re not talking to them now, you’re really going to miss out in the longer term, Unidays' APAC vice-president, Ed Schmidt, claims.

“I think more brands need to get to know them and how valuable their loyalty can be as a customer from their student days and as they move into various life stages,” he told CMO. “And a lot more Australian uni students live at home but still work, so they actually have a high disposable income compared to other generations. They also love to go out a lot and are a lot more confident.”

Founded in the UK in 2011, the global student affinity network offers discounts for everything from fashion and lifestyle brands to technology, and now has a footprint in 32 countries. Through its technology platform, Unidays claims to be able to verify the status of 142 million students globally, or 70 per cent of the world’s university student population.

Recent research conducted by the group revealed that while Gen Z will make up 40 per cent of the population by 2020, brands are still not doing enough to understand or reach this growing market segment.

According to Schmidt, Gen Z are often harder to reach and connect with compared to other generations, and standard marketing tactics that worked for prior generations won’t necessarily work or resonate.

“Gen Z live in a world of everything on demand – even their attention span is really short, so you have to understand this audience really well," he said.

“Exclusive offers with brands is a great way to start the conversation with Gen Z, which is where we come in. We help brands better understand this generation and help brands establish a connection with this audience as early as they can while leveraging the power of our global network.”

UNiDAYS’ APAC vice president, Ed Schmidt, says it's time more Aussie brands start connecting with Gen Z
UNiDAYS’ APAC vice president, Ed Schmidt, says it's time more Aussie brands start connecting with Gen Z



To date, Unidays has worked with over 600 brands globally, and lists some of the biggest and most relevant to a Gen Z audience including Apple, ASOS, The Iconic, Dell and Deliveroo. At the same time, the company conducts extensive research to help brands better understand their customer base and even discover new customer segments.

Closer to home, Unidays entered the Australian market in 2012 and now has a fast growing member audience of 450,000 students in Australia and New Zealand. The Australian Unidays team is expanding fast, made up of 14 Gen Z experts based in Sydney.

“The research we’ve done has already help brands like Cotton On and Princess Polly in Australia look at new market segments ,” Schmidt said.  “We also help with retargeting and segmentation – and we’ve already done a lot of the ground work for the brand, which is why they like to work with us.”

Schmidt agreed Gen Z are certainly expecting more hyper-personalisation from brands, as well as greater social media engagement, given they are true digital natives.

“They expect an authentic relationship with brands but don’t ever assume you know this audience, Gen Z is always one step ahead – and they’ve already made a decision whether to like you or not,” he said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu


 


Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

AI ethics: Designing for trust

As artificial intelligence (AI) becomes much more prevalent and increasingly a way of life, more questions are being asked than answered about the ethical implications of its adoption.

Katja Forbes

Founder and chief, sfyte

I didn't know about that. Thanks!

Jamison Herrmann

Twitter 'recap' helps you catch up with missed tweets

Read more

😂😂😂😂😂😂😂😂

Max Polding

What it takes to turnaround an iconic Australian brand

Read more

I spend a lot of time in my professional life as a provider of marketing solutions trying to persuade customers that CX, UX, UI and Custo...

sketharaman

Gartner VP: Why CMOs and CIOs must band together to make CX a discipline

Read more

I live the best deals at LA Police Gear.

Tyrus Rechs

6 Ways to ramp up Social Media to Your Web Design

Read more

Its absolute over priced acquisition. The CEO, must be fired for this all cash transaction. Absolutely no justification for prospective P...

about_face

Analysts question long-term play of SAP's acquisition of Qualtrics

Read more

Latest Podcast

More podcasts

Sign in