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
Error: Please check your email address.
Show Comments

Blog Posts

Why doing your job well is the key to innovation

The words ‘power company’ and ‘innovation’ probably don’t seem like a natural combination. In fact, when I first went for a marketing role with an electricity company, I semi-dreaded the work I thought I’d be doing.

Catherine Anderson

Head of marketing, Powershop Australia

The great unlearning: How brands can assist with the adoption of voice

Mainstream adoption of voice technology will be all about what consumers are learning not to do.

Ash Mustchin

Director, digital and experiences, Principals

Why getting intimate is key to creating a great customer experience

According to CMO’s State of the CMO 2017 research, 83 per cent of CMOs believe customer experience to be central to their role. An interesting stat considering few of us experience great brand experiences.

Pip Stocks

CEO and founder, BrandHook

'to lesson screen time'LOL someone needs a lesson on how to lessen typos.

Andrew Ward

Golden Circles invests in content play to drive brand purpose

Read more

Hey Nadia, interesting read. We have all read about what your chatbots should offer or have but haven't came across with anything about w...

Ashish K Jain

What not to do when building chatbots and voice-based brand interactions

Read more

There are some many other great solutions compared to the ones you listed here. Our clients left some of those and switched to MARA (getM...

Alexandru Rada

CMO's top 10 martech stories for the week - 9 June

Read more

Charming Shane. You know this is a public forum, right ?

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

I agree customer intimacy is a great way of creating better customer experience. Especially in the Insurance and Financial industry. Her...

Jessicalopez1989

Why getting intimate is key to creating a great customer experience and optimising customer value

Read more

Latest Podcast

More podcasts

Sign in