Brands
Building brand loyalty among Gen Z
In today’s rapidly evolving market landscape, there is no definitive playbook for building lasting relationships with generation Z. This generation is overwhelmed with way too much information and product options, which also has resulted in developing the attitude to approach brands with a critical eye, valuing what a brand shares and believes in over what it sells. To resonate with Gen Z, brands must embrace authenticity, inclusivity, and social responsibility. For them, it is the brand value that counts.
Interestingly, while Gen Z may have a favorite brand, they are always on the lookout for alternatives for better options. They are not here to settle and would prefer to keep exploring and shifting to new products that are relevant to them. Gen Zers are willing to switch if they find another brand that offers better quality or lower prices. Additionally, Gen Z has a strong affinity for gamification—integrating game-like elements such as rewards and points into non-game contexts making it more crucial for brands to keep themselves on their toes.
Brands and advertisers have understood that the era of aggressive product pushing is over and now the approach has to be shifted.
The shift in consumer behaviour
Gen Z’s purchasing decisions are significantly shaped by social causes, inclusivity, and transparency. This generation is acutely aware of the brands they align with and the individuals behind these brands. They seek out brands that share their values and exhibit genuine concern for societal issues. According to a special report from the Edelman Trust Barometer, brand trust is paramount for Gen Z, with 79% of Gen Zers stating it has become more important to them, compared to 61% of baby boomers. Furthermore, 62% of Gen Z believe that if a brand doesn’t communicate its actions on addressing issues, it’s either doing nothing or hiding something.
The role of social media
Social media platforms have become the primary marketplace and a cost-effective channel for reaching Gen Z. These platforms serve multiple roles: entertainment hubs, social networks, learning platforms, and news sources. This multifaceted use of social media makes shopping an amalgamation of various influences and mindsets, presenting both opportunities and challenges for brands.
Big companies are increasingly turning to young influencers and content creators to navigate this complex environment and avoid missteps that could alienate Gen Z. By leveraging the authentic voices of these influencers, brands can craft resonant content strategies that align with Gen Z values. The competition is fierce as companies strive to connect authentically with this generation.
Engaging with Gen Z
To engage with the newly entering workforce of Gen Z, brands must invest heavily in understanding their unique psyche. Traditional marketing teachings are now outdated. The most effective way to understand what Gen Z expects from businesses is to engage with them directly and ask. This direct engagement helps brands tailor their messaging and actions to meet the expectations of this discerning consumer base.
Embracing diversity and inclusivity
Gen Z is known for its staunch support of diversity and inclusivity. This support prompts many companies to adapt their language and communication strategies to reflect these values. Ensuring that content is inclusive and diverse not only demonstrates social responsibility but also resonates deeply with Gen Z consumers. Brands that embody and promote genuine values aligning with Gen Z principles are more likely to build lasting relationships with this generation.
The power of fandom and technology
The evolving technology landscape is reshaping fans’ relationships with their favorite creators, artists, and entertainment channels. Advanced AI and new video tools have made content creation more accessible and engaging, allowing creators and brands to produce high-quality videos and share them with a global audience. This democratization of content creation has empowered Gen Z to express their creativity and connect with like-minded individuals, fostering a sense of community and belonging.
The coming of virtual influencers
One of the most exciting developments in reaching Gen Z is the rise of hyper-realistic virtual influencers. India’s new breed of these digital personas, residing in the multiverse of social media, represents a novel avenue for brand engagement. These virtual influencers, with thousands of followers, offer brands a unique opportunity to hitch their products to digitally powered personas, enhancing their reach and resonance with Gen Z.
With more virtual influencers emerging on Instagram, brands are queuing up to get involved with this futuristic means of marketing. These digital influencers are meticulously crafted to engage with their audience, seamlessly blending into the social media landscape. They offer a perfect blend of creativity, technology, and strategy, making them appealing to Gen Z.
In essence, to connect effectively with the digitally savvy Gen Z, brands must embody and promote genuine values that align with this generation’s principles. By embracing authenticity, supporting social causes, engaging directly with consumers, and leveraging the power of technology and influencers, brands can build meaningful and lasting relationships with Generation Z. These strategies have become essential for businesses aiming to stay relevant and drive growth in today’s competitive market.
The article has been authored by OpraahFx chief business officer Mansi Gupta.
Brands
33 per cent of women believe the salary scale is rigged: Naukri report
Voices @ Work study finds rising calls for equal pay audits and lingering bias
MUMBAI: Progress may be visible in India’s workplaces, but many women still feel the need to tread carefully. A new report by Naukri reveals that one in two women hesitate to disclose marriage or maternity plans during job interviews, worried that such information could influence hiring decisions.
The findings come from the second edition of Naukri’s annual Voices @ Work International Women’s Day report, titled “What Women Professionals Want.” Drawing insights from more than 50,000 women across over 50 industries, the survey sheds light on evolving workplace aspirations alongside the biases that continue to hold women back.
One of the report’s most striking insights is the growing demand for equal pay audits. The share of women calling for regular pay parity checks has climbed to 27 per cent this year, up from 19 per cent a year ago. The demand now stands alongside menstrual leave as the most sought after workplace policy.
Interestingly, the call for pay transparency grows louder higher up the income ladder. Nearly half of women earning between Rs 50 lakh and Rs 1 crore annually say equal pay audits are a priority, suggesting that pay gaps become more visible as women move up the career ladder.
At the same time, confidence and ambition appear to be rising. About 83 per cent of women say they feel encouraged to pursue leadership roles, a significant jump from 66 per cent last year. Cities in southern India appear particularly supportive, with Hyderabad leading the way as 86 per cent of respondents there reported encouragement to step into leadership positions. The education sector recorded the highest sense of encouragement at 87 per cent.
Yet the report also highlights a growing trust deficit around pay equity. Nearly one in three women, or 33 per cent, say they do not believe men and women are paid equally at their workplace. That figure has risen from 25 per cent last year, pointing to widening perceptions of disparity as careers progress.
Bias in hiring and promotions continues to be the biggest hurdle. About 42 per cent of respondents say workplace bias is the main challenge for women from diverse backgrounds. The concern is consistent across major metros, with Chennai and Delhi NCR reporting similar levels.
Reluctance to discuss personal milestones during hiring processes is also widespread. While 34 per cent overall said they hesitate to share marriage or maternity plans in interviews, the anxiety increases with experience. Among professionals with 10 to 15 years of work experience, the figure rises to 40 per cent.
Info Edge group CMO Sumeet Singh, said the data reflects both progress and unfinished work. “Behind every data point in this report is a woman who is ambitious. The fact that 83 per cent feel encouraged to lead is something to celebrate. However, the fact that one in two still hide their marriage or maternity plans in interviews tells us the work is far from done. As India’s leading career platform, it felt not just important but necessary for us to shine a light on these gaps through the second edition of our report,” he said.
The report suggests that while ambition among women professionals is growing, structural changes around pay transparency, fair hiring and supportive policies will be key if workplaces hope to keep pace.
