Authentic, varied, sustainable, fun… the content of the new generations
Generation Z; young adults born between 1998 and 2009 and the Alpha generation; born after 2010, are the ones who receive the most advertising in digital format. Social networks like YouTube and TikTok are most used to share fashion and beauty content through influencers, celebrities, content creators or social media stars, but how successful is content in this regard?
@andywaakk How do you look like Adidas Campus 00’🤔🔥 #getpreparedwithme #outfitideas #adidascampus00s #fashiontiktok ♬ CREAM (feat. Method Man, Raekwon, Inspectah Deck and Buddha Monk) – Wu-Tang Clan
Authenticity, the main currency
There is a growing need for authenticity among these generations. Type of video «get ready with me” or “one day in my lifeThey create a sense of trust, intimacy and connection. Thus, the content consumer identifies himself, based on his own feeling of shared values.
The message must be 100% authentic. Use videos organically and most importantly, be relatable and honest. Beware of new trends such as “desinfluencers” (a harsh reaction to the constant and traditional influence on social networks).
@dra.mariangela I wanted to join the #deinfluence #desinfluencer trend for skincare products. Here I give you some #tips and #tips to choose better products and spend less #skincaretips #skincare #tendencia #serum #cuidadodelapiel #doctoratiktok #santiagodechile #medicinaestetica #chile #recomendacionesskincare #HavaianasLivreDeCliches ♬ BORN FOR THIS – Foxxi
This idea of authenticity is also about being more inclusive and diverse in every way: sexual identity, gender identity, body size and positivity, and being ethnically diverse. The consumer wants to be represented. Doritos has bet a lot on it, for example.
Sustainability is no longer optional
Fashion is constantly evolving and always reflects the values and aspirations of each generation. There has recently been a push for sustainability and ethical practices.
Trends like “do it yourself“And”upcyclingwhich is why brands need to be transparent with their business practices. There is a growing backlash against the idea of disposable fashion.
The Rise of Thrift Shopping and the Quiet Luxury Trend”Quiet luxury”: timeless clothes, without obvious logos and which can be worn forever, are a reflection of this.
Brands like Go more fashionable are taking advantage of these trends in their fashion content…
The new message is sustainabilitybut also self-expression, inclusion, empowerment and challenging social norms. It encourages people to embrace their unique identities, make informed choices and use fashion as a tool for positive change.
The importance of environmental protection for the new generations
As fashion and beauty advertising campaigns, sustainability promotion, ethics and politics grow, and an anti-greenwashing movement grows, people want transparency. The environment is a very important factor for the younger generation and, according to the latest data, a cause of deep anxiety in teenagers, so sustainability is really important. Rather than being neutral, younger consumers like to align themselves with brands that share core values and policies.
Levi’s has understood this and therefore it is not surprising to see its second hand line.
Purchasable content and collaborations
Whether it’s a sponsored video or a TV show, the content should be affordable and easy to use. Post-pandemic with increased focus on online shopping, it can be challenging to build brand loyalty. Collaborations help build communities and raise awareness.
In the US, Levi’s partners with several influencers like Emma Chamberlain for these purposes. In this piece of content Emma talks about the thrift line and even Levi’s Taylor Shop where they recondition your denim with patches, buttons and other accessories. Of course you make a frank invitation to purchase and also indicate where to do it.
Fun is part of the message
In fashion and beauty advertising campaigns for the new generations, entertainment is important as part of the idea of the unexpected, of emotion, of surprise. This is the case with the Maybelline mascara videos.
@florencia.guillot TIKTOK’S NEW VIRAL PRODUCT? 👀NEW SKY HIGH COSMIC BLACK BY @maybelline #makeuptips #viralmakeup #maquillaje #maybelline ♬ original sound – Florencia Guillot💥
Online games and interactive programs are also becoming very common and necessary to appeal to younger consumers.
Brands are leveraging social media influencers, YouTube channels, online games and mobile apps to reach and engage young audiences. The use of user-generated content and consumer engagement with personalization; help build engagement and loyalty.
Pamela McKillop, professor of the Master in Fashion & Retail Management at EAE Business School Barcelona.
In conclusion, fashion and beauty advertising for the Z and Alfa must offer the consumer a personalized and tailored offer, making all online shopping experiences feel like in-store, and not just transactions.
In trending content it is also important to use emerging channels such as online games, apps and the metaverse, to be among the first to adapt and not fall behind. The growing marketing trends are to use ever-changing digital technology, but in an authentic and engaging way to create an emotional connection with the consumer.
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