Yep, it’s another article about Gen Z.
Stick with us: It’s because that generation will have a real sway on the future of the market — Gen Z holds $450B+ in spending power.
And brands have already been vying for a piece of that pie with targeted ads and influencer marketing.
Gen Zers are sick of scrolling through a barrage of advertisements on their feeds.
But that leaves brands scrambling to find creative ways to reach their target consumers. Some are experimenting with other private communities:
- Discord, a chat app for gamers with 196.2m monthly active users, has been used by brands like Wendy’s, Gucci, and Sephora to create communities.
- Smaller group chat app Geneva launched in 2021 and has raised $22m in funding. Brands like Mejuri and Rare Beauty, as well as individual creators, have set up shop.
This trend is pretty retro — let’s not forget our collective obsession with Facebook Groups in the early 2000s, and the following explosion of brand-created groups.
The next iteration of this trend…
… will likely be about herding users into ad-supported, brand-friendly communities that are easier to infiltrate.
These online spaces allow brands to advertise more naturally without disrupting users or, worse, losing customers.
Whatever you do, just don’t you dare send Gen Z a green text.