品牌如何吸引Z世代青少年?

Z世代指1990年代中期後出生的年輕人,從小生活在網路與數位產品環繞的世界,又被稱做數位原住民(Digital native)、M世代(multi-tasking,多工世代)。成長過程中接觸了大量網路資訊,Z世代反而養成對品牌廣告視而不見的習慣。如何吸引他們的注意,成為各大品牌的挑戰。進入本文前,請先想想如何表達以下單字:

A. 內行的
B. 迎合;滿足
C. 警訊

Today’s teenagers are 1) not to be sneezed at. They belong to Generation Z and they are the most digitally (A) savvy, socially immersed, and culturally aware segment of our population. Mobile technology, social media, and Internet usage has become all-important to them. Approximately 40% of Generation Z spends more than three hours per day using computers.
千萬別小看當今的青少年,Z世代是數位通,生活在社交媒體中,是最具分眾意識的一群人。行動科技、社群媒體以及網際網路對Z世代是他們生活中不可或缺的要素。百分之四十的Z世代每天花3小時以上在電腦上。

However, it's a little weird that they are also the most difficult for brands to (B) cater to. Gen-Zers sift through media on multiple channels with the efficiency of a search engine. Bombarded with an avalanche of information, this generation tends to turn a blind eye to brands, scrolling past anything that feels like advertising. We can see it as (C) a wake-up call to brands to get sharper on strategy, content and audience. The following are a few rules of engagement:
然而不可思議的是,這群人卻是品牌最難滲透的世代。Z世代靠著搜尋引擎,在多種管道篩選他們要的資訊,由於接觸到的資訊量極大,他們幾乎看不見品牌,所有看似廣告的訊息很自然就被跳過。所有經營品牌經營者應該視之為警訊,如何在戰略、內容與顧客面應更求精準,以下是重要提醒:

1. Gen Z is the most pragmatic group since World War II
Z世代是二次大戰以來最實際的世代

品牌如何吸引Z世代青少年?
Solution: Serve up education along with entertainment.
They keep their feet on the ground, put a premium on social justice and equality, and hunger for self-improvement. Brands should jump at the opportunity to deliver content that promotes education, and connects with the issues and moments Gen Z cares about most.
解決之道:寓教於樂。
他們腳踏實地、重視社會正義與平等,渴望自我改造。品牌應藉此提供有助學習的內容,並連結Z世代最關注的議題與時事。
行動版 電腦版