How Brands Can Connect with Generation Z

Born between the years of 1995 and 2010, Generation Z numbers more than 2 billion people worldwide. 90% of Gen Z live in emerging markets; 20% of them live in India alone. By 2031, the collective income of Gen Z will surpass that of Millennials. With over $2 trillion in global earnings, this generation will possess over a quarter of the global income.

At home in the US, Gen Z is also known as “the diversity generation,” and for good reason. 48% of Gen Z is non-white, a higher percentage than any previous generation in America. 20% identify as a member of the LGBTQ+ community, twice as many as other generations. Moreover, Gen Z are on track to be the most well educated generation in America’s history. 57% of recent high school grads enroll in postsecondary education, but only 44% grew up with a college-educated parent. 40% of the US consumer base belongs to Generation Z.

Given their size and spending power, brands in all markets are looking for ways to market to the new generation. Some have been successful, but most are struggling. Only 36% of Gen Z consumers say they have brand loyalty in any area of their life. Instead of making shopping decisions based on company name, Gen Z buys based on perceived values the company holds. Being as diverse as they are, Gen Z consumers want to see brands that value inclusivity. A majority of those surveyed want brands to include more diverse casting and imagery. More importantly, 53% also want to see diversity in senior leadership positions. Companies need to practice what they preach if they want to attract customers. Some popular inclusivity initiatives for clothing brands include allowing one to search for gender neutral clothing and providing non-binary gender options on forms. 

Another value Gen Z holds dear is sustainability. This generation has grown up hearing about the fragility of the planet and are always looking for ways to lessen the severity of climate change. Nearly 2 in 3 Gen Z consumers research product origins before making a purchase, and around 3 in 4 would pay more for a product they knew to be sustainable. Sustainability can include the incorporation of recycled material in products, renewable energy commitments, and biodegradable packaging. 

Now companies have an idea on what messaging to include in their marketing. How do they make sure their message reaches its intended audience? When it comes to Gen Z, mobile-first marketing is a company’s best bet. In the United States, teenagers are online “almost constantly,” spending 10 hours or more on their mobile device. Nearly half get most of their information from social media, compared to 17% of older adults. For Gen Z, the platforms of choice are TikTok, Instagram, YouTube, and Snapchat. 20% of Gen Z confess they spend over 5 hours a day on TikTok, making it a newer, more potent form of television. Like prior generations, Gen Z buys from brands that speak to them. Make your brand relatable.

How Expert Coach Dr. Shanna Van Ness Equips Clients With the ‘Committed Action Mindset’

Coaching with theories is one thing. However, the most effective coaches are those who not only equip others with words but also walk the talk. Dr. Shanna Van Ness, the founder of Dr. Shanna V. Coaching & Strategic Solutions, provides clients with innovative solutions she lives by herself.

Dr. Shanna Van Ness is a Certified Business, Executive, and Life Coach specializing in personal growth, relationship, career, business, and executive coaching. Over the years, she has played a vital role in helping a broad spectrum of clients with her collaborative, solution-focused, and results-oriented programs. Dubbed as the “Committed Action Queen,” she lives in integrity and is highly invested in helping her clients adopt a Committed Action Mindset — an approach wherein she produces support and practical feedback geared towards strengthening her to face personal life challenges to gain exponential results.

In addition, Dr. Shanna integrates coaching techniques and helpful assignments to offer highly-personalized programs, each tailored to fit the individual needs of her clients. She creates her strategies with compassion and understanding, taking the time to understand her clients’ strengths and determining areas where personal growth is needed.

“I not only coach others to clarify their vision to achieve extraordinary results, I practice what I speak. So the coaching and consultative services are driven by my heart and desire to see others succeed,” shared Dr. Shanna. “I work with a wide range of clients to offer a highly personalized approach tailored to each individual and organization. In a supportive atmosphere, I help clients attain the professional and personal growth they are striving for through in-person, virtual, or phone sessions.”

Dr. Shanna Van Ness has worked with individuals who, at one point in their lives, felt stuck, needed to repair a relationship, were jumping onto entrepreneurship, and more. She has also worked with large organizations that aimed to reinvent themselves innovatively with resiliency. The visionary has also worked with executives who wanted to steer their team in a better direction.

“I live in committed action. For me, that is the ability to ‘Say X and Do X.’ So, often, we are caught ‘saying X and doing Y.’ We get frustrated when we do not get the desired results we seek. Well, how can we get to the desired result if what we say does not align with our actions? This is one of my best qualities because I live exactly what I coach,” shared Dr. Shanna Van Ness. My formula is Focus + Discipline x Perseverance = Success. I apply this formula with all my clients,” she added.

Over the next three to five years, Dr. Shanna Van Ness will broaden her coaching and strategic venture, offering a robust catalog of online coaching programs to support clients in achieving extraordinary results. She hopes to pursue more philanthropic endeavors to create positive social change in underserved communities as she publishes her second book.

“When I embraced my passion and purpose on the planet, I was able to build my brand. I love what I do for people, so it does not seem like it is hard work. My brand was built on ‘heart work.’ Becoming a Certified Business, Executive, and Life coach allowed me to flourish in the area of consulting as well. In that realm, I am able to provide clients with strategic solutions in operations management, strategic planning, and development consultative services,” Dr. Shanna Van Ness said.

Emphasizing that success does not happen overnight, the innovative coach is committed to helping her clients go through a meaningful process of change, resilience, and discipline. Without a doubt, Dr. Shanna Van Ness will undoubtedly impact countless lives and become a household name.