EP 129. Guest expert, Ian Baer joins Sarah Panus to talk all things Gen Z. This generation doesn't shop for things -- they shop for inspiration and this is often found across some really novel areas that require an empathetic marketing strategy. As they grow to become America's dominant generation, understanding the emotional difference in trends, culture and tech will separate brands that are successful with this demographic from those that fail. What you need to know...
QUESTIONS ANSWERED DURING PODCAST EPISODE
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How do Gen Z adults differ from other generations in their approach to shopping and forming brand affinities?
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What are some common misconceptions about Gen Z, and how do they differ from the reality of this generation's behaviors and attitudes?
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How is Gen Z's relationship with social media different from that of older generations, and how does it impact their purchasing decisions?
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Ian Baer discussed the strong influence of storytelling in marketing to Gen Z. How can brands effectively incorporate storytelling into their marketing strategies to connect with this audience?
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What are some key differences in the financial decision-making behaviors of Gen Z compared to older generations, and what factors contribute to their distrust in traditional financial institutions?
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How are Gen Z adults redefining success and financial independence, and how does this affect their approach to careers and entrepreneurship?
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How do Gen Z adults prefer to receive mentorship and guidance in the workplace, and how can businesses and managers adapt to meet these preferences?
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What are some examples of Gen Z's influence on the economy, and how can businesses leverage this influence to better connect with and drive results from this audience?
TIMESTAMP HIGHLIGHTS FROM PODCAST EPISODE
- 00:00 Ian Baer discusses Gen Z and marketing insights.
- 05:44 Gen Z: First social media native generation.
- 07:55 Older generations seek stable career paths, Gen Z seeks entrepreneurship.
- 12:56 College students labeled as the loneliest population.
- 16:37 Traditional brand equity doesn't work with Gen Z.
- 19:05 Influencer endorsements sway consumer purchasing decisions.
- 23:34 Gen Z males aggressive investors, females savers.
- 25:34 Gen Z saw parents laid off, distrusts institutions.
CONNECT WITH IAN BAER AND SOOTH
- Website: https://www.soothbetold.com/
- LinkedIn: https://www.linkedin.com/in/ianbaer/
- Email Ian at: hello@soothbetold.com
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ABOUT MARKETING WITH EMPATHY PODCAST HOST, SARAH PANUS
Marketers don’t have enough time to do content marketing well. Sarah Panus helps you check storytelling projects off your marketing to-do list using 20 years of frameworks and methods, so you get your time back while confidently engaging new + existing customers.
It shouldn’t feel like you’re falling behind because you can’t get your content work done. Sarah understands how hard it is to juggle your demands. Clients: Sleep Number, Starbucks, LegalZoom, Katie Couric Media, Thrive Global, Nestle Waters, Lindt Chocolate, American Heart Association, Alta Tech, King Technology, Christos Bridal, LegalZoom, etc.
She’s a brand storytelling consultant, podcast host of Marketing With Empathy® (top 5% of all marketing podcasts), Certified StoryBrand Guide, and owner of Kindred Speak® consulting. Sarah works with clients by either doing the work for them through her freelance consulting services; OR, coaching them to think like Editorial Content Directors in one of her online courses. Visit www.kindredspeak.com to learn more.
