What to be mindful of while catering to gen Z in direct selling?
Generation Z stands out from other generations in various ways. They are tech-savvy, financially careful, and very sharp with the things they do and handle with. And hence, catering to them could be a little different from others as they look at the practical side of things and are intolerant of beating around the bush. They believe in getting things done at a faster pace in the most efficient and simplest way possible.
McKinsey in their recent study justifies this statement with their findings that is, Gen Zers maintain strong relationships with direct selling brands at a different level compared to previous generations. And hence, the report suggests three important ways to help brands build long-term relationships with their Gen Z customers.
1. Consumption as access rather than a possession - where a brand that gives Gen Zers good service is sure to catch their attention as they consider the value of a product as a service itself rather than just owning a commodity. Your brand’s credibility and publicity will increase manifolds as they take the feedback to their friends' circle be it good or bad. As influencers or otherwise, they would help your brand to build its credibility through their word of mouth and feedback sharing in their online and offline social circles.
2. Consumption as a matter of ethical concern - Gen Zers consider morale and ethics as key components in life and hence they support and promote brands that maintain high ethical standards with their products and services. GenZers keep up several values in their workplace and stick to their ideologies firmly.
3. Consumption as an expression of individual identity - Gen Z and millennials love carrying a brand as an identity on them. They consider a brand that they find comfortable as a personal choice and identity and stay closer to the brand by promoting them in their circles and in the digital space.
Gen Zers find the ease of access and technological updation as very appealing factors for any brand. And hence, for any direct selling company, it is important to get their businesses upgraded socially, digitally, and in mobile ways. Apart from this, they are always on the lookout for enhancing their skills which happens quite often with direct selling companies that they do overall skill development of their workforce. Incorporating interactive and gamified training for distributor training modules will help them stay active throughout their course with the brand.
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