I came across an article by Neil Patel the other day about Transparency marketing, and one bit really stood out to me about how younger people have greater importance to transparency marketing.
“They value transparency and honesty, and they want brands to be real.” – Niel Patel
Now if you don’t know already, Generation Z is anyone who was born between 1995 and 2012. What’s the difference between people born before 1995 you ask? Technology of course!
As I was reading the article and finding out about the different stats regarding Generation Z, in my head all I could think about was ‘Yep that sounds like my younger sister’ – born in 1997 and is ALWAYS scrolling through social media and saying how much she likes this person’s outfits or wants to get the same object as another person.
This then gave me an idea – Rather than searching through even more stats on Google, I wanted to find out directly from a “Generation Z’er” (aka my younger sister) on what they look for when considering buying a product or service, and whether or not transparency marketing really works.
Here’s what I found out:
What’s your favourite social media platform and why?
“I mainly use Instagram and Snapchat, because it’s all pictures and videos and I don’t have to do much reading. Plus, it’s easier to look at a product/service and get an idea about them rather than reading some text about it”.
Who do you follow on Instagram and Snapchat?
“The majority of people I follow are some kind of fashion or fitness influencers”.
When you say influencers, do you mean celebs?
“Some of them are celebs, but I mainly follow bloggers/influencers who have built a following of their own”.
Why do you follow them?
“I follow celebs for an entertainment purpose, whereas with bloggers and influencers, I like to see what the latest trends are in the fashion world, and a lot of the bloggers have discount codes they give out which is an added bonus! The fitness influencers also give me ideas about workout routines and what food or supplements to have”.
You mention discount codes, so would you buy what that influencer is posting about?
“Well yes. I can see what the product looks like and the influencer mentions what is good about it. You can’t always see what a product is like on a website because they are made to look good on a model or a celeb for their advertising but then when it arrives to your door it looks completely different! It’s the same with services, a lot of companies will use typical advertising images or use a celeb so you don’t know if their service is the real deal or not. I’d much prefer to go with a service that I have seen evidence of on a ‘real person’ who has used it themselves. It’s sort of like being recommended by a friend”.
What about promotional posts, would you buy something from them?
“Hmm I tend to just skip ads if I’m honest as they get on my nerves, especially before videos!
What about websites themselves, does the look of a website influence your choice on whether or not to buy from that site?
“Yes! If a website looks old then I won’t use it. It’s the same if a website doesn’t appear properly on my phone – if I have to constantly zoom in on stuff then I just come away and find a different site to go on”.
Why won’t you use a site that looks old?
“Well if their website is old or looks old then I tend to relate that to their products or services. It almost comes across that they ‘can’t be bothered’ so why should I be bothered about buying something from them? Not only that, but old sites do not feel trustworthy for some reason”.
So why does Transparency Marketing appeal to Generation Z…
It seems the Generation Z have a slightly different outlook on social media and the web as to what older generations do. With so many different companies now offering products and services, I guess you would like to know what you are buying beforehand by some sort of recommendation, and with so many influencers around who are giving their own opinions and photos of products or services, you can see why the younger generation follow these people to get an idea of what to buy.
However, this is our assumption based on just one person’s view…
Now we want to get you guys involved and help up conduct some more research into how transparency marketing works on you! Whether you are a “Generation Z’er” or not, we want to hear your thoughts! Leave your comment below.