Wally Sabria Of The Axis Agency: Understanding The Culture, Values And Mentality Of Gen Z Is Vital

Wally Sabria, executive VP of the multicultural agency The Axis Agency, wrote an article on LinkedIn highlighting the importance advertisers must give to Generation Z (born after 1997), ethnically more diverse and the largest in the history of the U.S. And he said it was essential to understand the culture, values and mentality of these young consumers. Sabria referred to some Gen Z characteristics that will aid the formulation of marketing strategies that will attract these consumers. They include dependence on hyperconnectivity and mobile fluency, teenage activism, and their leadership in the struggle for social justice. In addition they suffer anxiety and depression more than anyone else, they are inclusive and accepting, and are a minority majority. They are also overwhelmingly multicultural. For each of these characteristics, Sabria offered advertisers some advice. First, they should campaign mainly on mobile media, since Gen Z does not know a world without the Internet and they prefer short format communications. Then, since they favor social activism, a social platform that defines the why and how of the product must be considered. Because of the anxiety and depression they suffer, Sabria advises observing the role the brand can perform in supporting them, both internally and externally. Ads must also avoid stereotypes and celebrate individual expression and identity. And since Gen Z is “overwhelmingly multicultural”, it is necessary to make sure that all the messages and images used are a reflection of that cultural and ethnic diversity.