85% of Generation Z considers it essential for brands to create a sense of belonging. If your strategy does not account for community, you are falling behind.
Globally, this generation commands a purchasing power of approximately $9.8 trillion. Combined with their influence on family purchasing decisions, Gen Z is reshaping the retail landscape.
However, there is a disconnect between what retailers believe works and what actually resonates with these consumers. While more than half of marketing professionals consider their campaigns relevant to Gen Z, only 42% of young consumers agree, and 70% claim they struggle to find brands that are relevant and interesting.
Many brands invest millions trying to position themselves at the center of cultural relevance, only to discover that Gen Z considers them boring or outdated.
The root problem is saturation. Three-quarters of these young adults report that excessive advertising has negatively impacted their digital experience. Furthermore, they easily detect when brands try too hard to go viral. For this generation, authenticity is non-negotiable.
Gen Z prioritizes a sense of belonging. They are not seeking more content; they are seeking community. They do not want to be an audience; they want to be part of something meaningful.
How can retailers build this trust? Here are five strategies:
1. Embed community into every aspect of the business. Community should not be an isolated marketing tactic. It must permeate everything from product development to the in-store experience. Constantly ask yourself what your brand can do for this community.
2. Connect with the real world and physical experiences. Despite their digital nature, Gen Z demands integration between the online and physical worlds. Host in-store events that allow your community to meet face-to-face. Create immersive experiences that allow users to touch, feel, and dive deep into your brand.
3. Foster exclusive niche communities. In the face of mass social media saturation, these consumers seek privacy and exclusivity. Instead of chasing mass reach, create closed spaces—such as Discord groups or private chats—where your most engaged customers can genuinely connect.
4. Rethink influence and prioritize authenticity. Gen Z finds peer recommendations more influential than traditional marketing. Work with nano and micro-influencers who generate authentic trust. Likewise, elevate the voices of your store associates: when real employees share their experiences, they cut through skepticism and build genuine credibility.
5. Encourage co-creation and listen actively. Nearly one-third of Gen Z states that the biggest appeal of a brand community is the ability to influence it through feedback. Invite your customers to the table. Hand them the creative reins so they can use your brand as a platform for expression. When consumers co-create, they become natural ambassadors.
Community building requires flawless operational foundations. With Frogmi, you can ensure that your store locations consistently meet the standards you promise to deliver. Products are available in the right places, pricing is implemented correctly, promotions are executed as planned, and teams are trained to deliver exceptional experiences.
Furthermore, the platform keeps the entire team aligned with the guidelines, values, and brand messages you wish to project. You ensure that store associates consistently execute the initiatives defined at the corporate level because community is built day by day in every interaction with your customers.
The future of retail is about belonging. Brands that understand this will win the preference and, more importantly, the unwavering loyalty of the generation redefining commerce.
