This pillar describes the generation of people being targeted by brands and businesses. Generation Z are people born between 1997 and 2012 (Dimock, 2019), major events of this generation include the new digital age, increased concern for climate change and COVID-19 (McKinsey & Company, 2023). Gen Z as consumers typically care about how a product affects the planet, whether it’s ethical and if it’s accessible to all (Francis & Hoefel, 2018). A business targeting this generation needs to be sourcing materials ethically, doing what they can to contribute to and lessen the effects of climate change and making sure their products are accessible to people of every background.

With Gen Z being so confident in today’s digital era, online shopping is something the majority of this generation use, over 40% shop online to purchase more than half of their clothing (Brewis, 2023). To grab the attention of this audience, a business must have a well-functioning online platform. Gen Z have a massive impact on the beauty industry, ‘trendsetting’ on platforms such as Tik Tok and Instagram and sending products viral. The industry needs to keep up with these rapidly changing trends to ensure the products they’re creating stay relevant (Copping, 2022).

Gen Z are passionate about brands being diverse and inclusive, for example multiple shade ranges in foundation, hair treatments that are suitable for every hair type and skincare for all skin types from oily to dry and young to aged. ‘Consumers continue to feel that there are unrealistic standards of beauty and some groups feel entirely ignored by brands.’ Such brands need to take care not to market products to remove or cover up ‘imperfections’, for example ‘anti-cellulite’ creams and to instead promote their products using diverse models that relate to the gen Z population and increase their self-esteem (Mintel, 2022). A company that responded to diversity is Kohl Kreatives, who released a brush collection in 2018 that catered to those with a motor-disability. The brushes were able to stand up on their own, had high flexibility and handles with an easy grip (Hitchon, 2020).

In terms of making a brand successful, good communication is a key skill, you need to be able to translate information to manufacturers, marketers, laboratories etc, but most importantly the consumer (Gravel AI, 2022). Another vital skill is individuality and the ability to be creative, in terms of the product itself, the branding and the marketing – especially across social media. This will allow the product to succeed by exceeding competitors and engaging more customers (deBara, 2019).

Works Cited

Brewis, D., 2023. What Generation Z expects from the online retail experience. [Online] 
Available at: https://www.imrg.org/blog/generation-z-online-retail-expectations/#:~:text=Instore%20remains%20important%20to%20them,of%20their%20clothing%20items%20online.
[Accessed 16 October 2023].

Copping, E., 2022. Gen Z & TikTok’s influence on Beauty. [Online] 
Available at: https://www.dalziel-pow.com/news/gen-z-tiktok-and-the-influence-on-beauty#
[Accessed 16 October 2023].

deBara, D., 2019. Cosmetics branding: how to build a brand in the beauty industry. [Online] 
Available at: https://99designs.com/blog/logo-branding/cosmetics-branding/
[Accessed 16 October 2023].

Dimock, M., 2019. Defining generations: Where Millenials end and Generation Z begins. [Online] 
Available at: https://www.pewresearch.org/short-reads/2019/01/17/where-millennials-end-and-generation-z-begins/
[Accessed 16 October 2023].

Francis, T. & Hoefel, F., 2018. ‘True Gen’: Generation Z and its implications for companies. [Online] 
Available at: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies
[Accessed 16 October 2023].

Gravel AI, 2022. Which skills are required to be a cosmetics NPD manager?. [Online] 
Available at: https://gravelai.com/what-skills-are-required-to-be-a-cosmetics-npd-manager
[Accessed 16 October 2023].

Hitchon, R., 2020. A Guide To The Most Inclusive Beauty Brands. [Online] 
Available at: https://keiseimagazine.com/a-guide-to-the-most-inclusive-beauty-brands/
[Accessed 16 October 2023].

McKinsey & Company, 2023. What is Gen Z?. [Online] 
Available at: https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z#
[Accessed 16 October 2023].

Mintel, 2022. Demand for inclusivity in beauty gets louder: 25% of Gen Z feel left out of beauty advertisements. [Online] 
Available at: https://www.mintel.com/press-centre/demand-for-inclusivity-in-beauty-gets-louder-25-of-gen-z-feel-left-out-of-beauty-advertisements/
[Accessed 16 October 2023].