The Disconnect: Why Your Startup Isn't Resonating with Gen Z

Photo: Javier Captures The World/Pexels

Regardless of where life takes you, wherever you may find yourself, you could be certain that unless you decide to live in total isolation—you’re almost certain to find tribes there. That’s because wherever a community exists, so will tribes. 

Perhaps the best description of what comprises a tribe, was articulated by the godfather of modern marketing himself, Seth Godin, in his aptly titled book, Tribes: We Need You to Lead Us.

In the book, Godin declares, “A tribe is a group of people connected to one another, connected to a leader, and connected to an idea.” As always, Seth Godin is absolutely on point in his assertion of what comprises a tribe. And based on that very definition, Gen Z most certainly cannot be considered a tribe.

While the demographic isn’t a monolith like tribes are, Gen Z consumers do share a set of ideals that are connected to one another. And if you’re wondering why your startup isn’t resonating with them, it is most likely because of one reason. 

Your brand isn’t making the right association

For as far back as I can remember, ever since I was a kid, for some strange reason (unbeknownst to me as a child, but would begin to make much more sense later in life), innately, I have always loved to play word association games with others. 

Maybe it’s because there’s just something that is so revealing about deciphering the way people think in real time as they voice the first word that comes to mind about particular people, places, and things. 

So you could imagine how elated I was after discovering just how big of a role the use of word association devices like: consumer surveys, polls, and questionnaires played in the daily functions of being a marketing professional once I decided to become one. 

Word associations are incredibly important in marketing because in most cases, the very first words to enter the mind of consumers while thinking about a brand is what will determine whether they’ll perceive the brand favorably or not. Which in turn, will ultimately determine whether or not they’ll go on to support the brand or not. 

If your startup isn’t resonating with Gen Zers, it’s likely because the words that they associate with it aren’t compelling to them. But don’t worry, we can surely fix that by ensuring that your brand is associated with the right thing. 

What is the right association? 

Bear in mind that while Gen Z is not a tribe, and the demographic does not have one particular leader, Gen Zers are subject to gravitate towards one particular thing. That thing in question has a tremendous influence over their purchasing decisions. The brands they’ll support. As well as just about every other facet of their way of life. 

Care to take a guess of what that thing is? Well, if your guess did not consist of contemporary culture, that guess would be incorrect.

Like moths to a flame, Gen Zers are drawn towards brands that exude what’s hot in contemporary culture. In other words, Gen Z consumers are far more inclined to support brands that are culturally relevant. 

No matter how great your products are or how amazing your services may be, if Gen Zers do not associate your startup’s brand with contemporary culture, meaning, whenever your brand enters their mind, they do not associate it with being culturally relevant; the brand will always fail to resonate with them.

Let’s make your startup resonate 

At Decryption, we specialize in making sure that our clients’ brands exude contemporary culture in the eyes of their target audience. Now that you’ve already done most of the heavy lifting by building your startup—allow us to do what we’d all love—which is make it irresistible to today’s consumers. 

To become a Decryption client, simply schedule a complimentary client consultation with us today and we’ll begin the process of ensuring that your startup becomes the next brand to advance by connecting via culture!