7% of Generation Z wants to see advertisements on social media, while 65% prefer to consume entertainment. Studies have shown that the public, and specifically Generation Z, now expects brands to be engaged, assertive, and authentic in a multi-faceted culture.
Some brands (such as Red Bull, Nike, Heineken, etc.) have developed “entertainment marketing” strategies based on the need to present themselves to the public as true culture players. By leveraging partnerships or exploiting their own universes, the logic is less about transactional marketing than creating authentic experiences to convince the public to be interested in their value propositions. For brands, it is therefore no longer just a question of visibility or image association, but mainly of having the opportunity to embody, through concrete actions, their positioning and role in an extended multicultural universe.
An Extended Multicultural Universe
The rules of the game have changed. The public is no longer solely attached to a defined territory such as music, cinema, fashion, contemporary art, or humor. Interests and passions are becoming wider, more eclectic, and the boundaries between universes are therefore becoming more blurred. Individuals now cumulate various interests that cross and complicate the understanding of their personalities. This characteristic is even more present among Generation Z, 88% of whom do not want to be defined by a single passion. Different disciplines therefore intermingle to form a new complex cultural landscape, in which brands must evolve to open their fields of action and assert their position. It is no longer about being a player in music, art, etc., but about being a part of a complete lifestyle.
The Acceleration of Digital and Web3
The digitalization had already contributed to the democratization of culture by increasing accessibility and the emergence of new formats. This has been accelerated as a result of the Covid-19 pandemic and the third era of internet history: web3. The new generations are fans of increasingly immersive and personalized video games, create and exchange content permanently. They access it at all times (music, films, series, information), buy digital properties (NFTs), and actively participate in the development of tomorrow’s world (environment, equality, co-creation of products, etc.). Hybrid consumption has thus become the new norm. In fact, 86% of Generation Z said that their passions have become even more varied and their content consumption even more multichannel as a result of the health crisis. The Digital supports (smartphones, tablets, laptops, etc.) have become the main gateway to cultural consumption and expression, and the web3 era is allowing for even more personalized, immersive, and interactive experiences. Brands must therefore adapt to this new reality and create engaging and meaningful content that appeals to the multi-faceted interests of Generation Z.
The need for authenticity and emotion
85% of consumers are more inclined to make a purchase after living an emotional experience: 70% of participants become loyal customers afterwards. Therefore, it is essential for brands to offer experiences based on the passions and interests of their consumers. This will allow them to more easily reach the famous Generation Z, notably increase the creation of content by influencers and media, or simply create an emotional connection with the public. However, the need for authenticity implies consistency in order to avoid interrupting culture with promotional messages. No one watches a video on YouTube for the advertisements that precede it, just as no one goes to a music festival to buy new shoes or open a bank account. The challenge is therefore to create experiences that inspire and entertain without forgetting to take into account commercial goals.
The necessity of an integrated marketing communication approach
The public now expects brands to fully embody their messages in a hybrid multichannel approach. The cultural entertainment experiences created by brands are not an end in themselves. They are the beating heart of their identity, in service of which traditional communication channels are integrated: billboards, PR, influencers, digital campaigns. Multiplied, they will allow for the development of larger interaction programs and the expansion of the community.