Mary Portas on Connecting with Gen Z - with Ruth Rogers

Mary writes…

“This week I’m exploring how brands can better engage with younger audiences and Generation Z.

The first thing to remember is simple – we’re all humans, not aliens. This means the same fundamental human needs, wants and desires run through all our veins. Whether that’s self-expression, freedom, belonging or love. But, of course, the youth generation of every era carries its own unique tensions, enemies, communications, innovations and ways of living.

So how do we connect with this Gen Z – a generation never not living through some sort of global crisis? A generation who want to rethink the rules because they have so little to lose – like millennials, they’re often worse off than their parents.

A generation who feel the weight of creating a better world on their shoulders, bonding deeply over shared beliefs and values, and choosing (often demanding) brands who share the same.

A generation for whom contradictions don’t necessarily clash, but playfully combine for new layers of meaning. So craving ‘new’ coincides with rejecting it; looking out for ‘me’ relies on championing ‘we’; security demands change; and calls for responsibility sit alongside calls for pure comedic release (i.e. cats).

Well, as always, it starts with understanding. A willingness to embrace the ‘ands’. And a good dose of humility, too – because, as brands, we are merely guests by invitation in this world... and there is much to learn.”

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Watch other episodes in the #Rebuild series on Mary Portas’ Youtube Channel.

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The team at Portas have created 6 reports that delve much deeper into the themes of Trust, Loyalty, Omnichannel, Engaging with Youth, Sales and Promotion and Wellbeing.

Find out more at weareportas.com/portas-reports