What Gen Z is Looking for in a Wellness Brand
A Holistic and Transparent Approach
Generation Z (1997-2012) makes up about 20% of the U.S. population. Gen Z is a unique generation, raised on and around technology, and has grown up on social media. Unlike Millennials, most of Gen Z barely remember a time when they couldn’t search for anything and get immediate answers. They’re a generation accustomed to consuming, receiving a lot of information through quick videos on TikTok and Instagram. It’s a double-edged sword – Gen Z encounters way more information than any other generation in history. With that comes a shorter attention span and information overload. People, on average, see over 10,000 images a day!
So, how can a health and wellness brand catch the attention of Gen Z consumers?
It’s not about catching their attention – it’s all about inviting them into your brand and being part of your community.
6 in 10 Gen Z report feeling a connection to other people who buy from the same brand (edelman.com). This is more than the convenience of a product or service. This is brand loyalty.
85% of Gen Z takes into account the sense of community the brand offers before purchasing (The State of Community).
It’s known that, to Gen Z, social media is the largest influence in their worldview. Sure, a lot of brands appear in nightly doom scrolls. But Gen Z has made it loud and clear – they are looking for brands that are transparent in their marketing and holistic in their approach. That offers them community and a place to share values with others.
Maybe it’s because of the number of opinions and products they’re exposed to daily. They are experts in sniffing out what's real and what is not. They don’t need a marketing degree to tell you if a brand feels authentic.
Building a Brand is Building a Community
Building a community lets what you sell go from a one-time service to a continual need. Having a community behind your brand builds trust among customers. It allows potential clients to get a sense of who you are and what you’re about before purchasing. Community building is a key part of a successful business funnel. As people, we rise when we are a part of something bigger than ourselves – a sense of purpose and commitment.
That might sound funny if you sell holistic skincare products. People rising up and finding purpose and commitment from a face wash. But it’s not about the face wash. It’s about a company that cares enough about the holistic health of people and the ethics of its business. That’s what the community rallies behind and comes together for. And by buying your face wash every other month, they affirm and contribute to the cause.
Gen Z wants value and a cause they can align with in their spending. By creating a community with your brand, you’re letting people be a part of what got you started in your business. The healing, empowerment, growth, and options you long to give others, Gen Z wants to join you in that.
How to Show Transparency & Build Community
Many business owners miss the opportunity to build a community around their brand. This can be one of the best ways to show the value of what you offer.
So, what’s the best way to build and foster the community? Emails! Time and time again, email sequences have the highest ROI of all marketing channels. For every $1 spent on email marketing, the return is $36 (litmus.com). Emails speak to your customers in a way that feels intentional and cozy compared to social media marketing. Emails are like a personal living room, because customers decide who they let come in and stay awhile.
You can offer value-based content that enriches the customer’s experience and builds loyalty. Remember the holistic skincare company above? Constant emails about the latest sale on face wash and lotion are tiring and boring over time. But the community isn’t built on the face wash. The community shares the belief and care for holistic wellbeing and quality skincare. That’s what’s going to catch Gen Z’s attention and build their loyalty to you. That's what strengthens the commitment to your business. On average, it costs a company five times more to sell to a new customer compared to selling to existing ones. With emails, you invest in building a community. You can have confidence that you're saving yourself money in the long run.
Gen Z’s process and reasoning for purchasing from a company make a lot of sense. The need for transparency and a community is an innate human need. And with the influence of social media, it makes sense to have our human needs reflected online. As a business with an online presence, it's important to know how to speak and understand the desires of potential customers.
If you’re looking for help starting an email sequence, I’m a copywriter for health and wellness brands. My goal is to expand your brand’s impact through crafting authentic copy that reflects your voice and your why. Save yourself the time and energy of email planning, creating, and tracking. With me, you can expect value-driven emails that build customer loyalty around your business.
You can book a free 30-minute consultation here, and we can discuss your community-building goals and outcomes.
Gen Z makes a big dent in the health and wellness space. They make up 40% of sales (McKinsey.com). So, let’s make sure your business is a part of those sales, and let’s build your community today!
With you on the journey,
Kath
