Lucia Bittar explains why Generation Z is so important for brands, especially in the technology sector
Generation Z has become the object of desire for major brands, such as Samsung, which invest a large part of their resources trying to understand these young people. In the following interview, Lucia Bittar, director of mobile experience marketing at Samsung Brazil – the largest cell phone manufacturer in the world – explains why these young people are so important, especially for the technology sector, after all, they are an ultra-connected generation.
“Formed by individuals born between the second half of the 1990s and 2010, Generation Z has gained influence in defining new consumer trends. In technology, this is even stronger, since Generation Z is highly connected,” highlights Lucia. And she adds: “In addition to exerting influence over people of different ages, this generation also has a significant impact on the market,” indicates the executive.
Why has Generation Z become Samsung’s preferred target?
Reaching out to younger people is the goal of most brands, as it contributes to their sustainability, but that doesn’t mean giving up on other audiences. Our commitment is to meet the needs and desires of different profiles and generations and to continue investing in innovation to transform people’s relationship with technology. This is reflected in our broad portfolio of different products for different needs. Made up of individuals born between the second half of the 1990s and 2010, Generation Z has gained influence in defining new consumer trends. In technology, this is even stronger, as Generation Z is highly connected. In addition to influencing people of different ages, this generation also has a significant impact on the market. As digital natives, the possibilities for creating ways to connect with them are practically limitless. The goal of communicating with Generation Z is global, but we always take care to give “a local flavor” to the projects and actions of each country. To ensure that our latest products reach consumers, regardless of their generation, we work with a 360º media mix strategy, so that we can be present on broadcast TV, digital, OOH and on platforms such as TikTok, among others. We know that this is a daily challenge and, through curation and adaptations, we always seek to adapt the content to the chosen media. With this in mind, in 2021 Samsung launched the Future Generation Lab, a global strategic area focused on strengthening ties with the new generations, with an initial emphasis on the Z. This group is made up of employees in their 20s, belonging to the Z, chosen to guide the company in the development of initiatives, products and services aimed at this audience. Here in Brazil, shortly before the Olympics, we launched a campaign that focuses on the emotional memory brought by the staircase that marked Rayssa Leal’s first public “flight”. In the film, she performs one of the most famous skateboarding maneuvers, the heelflip, which some time later would make her one of the stars of Brazilian sports. Titled ‘Eternal Flip’, the film symbolizes Rayssa’s journey, which began in her hometown, Imperatriz (MA), with images that show the versatility of Samsung’s new foldable to accompany people in their daily activities. Rayssa was chosen as one of our ambassadors primarily because of the values she carries: challenging limits and the pursuit of excellence, as our brand purpose. But she was also chosen because of her connection with Generation Z.
What is the consumption of Generation Z in Brazil?
Generation Z’s consumption, choices and purchasing decisions tend to reflect their values. In a way, brands are seen as people, with opinions, principles and a high level of symbolism. This audience wants to know the origin of the products they consume and whether the companies responsible for them have a clear position on social and sustainability issues, for example. In addition, they expect brands to be present on social media in an authentic and relevant way. Generation Z’s consumer behavior is more focused on companies that defend their ideas and support movements, such as reducing environmental impacts. Here at Samsung, we expand our connection with Brazilians without losing consistency and alignment with our global strategy. We seek to think ‘outside the box’ to present our portfolio in a creative and impactful way. We are in constant contact with the brand’s fans, who always offer us powerful insights on how we can make products and services available, with new technologies that are coming to our products and helping to transform habits. These young people, born in the age of social media, expect brands to treat them as unique and to enable two-way communication, that is, they want to be heard. This is a major shift in marketing. Before, companies simply sent their messages, characterizing one-way communication. Today, they receive constant feedback from their users and fans and if they want to strengthen themselves, they need to listen and act.
Read the full report in the print edition of September 9th.
