Why VR Is the Perfect Way to Woo Gen Z’ers
As brands managers and marketers grapple with Millennials, a far more influential group of consumers is emerging: the Gen Z’ers. Gen Z’ers — those individuals born between 1998 and 2008 — are more culturally, environmentally and socio-economically aware than their predecessors. In just three years, Gen Z will represent 40% of US consumer spending! They are also positioned to become the single largest group of consumers worldwide.
Much is at stake for brands that wish to stay relevant in this new world of increasingly intuitive and intelligent individuals. Like any successful relationship, the ability to build meaningful connections with Gen Z requires a nuanced approach. Gen Z’ers have a shorter attention span than most, but are willing to explore a brand relationship if they feel an authentic story is being told, as long as that the story is not outside the bounds of what the brand stands for. So how does this relate to VR?
According to Roy DeYoung, SVP of Creative Strategy at PMX Agency, VR is the next frontier for building authentic experiences, particularly for Gen Z. “VR allows brands to explore more immersive, connected relationships with consumers,” DeYoung explains. According to International Data Corporation’s (IDC) study “Worldwide Quarterly Augmented and Virtual Reality Headset Tracker,” 8.1 million virtual and augmented reality headsets were shipped to consumers around the world in 2016 alone. By 2021, that number is predicted to grow to 60 million, reflecting an increasing interest in this emerging tech.