As a Gen Z consumer, I like to think of myself as savvy and in control of my purchasing decisions. But if I’m being honest, there are plenty of times when marketing strategies reel me in without me even realizing it. Whether it’s jumping on the latest trend, staying loyal to a beloved brand, or being swayed by eye-catching designs, I’m often a prime target for the tactics that brands use to capture my attention. In this essay, I’m pulling back the curtain on how these strategies work on me—and maybe on you too.
Bandwagon
I will admit- I’m sometimes a sucker for trendy products. I have a Stanley Tumbler and an Apple Watch because everyone in my classes has them, and they look super cool. So of course, I bought them. Did they make me cooler? Probably not. But I felt cooler, and that’s what matters.
Brand loyalty
A few brands that I am a diehard fan of are Coke-a-Cola, HEB, and Disney. I refuse to have Pepsi. I will go out of my way to go to HEB even if a Kroger is closer. I also love everything Disney, anyone who knows me knows that I love Disney. Why am I loyal to these brands? I have such a personal connection to them. Would I actually know the difference between a Coke and a Pepsi in a blind taste test? Not at all. But I am loyal to the brand, so I will only buy from them.
Social media influence
Like many people, I downloaded Duolingo when it went viral on TikTok. Did I need to learn a new language? No. Was I interested in learning a new language before? Also no. But their videos were so absurd and so funny, I had to support them.
Product design
Like I’ve said in another article, whoever said “Don’t judge a book by its cover” was not in marketing. Yes, I have bought something just because it was pretty. I’ve definitely bought things just because they were pretty—wines, books, candles, you name it. Does the pleasing look always reflect the quality? Not necessarily. But if it’s sparkly and makes me happy, that’s enough for me.
Brand story
Sometimes I want to support a business just because I love their story and values. This usually goes for small businesses, but some large corporations do this really well too (Disney, for example). If a business has an inspiring story, I am more than willing to support them.
So there you have it—my not-so-secret confessions as a Gen Z consumer who’s totally influenced by marketing. Whether it’s the allure of fitting in with the latest trends, my unwavering loyalty to certain brands, or just being drawn in by something shiny and new, I’ve realized that marketing plays a bigger role in my choices than I’d like to admit. But you know what? I’m okay with that. After all, a little bit of fun and excitement in shopping never hurt anyone, right? At the end of the day, these strategies work on me because they make me feel good, and that’s something I can’t resist.
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