Why Gen Z’s Expectations Matter to Your Social Media Strategy.
- rebecca7313
- Jan 22
- 3 min read
2024 saw Business's increasingly driven by the demands of Gen Z, rethinking their strategies to align with this socially conscious and digitally active generation. At Innov8 Social, we’ve been reflecting on how businesses can not only meet these expectations (we're HUGE advocates) but also how this can be communicated via their social channels as part of their content strategy for the benefit of both the business and the supported cause. It’s a hot topic in the maritime industry and beyond.
If it's something your business is genuinely passionate about, why wouldn’t it feature in your social media?
Is Gen Z Shaping the Maritime Market?
Gen Z’s influence is undeniable and are already in positions of change. This generation prioritises values over products, holding industries accountable for their environmental and social impact. They seek transparency and are quick to call out performative actions and in real time on brands social channels.
"Social media is the new shop window that the generation coming through use to check out a company. It reveals so much more about the company than a well-cultivated website does," Rebecca is quick to point this out, knowing some companies don't even have websites any longer and rely solely on their social media pages - in B2B too! If your company isn’t leveraging its social platforms to showcase its Environmental, Social, and Governance (ESG) efforts, you’re missing a significant opportunity to connect with this audience.
Why ESG Matters on Social Media
Social media is where Gen Z hangs out. They’re not just scrolling for entertainment—they’re researching brands and making decisions about who they want to engage with and support. By effectively communicating your ESG commitments, you’re not just demonstrating your business culture and values; you’re building trust and creating long-term relationships with those who may not be clients today, but may well be in the future.
When companies manage their social media well, strategically aligning it with their broader marketing efforts, the results are profound. And like Niki D'Hubert said in one of our recent podcasts (episode 3 click here) Marketing is omni channel with many touch points guiding buyers into who they wish to buy from. "The culture of the company is communicated for all to see," Rebecca says. It’s an opportunity to show you care, not just to Gen Z but to all stakeholders.
Actionable Steps: Start Small, Think Big
One of the biggest misconceptions is that you need grand initiatives to make a difference. "We should all be working to make a difference for positive change, whether you start off small, it’s the beginning of something. Shout about it, and it’s more likely to grow bigger." Rebecca encourages. Our team is making small changes in our homes, with the hopes of building to something grander. Whether that's making pledges that we will change our toilet roll provider, or use friendly chemicals in our toilets at home, it's a commitment we make to each other for our children to see the positives of those changes.
If you’re unsure how to start, consider reading this insightful article from Forbes, which explores how Gen Z is reshaping consumer behaviour. It’s a fascinating read that highlights this topic.
Aligning Your Social Media Strategy with Gen Z Values
At Innov8 Social, we’ve explored similar themes in our podcast "Social Media for Business," which highlights how to use genuine storytelling to resonate with your audience. In Episode 1. of our podcast, Georgios Hatzimanoulis from Marine Traffic discusses the importance of story telling and authenticity in businesses.
Provide real stories with the opportunity for real people to feature in them, spreading positive waves to help you build your community engagement and advocates of your brand. With ESG often comes collaboration, and social media is the ultimate digital space to grow and showcase this.
Final Thoughts
Social media is no longer optional for businesses—it’s essential. There are many strategies to use to position your brand, but ESG should feature in all. By authentically showcasing your ESG efforts, you can connect with not just Gen Z but all those professionals and clients who care and build a stronger, more positive brand. We often remind clients that, "When a company’s words and actions align, trust is built, and that’s invaluable."
So our question is, how your business is meeting the expectations of Gen Z?
For any advice or to continue this conversation, get in touch at hello@innov8social.co.uk
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