STEVE ELLUL

Marketing trends are constantly changing, especially nowadays when different social media – together with their everchanging algorithms – are such primary parts of marketing strategies.

This is especially the case since younger generations, such as Gen-Z, the demographic cohort made up of people born in the mid-to-late 1990s until the early 2010s, are heavily reliant on social media.

In order to tackle this, The Growth Bully Founder and CEO Stephen Ellul on Wednesday shared five emerging trends that “can’t be ignored” when a company is targeting the Gen-Z market.

Firstly, Mr Ellul, who is a part of Gen-Z himself, noted that short-form video is “crucial” for engaging the generation’s short attention span. This can be seen through the rise of platforms such as TikTok, as well as features like Instagram Reels and YouTube Shorts, all of which allow short and snappy videos to get the point across immediately.

Secondly, he remarked that “conscious consumerism is rising”.

Making reference to the increased popularity of more ethically sourced products and sustainable solutions, Mr Ellul said that “Gen-Z prioritises socially and environmentally responsible brands”.

He continued by stating that virtual experiences are “the new norm” due to the COVID-19 pandemic. “Businesses that offer engaging virtual experiences, such as online events or product try-ons, will connect with Gen-Z,” he added.

Additionally, he emphasised how personalisation is “essential”, as Gen-Z “expects personalised experiences and messaging”.

Lastly, Mr Ellul said that mental health is a “top priority” for the generation, as businesses that “offer support and resources” for mental health will be able to “connect” with it in an easier manner.

“To create authentic and engaging marketing efforts that resonate with Gen-Z, businesses must stay current on emerging trends and act quickly, or get left behind,” he concluded.

Mr Ellul founded The Growth Bully in 2021 with the aim to utilise his experience in marketing, events, social media, and business development to assist businesses and brands in connecting with their customers and grow their sales through B2B and B2C activations. The team has since grown and now services over 90 clients across various industries, including medical aesthetics, reproductive health, hospitality, fitness, e-commerce, and real estate, among others.

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