How to Capture Gen Z’s Attention Over and Over Again

Marketers and product developers try to understand the motivations behind each new generation to create concepts that capture attention and build brand loyalty. 

But what happens when a generation has no brand loyalty? 

Gen Z’s dedication to social media means they have grown up being fed a constant barrage of new ideas. As a group, they are not only much more likely to try new foods and beverages but are almost obsessed with what’s next.  

How can product developers tap into that sense of adventure as a strength rather than an obstacle?

Gen Z consumers care about: 

• Connection: Meals give consumers an excuse to gather. According to Sensient proprietary research, 80% of consumers reported their most memorable meal was with family, while Mintel reports 49% of Gen Z respondents said they go to restaurants to celebrate special occasions. 

• Adventure: One in five Gen Z consumers report they eat globally inspired foods every week, with an impressive 87% of Zoomers surveyed saying they want to see more global flavors at chain restaurants. 

• Authenticity: While global flavors continue to rise in popularity, there is still a lot of emphasis placed on regional favorites and authentic flavors for both categories. In addition, younger buyers want to align their values with their purchases, making it more important than ever to have a consistent brand voice despite brand hopping. 

• Experience: Gen Z consumers want their food and beverages to engage all their senses, going beyond simple nutrition to enjoy a sensory experience.  

• Recommendations and Trends: Digital media use is extensive with this generation, with social research, recommendations, and influencers motivating decision-making. 

Lessons to Incorporate 

Based on these behavior drivers, we can infer some valuable lessons to incorporate into product development. Consider these tips for grabbing – and keeping – Gen Z’s attention: 

1. Engage. Use social media to connect, entertain, inform, and share the story behind your company and products. 

2. Be authentic. Whether it is authentic flavors, ingredients, health claims, causes or stances, be truthful and transparent to earn trust. 

3. Provide connection via regional ties. Help locals and visitors feel like they belong to a tradition.  

4. Offer adventure via global flavors. Tap into the desire for cultural cuisine. Asian flavors are particularly popular, with most interest in East and Southeast Asian flavors. 

5. Create a sensory experience. Think about how color, aroma, texture and flavor all work together and influence perception. Use exciting descriptions to enhance expectations. 

6. Accept the challenge to recapture attention. Rather than lament the lack of loyalty, be open to renewing your relationship with consumers regularly. 

Each generation has its own quirks and quintessential personality. Contact us today to discuss flavors aimed at exciting and engaging Gen Z.