{"id":1526,"date":"2023-05-26T08:37:31","date_gmt":"2023-05-26T06:37:31","guid":{"rendered":"https:\/\/www.omediaparis.com\/?p=1526"},"modified":"2024-07-11T01:01:11","modified_gmt":"2024-07-10T23:01:11","slug":"generation-z-liberte-egalite-integrite","status":"publish","type":"post","link":"https:\/\/www.omediaparis.com\/fr\/generation-z-liberte-egalite-integrite\/","title":{"rendered":"G\u00e9n\u00e9ration Z : libert\u00e9, \u00e9galit\u00e9, int\u00e9grit\u00e9"},"content":{"rendered":"\t\t
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26<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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mai<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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G\u00e9n\u00e9ration Z : libert\u00e9, \u00e9galit\u00e9, int\u00e9grit\u00e9<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Totalement d\u00e9complex\u00e9e, la G\u00e9n\u00e9ration Z affiche ses valeurs comme constituants non n\u00e9gociables de sa consommation. Moins impulsive qu\u2019on ne le pense, cette \u00ab digital native generation \u00bb n\u2019est ni dupe ni na\u00efve. Et les marques n\u2019ont qu\u2019\u00e0 s\u2019adapter pour la conqu\u00e9rir.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Temps de lecture :<\/strong> 3 minutes<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Certains ne sont pas encore majeurs, \u00e0 peine adolescents. Les autres tout juste actifs. La \u00ab Gen Z \u00bb (individus n\u00e9s entre 1997 et 2012) s\u2019est totalement lib\u00e9r\u00e9e vis-\u00e0-vis des marques, de leurs repr\u00e9sentations et du discours qu\u2019elles v\u00e9hiculent. Aiguis\u00e9e \u00e0 la justice, \u00e9lev\u00e9e au changement climatique et biberonn\u00e9e aux r\u00e9seaux sociaux et aux influenceurs(ses), cette g\u00e9n\u00e9ration s\u2019affranchit, ajoutant du sens et de l\u2019intention \u00e0 sa consommation.<\/p>

Gare aux marques qui voudraient passer en force, et tenter de les s\u00e9duire par le charme de discours creux faisant miroiter des valeurs postiches. Identitaire, exigeante, ultra connect\u00e9e mais aussi isol\u00e9e, la Gen Z invente une nouvelle voie, rompant avec les Millennials (1980-1995) et les X (1965-1980).<\/p>

\u00ab Le changement climatique, les enjeux sociaux, les \u00e9galit\u00e9s salariales et la production \u00e9thique sont des valeurs non n\u00e9gociables\u00a0\u00bb<\/p><\/blockquote>

La Gen Z veut des marques qui r\u00e9pondent \u00e0 ses valeurs, les incarnent et les respectent. Et elle n\u2019h\u00e9site pas \u00e0 sanctionner celles qui n\u2019honorent pas leurs engagements ou les d\u00e9voient. Elle se tourne essentiellement vers des marques fiables, qui font ce qu\u2019elles disent et qui disent ce qu\u2019elles font. Id\u00e9aliste ou ing\u00e9nue diront certains, pragmatique et fid\u00e8le pour d\u2019autres. Le changement climatique, les enjeux sociaux, les \u00e9galit\u00e9s salariales et la production \u00e9thique sont quelques-unes de ces valeurs non n\u00e9gociables.<\/p>

La Gen Z consomme d\u2019abord via Twitch, TikTok ou Instagram, \u00e0 l\u2019aff\u00fbt des derni\u00e8res nouveaut\u00e9s en phase avec leurs rep\u00e8res mais aussi revendiqu\u00e9es par leur communaut\u00e9. Revers de cette consommation digitale, un isolement, renforc\u00e9 avec la crise du Covid. Pour s\u2019en extraire, la communaut\u00e9 prend le relai, d\u2019abord en \u00e9changes virtuels puis r\u00e9els ; les marques qui l\u2019ont bien compris pr\u00e9servent d\u00e9sormais des espaces physiques pour accueillir ces nouveaux consommateurs.<\/p>

Le dialogue instaur\u00e9 avec ces jeunes consommateurs est aussi en train d\u2019\u00e9voluer ; pour le luxe, l\u2019essence m\u00eame de sa nature, r\u00e9server un produit \u00e0 tr\u00e8s peu de personnes, est en train de voler en \u00e9clat, la Gen Z repla\u00e7ant le curseur, non pas sur la raret\u00e9 mais l\u2019authenticit\u00e9. Le live shopping, les NFTs, les collaborations avec des artistes constituent de puissants leviers de marketing ; le trafic g\u00e9n\u00e9r\u00e9 sur le site ou la plateforme de marque permet \u00e0 lui seul de capter cette nouvelle g\u00e9n\u00e9ration, quand la publicit\u00e9 traditionnelle ou le bouche-\u00e0-oreille avec journ\u00e9es priv\u00e9es contentaient les X. Les nouveaux canaux digitaux, le m\u00e9taverse permettent aussi aux personnes du monde entier de se rencontrer en un instant et en un seul endroit ; le virtuel sert le r\u00e9el et l\u2019incarne d\u00e9sormais.<\/p>

\u00ab La transparence doit s\u2019\u00e9riger en mod\u00e8le, l\u2019\u00e9thique en n\u00e9cessit\u00e9, l\u2019inclusion ne doit plus \u00eatre un sujet\u00a0\u00bb<\/p><\/blockquote>

Autre point de diff\u00e9renciation d\u2019avec leurs a\u00een\u00e9s : une consommation plus frugale, plus mesur\u00e9e. Le succ\u00e8s de Vinted traduit cet engouement pour le \u00ab\u00a0seconde main\u00a0\u00bb, l\u2019\u00e9change plut\u00f4t qu\u2019une consommation fr\u00e9n\u00e9tique. Et les marques devront l\u2019int\u00e9grer car la Gen Z est aujourd\u2019hui le groupe d\u00e9mographique le plus important du globe – elle repr\u00e9sentera m\u00eame 45% des achats du luxe d\u2019ici 2035 – avec encore de (tr\u00e8s) beaux jours devant elle pour dicter et imposer ses pr\u00e9rogatives.<\/p>

La transparence doit s\u2019\u00e9riger en mod\u00e8le, l\u2019\u00e9thique en n\u00e9cessit\u00e9, l\u2019inclusion ne doit plus \u00eatre un sujet, en t\u00e9moigne l\u2019initiative de certaines marques. Car la Gen Z est aussi loyale et sait faire le buzz \u00e0 bon escient. Toutefois, cela ne vaut pas d\u00e9votion : la moiti\u00e9 des Gen Z sont pr\u00eats \u00e0 zapper de marque si une autre est moins ch\u00e8re ou de qualit\u00e9 sup\u00e9rieure.<\/p>

Cette g\u00e9n\u00e9ration red\u00e9finit donc les codes du marketing relationnel traditionnel ; contrairement aux Millennials, elle rejette le superflu, le produit instagrammable ou juste esth\u00e9tique ; il lui faut du sens, de l\u2019engagement, de la preuve par l\u2019action. Son opinion importe et elle entend le faire savoir. Et l\u00e0 encore, la loyaut\u00e9 prime : la Gen Z est aussi pr\u00eate \u00e0 payer le prix fort pour l\u2019engagement sinc\u00e8re, voire plus cher pour une cause louable.<\/p>

\u00ab Humaniste et engag\u00e9e, la Gen Z prend le meilleur des deux mondes et invente un nouveau syncr\u00e9tisme, mixant all\u00e8grement digital et monde physique\u00a0\u00bb<\/p><\/blockquote>

Malgr\u00e9 sa rupture avec les anciennes g\u00e9n\u00e9rations, la Gen Z semble finalement faire la synth\u00e8se du digital et du physique, renouant m\u00eame avec les bonnes vieilles habitudes des X (voire des Y).<\/p>

Humaniste et engag\u00e9e, la Gen Z prend peut-\u00eatre le meilleur des deux mondes en cr\u00e9ant un nouveau syncr\u00e9tisme : la rapidit\u00e9 et l\u2019information du Digital, les vertus du contact humain de l\u2019ancien monde o\u00f9 \u00e9changer, se parler constituent les derniers refuges d\u2019une humanit\u00e9 retrouv\u00e9e.<\/p>

Un pont entre deux rives lanc\u00e9 par cette jeunesse, pr\u00eate \u00e0 changer le monde et toujours consciente qu\u2019\u00e0 plusieurs, on est plus forts. Et si nous l\u2019\u00e9coutions davantage ?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Contactez l\u2019un de nos experts en strat\u00e9gie de marque<\/a><\/span><\/p>\n

Benchmark, audit, tendances, plateforme de marque, lancement produits, naming, branding.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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D\u00e9couvrez nos strat\u00e9gies Social Media<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Totalement d\u00e9complex\u00e9e, la G\u00e9n\u00e9ration Z affiche ses valeurs comme constituants non n\u00e9gociables de sa consommation. Moins impulsive qu\u2019on ne le pense, cette […]<\/p>\n","protected":false},"author":1,"featured_media":1527,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"footnotes":""},"categories":[16],"tags":[],"class_list":["post-1526","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-omediatalk"],"yoast_head":"\nG\u00e9n\u00e9ration Z : libert\u00e9, \u00e9galit\u00e9, int\u00e9grit\u00e9 I OMEDIA PARIS<\/title>\n<meta name=\"description\" content=\"Totalement d\u00e9complex\u00e9e, la G\u00e9n\u00e9ration Z affiche ses valeurs comme constituants non n\u00e9gociables de sa consommation. 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