editorI didn’t know how I started following her on social media, but I noticed she was a
final-year engineering student at the prestigious University of Lagos with her
own print shop, already attracting quality customers and printing some real
good and professional stuff.
Curious, I chatted her up online and asked for her number. When I called a few days later,
she was surprised that I was going to visit her print shop, “No way, Mr. Akin!
I’m not worthy to receive you, sir!” But I was determined to visit her… If you are reading this, you already know who you are, and I’m saying publicly that I am so proud of you. “From engineering student to print shop mogul – Hardworking Gen Z rewriting the rulebook!”
This write-up aims to extract strategies from the methods that Gen Z’s are using to set
up their businesses against all odds. Let’s X-ray the life of Gen Z, those born
roughly between 1997 and 2012. If we look closely, we see that they have
distinct preferences and behaviours different from preceding generations. Even
when they boldly set up print shops, they seem to avoid traditional brands and
established paths.
Why Does Gen Z Avoid Traditional Brands?
From my relating with them, I can see that a typical Gen Z values authenticity and
transparency. They are skeptical of brands that come across as inauthentic or
overly polished. If you’re not genuine and transparent in your marketing,
you’re a turn-off. Showcase real stories and user-generated content, and avoid
overly scripted promotions to become a collaborator or stakeholder in a Gen Z
business.
Secondly, they are highly aware of social, environmental, and political issues. They prefer
brands that take a stand and actively contribute to positive change without
pretense. If you will demonstrate a commitment to social and environmental
causes. Support movements and initiatives that matter to Gen Z, and make your
contributions visible and impactful then you will be a Gen Z compliant business.
In trying to find a right way to put it please manage this quote – “In a world of traditional brands, be a Gen Z standout – authentic,
bold, and tech-savvy!”
Thirdly, as they are growing up with the internet, they navigate online spaces with ease
and are wary of traditional marketing tactics. They rely heavily on peer
reviews, influencers, and social media for recommendations. And this comes so naturally to a Gen Z business.
Number four, they expect personalized experiences and products tailored to their unique
preferences. Generic, one-size-fits-all approaches don’t appeal to them. For
instance, this young lady expertly creates content that shares her work
experiences, highlights customer desires, details her process, and even
discusses challenges. Clients are attracted through her storytelling marketing
approach, which creates a pure and undiluted connection. I personally also admire her consistency.
Number five, Gen Z values innovation and novelty. They stay ahead by continually updating
their offerings and adopting the latest trends and technologies. They are
especially skilled in providing quick and efficient customer service through
channels like social media, chatbots, and instant messaging. Gen Z expects
prompt responses and seamless interactions.
Lastly, Gen Z is cautious about how their data is being used by brands. They prefer brands
that respect and protect their privacy. This feature is transferred into the
way they do their business, so they are not struggling to become everyone
little secret expanding their customer base even beyond their professional network.
Real-Life Example
I know another young entrepreneur and his friends, after schooling abroad, returned
home to set up a T-shirt printing business to support their clothing brand.
They have not only sparked a trend in street fashion but also created
employment, vocational training for thousands of young people, and eventually a
pool of brand owners who can use their popular e-commerce platform to display
and sell their own brands, I already see an army gradually growing and learning to
be top professionals in an industry that cut across age, gender, tribe or religious
affiliation. The smartest part however is that all those on their platform
automatically have become first level loyal customers bringing all their design
and printing needs to the print shop that has been setup as a support for this
movement. We can say this is “Gen Z: Turning print shops into trendsetters, one personalized T-shirt at a time!”
By embracing Artificial Intelligence – AI, automation, Augmented Reality – AR, and other
emerging technologies, we will see more Gen Z’s revolutionizing traditional
printing processes, making them more efficient, sustainable, and aligned with
contemporary market demands. This approach not only preserves the relevance of
the printing industry but also opens new avenues for innovation and growth. In
my minds eyes I hear the Gen Z saying clearly “Forget cookie-cutter, Gen Z
wants custom-made, and are you ready to deliver?”
Let’s be clear that it’s a rapidly evolving market in the middle of a world that is fast
changing and experiencing myriads of low buying power, supply chain and value
chain logistics disruption and troubled economies, just maybe the Gen Z’s can
help us in understanding and adopting new strategies to connect businesses with
profit driven demography, after all we all want to thrive.
editor
