"Connecting with Gen Z is crucial for brands, especially as teens and twenty-somethings gain spending power and influence. But doing so can be a bit of an art. That's why a new crop of companies are offering "translation" services for brands that want to speak Gen Z's language and, as they say, get "locked in." While many Gen Z translation businesses are still in their infancy, the Wall Street Journal reported that it already represents a multi-million-dollar industry."
"At the same time, Gen Z is far more digitally native than their predecessors, meaning they are far more used to getting information, shopping, and managing their lives online. They also seem extremely driven to make choices according to their values. According to a Lightspeed Commerce report, released earlier this year, 96% of Gen Z says they shop according to their values."
Brands increasingly hire firms that provide Gen Z "translation"—strategic services designed to help companies speak the generation's language and win lasting loyalty. The market for such services is already multimillion-dollar, and analysts project Gen Z's spending power could rise from $9.8 trillion in 2024 to $12.6 trillion by 2030. Gen Zers are digitally native, accustomed to getting information, shopping, and managing life online. They prioritize values when purchasing; a Lightspeed Commerce report finds 96% of Gen Z shop according to their values. Agencies like NightyEight and Edelman leverage Gen Z communities and rapid trend tracking to craft resonant marketing.
Read at Fast Company
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