Zaka za m'ma 1960 zisanafike, achinyamata ankawoneka ngati omvera otsatsa malonda ndipo ambiri ankanyalanyazidwa. Zonse zidasintha ndi Baby Boomers. Iwo anali mbadwo waukulu kwambiri komanso wotchuka kwambiri m'mbiri ya anthu ogula zinthu zamakono, komabe mayendedwe awo a chikhalidwe cha anthu ndi kusakhulupirira kwamakampani kunasokoneza otsatsa omwe anayenera kuganiziranso mozama mabuku awo amasewera. Kumveka bwino? Kuyambira pamenepo, ogulitsa akhala akuyesera kuti afikire khomo lozungulira la mibadwo yachinyamata - kuchokera ku Boomers kupita ku Gen X kupita ku Millennials, ndipo tsopano Zoomers ndi Gen Alpha. Kufikira achinyamata ndi kulowa mu chikhalidwe cha chikhalidwe chakhala chopinga chosasinthika. Casey Lewis, mlangizi wa chikhalidwe cha anthu, wolemba pambuyo pa nyuzipepala ya After School komanso katswiri wa chikhalidwe cha anthu pakati pa omvera achichepere, akulongosola mwachidule motere: "Chilichonse chomwe sichikuyesera kufika ku Gen Z ndi Gen Alpha chimadzipangitsa kuti chikhale chopanda pake. Ngakhale simusamala kuti mukhale okhudzidwa. Pambuyo pazaka makumi ambiri akutsatsa mosalekeza kwa achinyamata, amalonda amadodometsedwanso ndi m'badwo watsopano. Monga Boomers asanabadwe, Gen Z ikuyimira mtundu watsopano wa ogula: nzika zakudijiti zomwe zikuchulukirachulukira kusuliza, motsogozedwa ndi zifukwa zamakhalidwe abwino ndipo nthawi zonse amakhala pa intaneti (kapena sichoncho?) Ndiozindikira kwambiri kuposa omwe adawatsogolera, zomwe zimakhumudwitsa otsatsa omwe amayesa kusokoneza kwambiri malamulo amomwe angawafikire popanda kuwoneka ngati akugwa. Mu bukhuli, tikufotokoza momwe Gen Z akufuna kuti ma brand awonekere pawailesi yakanema komanso zomwe zimafunika kuti agulitsidwe m'njira yoyenera. Gen Z kugwiritsa ntchito media Gen Z sanadziwepo dziko lopanda malo ochezera a pa Intaneti kapena intaneti. Zimakhazikika m'miyoyo yawo yatsiku ndi tsiku ndipo zimakhala ngati njira yawo yopitira kuti mudziwe zambiri. Malinga ndi kafukufuku wa Q2 2025 Sprout Pulse Survey, chikhalidwe cha anthu tsopano ndi malo # 1 omwe Gen Z amasaka - ngakhale kumenya injini zosaka zodziwika bwino. Titamufunsa Lewis momwe angafotokozere momwe Gen Z amagwiritsira ntchito chikhalidwe cha anthu, adayankha kuti, "Funso labwino ndiloti sagwiritsa ntchito bwanji chikhalidwe? Tiyeni tiwunikire nsanja zomwe nthawi zambiri zimakhala pa intaneti komanso mitundu yazomwe amachita nazo pamenepo. Ndi nsanja ziti zomwe Gen Z amagwiritsa ntchito ndipo chifukwa chiyani? Malinga ndi The 2026 Social Media Content Strategy Report, 80% ya ogwiritsa ntchito a Gen Z ali pa Facebook ndi Instagram, 74% ali pa YouTube ndipo ena 72% ali pa TikTok, zomwe zimapangitsa maukondewa kukhala otchuka kwambiri kwa Zoomers. Gen Z nthawi zambiri imafuna ma brand pamapulatifomu awa kuti apereke zosangalatsa, komanso akufunafuna makasitomala pa Facebook. Kufufuza mozama momwe amagwiritsira ntchito nsanja zina, ogula a Gen Z akuti TikTok ndiye njira yawo yomwe amakonda kutembenukirako kuti apeze zinthu, akutsatiridwa kwambiri ndi Facebook, malinga ndi lipoti lomwelo. Kafukufuku wa Q1 2026 Sprout Pulse Survey adapeza kuti nawonso amatha kugwiritsa ntchito TikTok, Instagram ndi Reddit kuti azikhala ndi nkhani.
Kodi Gen Z imagwirizana ndi mtundu wanji? Pamayendedwe awo awiri apamwamba omwe amagwiritsidwa ntchito kwambiri, Instagram ndi Facebook, Gen Z atha kuchita nawo zotsatsa zomwe zimaphatikizapo makanema achidule (osakwana masekondi 60), malinga ndi The Content Strategy Report. Izi ndizowona kwa TikTok. Chosangalatsa ndichakuti, ndi m'badwo wokhawo womwe ungakonde kanema wanthawi yayitali (kupitilira masekondi 60) pa YouTube. Lewis akuwonetsa kuti mayendedwe onsewa ndi mawonekedwe atha kulumikizidwa. "Tonsefe timakhala ndi nthawi yochepa yoti tigwirizane ndi zomwe timakonda pa kanema wachidule." Koma ndizosangalatsa kuwona omvera a Gen Z akukweza gawo limodzi kapena awiri a ola limodzi.
Ngakhale Gen Z pamapeto pake imadya zonse zomwe zili pamapulatifomu ambiri, chinsinsi ndikumvetsetsa zamitundu ndi chikhalidwe cha nsanja iliyonse. Izi sizikutanthauza kubwezanso zolemba kuyambira pachiyambi-ndi kuchulukitsa kuchuluka kwa gulu lanu. Zimatanthawuza, monga momwe Lewis akusonyezera, kujambula mfundo zingapo zogawa ndi kugwirizanitsa, ndikuyika patsogolo mapulaneti omwe ali ofunika kwambiri kwa m'badwo uno. Mosasamala kanthu za mtundu, Gen Z ikufuna kuti mtundu uziyika patsogolo maphunziro, ma memes ndi skits, ndi ma episodic opangidwa kwambiri, pa kafukufuku wa Q1 2026 Pulse Survey. Gen Z ikuyeneranso kunena kuti mitundu iyenera kupanga kulumikizana ndi omvera kukhala patsogolo pazama TV, malinga ndi Q2 2025 Pulse Survey. Zomwe mumafalitsakoma kwa mibadwo yachichepere, momwe mumalumikizirana ndizofunikanso. Gen Z chikhalidwe chapa media Chenjezo lapatsogolo: Ili si mndandanda wamakhalidwe omwe angalimbikitse malingaliro ena (omwe amawerenga nkhani zathu zapamwamba zapa TV). Monga Gen Z yakula (anthu akale kwambiri am'badwo akutembenukira zaka 30 chaka chino) ndipo akhala nthawi yayitali pansi pa ma microscope amalonda, mizere yatuluka yomwe imatipatsa kuzindikira momwe amaganizira za chikhalidwe cha anthu komanso tsogolo lake. Makampani ayamba kumvetsetsa kuti kutsata chikhalidwe cha mphezi sichinsinsi cha kukhulupirika kwawo kosatha, ndipo ogula a Gen Z akufuna kupuma kuti asakhalenso pa intaneti (mtundu wa). Izi zikuwonetsa tsogolo la machitidwe ochezera a Gen Z, ndikupereka zidziwitso zomwe zimawulula zomwe zimafunika kuti apange mawonekedwe osatha.
Thandizani ma brand omwe amagawana zikhalidwe zawo Kuchulukirachulukira kwamakampani omwe amatulutsa "olimbikitsa" m'zaka zisanu ndi chimodzi zapitazi kwadzetsa vuto lalikulu, makamaka ndi ma Zoomers ozindikira. Mitundu yambiri idatsutsidwa kuti idalakwitsa, kuchulukitsa omvera awo kapena kuchitapo kanthu kuti alimbikitse mfundo. Sprout's 2019 #BrandsGetReal Report idapeza kuti 70% ya ogula ndiye adakhulupirira kuti ndikofunikira kuti ma brand azikhala ndi malingaliro pagulu pazachikhalidwe komanso ndale. The 2023 Sprout Social Index ™ idanenanso nkhani ina: Ndi kotala yokha ya ogula omwe adanena kuti mitundu yosaiwalika imalankhula za zomwe zimayambitsa komanso nkhani zomwe zimagwirizana ndi zomwe amakhulupirira. Koma Gen Z sakufuna kuti mitundu ikhale yosadziwika bwino. Amafuna kuti ma brand azikhala owonekera pazomwe amafunikira, ndipo amatha kuthandizira zolimbikitsa zomwe zimathandizidwa ndi zochita. Malinga ndi kafukufuku wa Q1 2026 Pulse Survey, 28% akufuna kuti mitundu yamitundu yonse iwonetsere poyera pazovuta zonse zazikulu ndipo ena 30% amangofuna kuti ma brand achitepo kanthu ngati nkhaniyo ikukhudza malonda awo kapena mafakitale. Mwa mibadwo yonse, amatha kunena kuti nthawi zambiri amagula zinthu kuti zigwirizane ndi zomwe mtunduwo umakonda, ndipo gawo limodzi mwa magawo atatu aliwonse amasiya kugula chinthu ngati zikhalidwe za kampaniyo zikutsutsana ndi zawo. Kafukufuku yemweyo adapezanso kuti Gen Z ndiyomwe inganene kuti osonkhezera akuyenera kuyimirira momveka bwino pazovuta zazikulu zonse, zomwe zimayika chikakamizo kumakampani kuti apeze omwe ali ndi zisonkhezero zomwe zimagwirizana. Kumvetsetsa bwino zomwe omvera anu a Gen Z ali nazo ndikofunikira kuti mukwaniritse zomwe akuyembekezera ndikuteteza mbiri yanu. Kufuna zambiri zoyambirira Kuti akhazikitse chidaliro ndi ogula a Gen Z, mitundu imayenera kuoneka bwino munyanja yodzaza yofanana. Kuthamangira kuti mukhale ndi zomwe zikuchitika kapena kungotumiza malaibulale azinthu zopangidwa ndi ogwiritsa sikungachepetse. Njira yabwino yosungitsira omvera anu kuti abwererenso kuti apeze zambiri ndikupangitsa kuti zikhale zanu, zothandiza komanso zosangalatsa. Monga tafotokozera, Gen Z ndiyomwe imakonda kwambiri zamtundu womwe umapereka maphunziro okhudzana ndi malonda ndi ntchito. Chilakolako chawo cha maphunziro amatsatiridwa kwambiri ndi kukoma kwa chiyambi ndi zosangalatsa. Lewis akufotokoza kuti, "Kumene malonda amalakwika ndikusiya kuona POV yawo. Kuphatikiza kwazinthu zopangidwa mwachisawawa sikungomveka; mawu amtunduwo akuyenera kubwera. Mofananamo, pali maganizo olakwika kuti kuchita masewera a pa intaneti ndi ma memes ndi chipolopolo cha siliva cha malonda akafika pa kupambana pa Gen Z. kupanga chikhalidwe." Ma Brand omwe amapewa kutumiza pafupipafupi mokomera ma franchise obwerezabwereza komanso kupanga chilengedwe amatha kukopa (ndikuwasunga) chidwi chawo. Kutsogola pazamalonda azachuma Gawo lirilonse laulendo wamakasitomala limakhalapo pazachiyanjano-ndipo izi zimamveka bwino kwambiri kwa Gen Z. Izi sizodabwitsa, podziwa kuti atha kutembenukira kugulu kuti apeze zinthu. Makumi asanu ndi anayi mwa anthu 100 aliwonse a Gen Z amati zotsatsa zapa TV, zotsatsa komanso zomwe zili mumtundu wa organic zalimbikitsa zina mwazogula zawo m'miyezi isanu ndi umodzi yapitayo, malinga ndi Q2 2025 Pulse Survey. Anthu atatu mwa magawo atatu aliwonse amanena kuti amatha kugula kuchokera kumtundu chifukwa chakuti amagwirizana ndi omwe amawakonda. Koma pali kusiyana kwina komwe kumasiyanitsa Gen Z: Ngakhale momwe chuma chikuyendera sichikhudza malo awo ochezera. Ngakhale 38% ya ogwiritsa ntchito m'mibadwo yonse tsopano sangagule zomwe adapeza pazamagulu, 43% ya Gen Z ndiyotheka kugula, malinga ndi kafukufuku womwewo. Izi, komabe, sizikutanthauza kuti ma brand akuyenera kuyamba kugulitsa movutikira pazokonda zawo. Choyambandipo koposa zonse, otsatsa amayenera kuyika patsogolo zomwe zimaphunzitsa, kusangalatsa komanso kupangitsa kuti omvera aziwoneka-ndizogulitsa zanu ndi mautumiki ophatikizidwa m'nkhaniyo ngati zofunikira. Zosangalatsa zokhudzana ndi chikhalidwe cha AI Pagulu lonselo, ogula azaka zonse amagawanikana kwambiri ngati zomwe zopangidwa ndi AI zimawapangitsa kukhala ndi chidwi ndi mtundu kapena ayi. Malinga ndi kafukufuku wa Q1 2026 Pulse Survey, pafupifupi 40% ya Gen Z ndizokayikitsa kuyanjana ndi zomwe zimapangidwa ndi AI. Komabe, 34% amati amatha kukonda, kuyankha ndikugawana. Koma kukambirana sikufanana ndi kukhulupirirana. Gen Z akuvomereza kuti chinthu chapamwamba chomwe akufuna kuti mitundu ingasiye kuchita ndikutumiza zomwe zili mu AI popanda kuzilemba momveka bwino, pa kafukufuku womwewo. Enanso 56% akuti amatha kukhulupirira mtundu womwe udadzipereka kufalitsa zomwe zimapangidwa ndi anthu, monga tapeza mu Q3 2025 Sprout Pulse Survey. Chosangalatsa ndichakuti, ogula a Gen Z nawonso amagawika pa olimbikitsa AI. Kafukufuku yemweyo adapeza kuti ngakhale pafupifupi theka likunena kuti sakhala omasuka ndi ma brand omwe amagwiritsa ntchito mphamvu za AI konse, 32% samawona vuto ndipo 20% amaganiza kuti zimadalira kampeni. Ngakhale zingakhale zomveka kuti mitundu ina itengeke pakupanga zinthu za AI, padzakhala zobwezera zochepa kuchokera kwa omvera anu a Gen Z. Milandu yabwino kwambiri yogwiritsira ntchito AI pama brand ikukulirakulirabe m'malo monga kumvetsera kwa anthu, kusanthula deta komanso chisamaliro chamakasitomala. Kufunika kwakukulu kukhudza udzu Chithunzi chodziwika bwino cha Gen Z chikupitilirabe: m'badwo wonse womwe umakonda mafoni ndi mapiritsi awo, akuvutika ndi kusungulumwa pamilili ya mliri. Ziribe kanthu kuti ndi mitu ingati kapena zidutswa zoganiza zomwe zalembedwa pankhaniyi, ziwerengero zimaloza kukhazikika kapena kuchulukira kugwiritsa ntchito malo ochezera a pa Intaneti. The Social Media Content Strategy Report idapeza kuti 48% ya ogula a Gen Z akufuna kudya zambiri kuchokera kumakampani mu 2026 - apamwamba kwambiri kuposa m'badwo uliwonse. Komabe, ambiri m'badwo uno atopa ndipo akuvutika ndi zotsatira zoyipa za chikhalidwe cha anthu. Maukonde ngati Instagram akuchita zambiri kuti ateteze mamembala omwe ali pachiwopsezo cha omvera a Gen Z, koma ambiri amamva kuti akukakamizika kudziikira malire ndi ma detoxes ochezera. Ndipo ambiri amathandizira kuletsa kwapa TV kwa ogwiritsa ntchito osakwana zaka 16. Kafukufuku wa Q1 2026 Pulse Survey adapeza kuti 62% ya Gen Z imathandizira kuletsa kwa ana osakwana zaka 16, ndipo ena 18% ali pampanda. M'badwowu ndiwonso womwe ungafune zida zambiri zowongolera zowonera kuti zithandizire thanzi lawo lamalingaliro ndi thanzi lawo, malinga ndi kafukufuku wa Q4 2025 Sprout Pulse Survey. Ngakhale sizokayikitsa kuti Gen Z ayambe kusiya zochezera pagulu, tikuyembekeza kuwona ambiri akupumula pamanetiweki akuluakulu mokomera nthawi yochulukirapo pamanetiweki ammudzi monga Substack ndi Reddit. Malinga ndi kafukufuku wa Q1 2026 Pulse Survey, ogwiritsa ntchito a Gen Z amati amakonda kupanga zambiri kuposa zomwe amadya - kusintha komwe kungakhudze ubale wawo ndi maukonde onse. Tikuyembekezanso kuti kutsatsa kwa zochitika komanso misonkhano ya IRL ipitilizabe kukopa ogula a Gen Z omwe akufuna malo achitatu. Brands Gen Z amakhamukira pamasewera Monga tanenera, Gen Z ndi m'badwo wonyoza. Njira zotsatsira mopitilira muyeso, kukhulupirika kokakamizika ndi kunyada pamayendedwe sizimawakonda. Nawa mitundu inayi yomwe yadziwa luso la malonda a Gen Z, ndipo adapeza njira yopambana m'njira yomwe imamveka ngati yowona. Marc Jacobs Mtundu wapamwamba kwambiri a Marc Jacobs ndi wokondedwa wa Gen Z. Mtundu wamafashoni ndiwodziwikiratu kuphatikiza Gen Z, Oseketsa otchuka a TikTok komanso olimbikitsa pazomwe zili. Koma mwanjira ina anthu onsewa amatenga tanthauzo la mtunduwo.
Monga Lewis akufotokozera, "Marc Jacobs amatenga machitidwe ndi maonekedwe, ndikuzipanga kukhala zawo. Nthawi zina mumawona kukhalapo kwa wina ndipo kumamva kulumikizidwa pamodzi ndi kuchitapo kanthu. M'malo mwake, kukhalapo kwawo kumamveka kugwirizanitsa ndipo kumakhala ndi sitampu yapadera ya Marc Jacobs yovomerezeka."
Perekani mtundu wanu Gen Z yowala: Tsatirani kutsogola kwa a Marc Jacobs posunga zomwe mwalemba kuti zikhale zenizeni komanso zosayembekezereka, koma zili pamtundu. Mitu Skincare brand Topicals yadziwa luso la maulendo amtundu komanso kutsatsa kolimbikitsa. Monga kampeni yawo yaposachedwa #TopicalsInRio ikutsimikizira, mtunduwo uli pachiwopsezo ndi omvera awo a Gen Z ndipo amamvetsetsa mwakuya zamitundu yawo.
"Ndili ndi chidwi ndi momwe ma brand akuyang'ana kumadera awo kuti adziwe zambiri ndi zomwe zili. Mitundu monga Topicals ndi zina za skincare zimatha kuchitapo kanthu potengera malingaliro a ogula, "akutero Lewis.
Mitu yapanganso mbiri yabwinokumvera zonena za omvera awo ndikulipira omwe adapanga ndi omwe amawalimbikitsa. Lewis akuwonjezera kuti, "Mitu yankhani imagwiritsa ntchito nsanja ya TYB kuti igwirizane ndi anthu ammudzi mwawo moganizira. Magulu a anthu, malonda ndi malonda akugwira ntchito limodzi pa kayendetsedwe ka anthu. Amalipira anthu UGC (kuwapatsa chizindikiro sikokwanira), zomwe zimatsimikizira kuti zimamveka ngati zenizeni komanso pamtundu." Perekani mtundu wanu Gen Z yowala: Itengereni pa Mitu: Mukapereka mphotho kwa omvera anu chifukwa cha zomwe akulemba komanso mayankho awo, adzakudalitsani ndi kukhulupirika. Mbiri Puresport, mtundu waku UK wokhala ndi thanzi labwino komanso olimbitsa thupi okhazikika pazowonjezera zachilengedwe, idakhazikitsidwa mu 2019 koma idapeza mwayi wa Gen Z mwachangu. The hype imachitika makamaka chifukwa cha kupezeka kwamtundu wamtunduwu.
Mtunduwu umagwirizana ndi othamanga osankhika ochokera padziko lonse lapansi, akupanga mawonekedwe amakanema pamaulendo awo akukonzekera zochitika ngati Mpikisano waku Britain. Amakulitsa njira yawo yowonera pa YouTube ndi mndandanda wautali wa Project Puresport, ndi magawo omwe akuwonetsa gulu la Puresport pamipikisano ya marathon kuyambira ku Boston kupita ku Berlin ndi kupitirira apo. Pazolembazi, Puresport imakhulupirira kuti pali anthu okhala ndi likulu la "C" -kuchititsa makalabu othamangitsana ndi anthu ndikuyitanitsa omvera kuti alumikizane m'magulu awo a WhatsApp komanso pulogalamu yolimbitsa thupi ya Strava. Perekani mtundu wanu mawonekedwe a Gen Z: Makhalidwe amtundu wa Gen Z samangokhala papulatifomu imodzi. Dziwani komwe omvera anu aang'ono kwambiri amathera nthawi yambiri, ndipo gwiritsani ntchito mawonekedwe apadera a tchanelo chilichonse kuti mulimbikitse mtundu wanu. Ndipo ngati kuli kotheka, yang'anani njira zachidziwitso zotsekereza kusiyana pakati pa momwe ogula amawonera mtundu wanu pa intaneti komanso pa intaneti. ServiceNow Kampani yamapulogalamu ServiceNow sizomwe mumatsatsa a Gen Z. Koma mtunduwo umapereka chitsanzo chodziwika bwino cha Gen Z: kugwetsa zoyembekeza pazomwe zili. Monga mu kanema komwe amatanthauzira cringy corporate jargon.
Perekani mtundu wanu kuwala kwa Gen Z: Zomwe zili mu Gen Z nthawi zambiri zimakhala zosanjikiza. Zimadalira mlengi ndi wowonera kukhala ndi nthabwala zamkati ndi miyala yokhudzana ndi chikhalidwe. Ngakhale mitundu ya B2B ngati ServiceNow imatha kugwiritsa ntchito mwayi wawo. Gen Z imapanga gawo lalikulu la ogwira ntchito amakampani aposachedwa komanso amtsogolo, kotero mtundu wa B2B uli ndi chidwi chofuna kuwakopa. Kufika ku Gen Z ndikofunikira kuti mukhale ndi thanzi lamtundu wautali Mbadwo watsopano uliwonse umabweretsa mavuto akeake. Kufikira Gen Z kumafuna kuti ma brand aganizirenso momwe amachitira. Ma Brand omwe amafika bwino ku Gen Z amamvetsetsa zomwe m'badwowo umakonda, zomwe amakonda komanso machitidwe osasinthika pazama TV. Kuchokera pa chisankho cha pulatifomu mpaka kalembedwe kazinthu, Zoomers akuyang'ana mitundu yomwe imathandizira kulumikizana kwenikweni, koyendetsedwa ndi anthu. Kwa otsatsa malonda, izi sizikutanthauza kukonzanso zochitika zilizonse, koma m'malo mwake kupanga chizindikiritso chapadera pamapulatifomu. Imeneyo ndiyo mfungulo yokulitsa chidaliro ndi kukhulupirika. Mukuyang'ana chidziwitso chochulukirapo momwe m'badwo uliwonse umafunira kuyanjana ndi ma brand pamasewera? Tsitsani Lipoti la 2026 Social Media Content Strategy. Chotsatira Momwe Gen Z amagwiritsira ntchito malo ochezera a pa Intaneti ndi zomwe zikutanthauza kuti malonda adawonekera poyamba Sprout Social.
