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COVID-19 Marketing Opportunities: Why Understanding Gen-Z’s Needs During the Pandemic is Critical

Gen-Z is constantly evolving. We discover new trends, develop new habits, and face new challenges practically every day. This past year, the pandemic has impacted teens’ lives at a far greater scale than most businesses presume.

Many companies lack the teen perspective. Moreover, they lack the comprehension of how Gen-Z is continuously developing and advancing into the unfolding world before us. By acquiring a deep understanding and keeping up to date with teens’ needs and wants, your company can get one step ahead.

What Problem Are You Solving?

Your goal is to solve a problem that teens are facing, and the first step to do so is to determine what that problem is.

A good starting point is researching what Gen-Z is going through and the obstacles we are met with. Remember to take context into account: What is going on in the world right now? What is having the most significant impact on teens? An obvious answer is the pandemic.

As a teen myself, below are a few challenges (that were magnified during the pandemic) that my generation and I are currently facing:

  1. Unhealthy amounts of screen time: With online school and the transition of resources from paper to the internet, it is exceedingly easy to reach a daily screen-time in the double digits.

  1. Social media’s interference with real-life interactions: Building on the previous point, the pandemic has prevented many teens from going out to socialize with their friends. Many teens have developed the preference of scrolling through social media alone in their room over going to the park with family and friends. As the pandemic progresses and even after it ends, social media will continue to play a large role in teens' lives.

  1. Lack of motivation to do well in school: Focusing during online learning is difficult to say the least. More often than not, going to school becomes a tedious task rather than a time to learn and explore. Even post-pandemic, it may be hard to get that motivation going again.

Ask yourself: Does your company’s product act as a solution to any of these pressing issues? What other Gen-Z challenges can you think of?

Sharing Your Solution

There are dozens of approaches companies can take to market to teens, but the key to doing so is all about framing your product in the best possible light.

Knowing that Gen-Z spends too much time on screens, perhaps your company’s product provides an alternative to spending time on screens, like riding an electric scooter. You can market your scooter to parents by suggesting that riding a scooter is a much better alternative than letting your teen scroll on their phone all day. Maybe it can even become a family activity!

On the other hand, let’s say your product is a video game streaming platform. Of course, your product would not solve the issue of too much screen time; instead, frame the problem in a different manner. Perhaps you can argue that technology is becoming an essential part of socializing and entertainment.

There’s a plethora of insights that haven’t been discussed, and that’s what TeenView is here for. Reach out to us and let’s work together to figure out how best to frame your company’s product to Gen-Z!

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