The first of the CIBJO commissions’ Special Reports that will be taken up for discussion at the forthcoming 2018 CIBJO Congress in Bogotá, Colombia, on October 15, 2018 focuses on strategies for marketing jewellery to Generation Z, those born after 1996.
The report, which has been released with barely nine weeks to go for the event, discusses the potential impact on the jewellery market of this new consumer segment which is expected to account for about 40% of all consumers by 2020.
Jonathan Kendall, Head of the CIBJO Marketing & Education Commission and author of the report, writes “For we the jewellery industry, it is essential to adapt strategies if we hope to succeed with Generation Z.”
Stating that the “old media approaches of TV commercials, long-term PR plans and static messaging…. (are) gone”, Kendall emphasises, “Today it’s all about fast delivery of interactive messages.”
According to the report, studies indicate the members of Generation Z rely on the advice of their peers, who may be located in multiple locations, meaning that jewellers have to create products that have global appeal. They spend a median of five hours per day on their phones and use new social media such as Snapchat, Twitter and Instagram, with Facebook seen as being for older people.
They are also more conservative and risk averse than the generation of millennials that precede them, but at the same time are decidedly socially and environmentally
“We need to show we care, because they very much care,” notes Kendall. “We must be clear about what we stand for, so our that businesses, brands and products are not
interpreted as being uninvolved, or, even worse, opposed to the social causes that are important to Gen Z.”
He cautions that “everything is immediate… (and) the ability to tell a quick story with relevant value is a required skill. You must get to the point before they move on. We need to communicate with them through those social media that they prefer using, catering to their interests in a manner they can relate to, and presenting content to which they can connect”.
News Source: gjepc.org