What’s new for business in 2020?
We take a look at the key trends and influences businesses should be aware of
Whether you’re a start-up or an established business, it’s important to be aware of trends in the marketplace and to understand how technology continues to influence consumers. It’s also vital to know how to attract, motivate and keep good employees.
The power of Generation Z
We hear a
lot about Generation Z – that’s anyone born between 1997 and the early
2000s. These people have huge buying
power, and they’re also pouring into the workplace with new beliefs and
generation has never known a world without social media and the internet (read
that again). But they don’t just use it
to connect with friends and play online games – despite more than 50% of Gen-Z spending
over six hours a day online. They use
the internet as their reference point for decision-making and it has a big
influence on the opinions they form of the world around them.
consumers, Generation Z are independent decision-makers and they are looking
for brands they can believe in. They
want brands that add value to their lives, rather than just trying to foist the
latest products on them, and they care about ethics, green credentials and
social responsibility. Here’s how to engage
1. Be real
Consider creating a blog and sharing your vision and life experience with
your consumers. Talk about your brand’s back-story, demonstrate your commitment
and show where you add value.
2. Be transparent
Don’t hide if you make a mistake by vetting the comments section of your
social media pages. Instead, react
quickly to bad reviews and complaints – build trust by letting people see you
take their concerns seriously. And
remember, more than 90% of all consumers read at least one review before deciding
to visit a business, so reviews really do matter.
3. Socially speaking
While Millennials (people born between the early 1980s to mid-1990s)
spend most of their social media time on Facebook and Instagram, Gen-Z uses
platforms like Snapchat to communicate with friends and they value YouTube for
shopping recommendations. They also have
more trust in social media influencers than in TV celebrities, so it’s a good
idea – particularly for consumer brands – to work with an influencer who’s
relevant to your industry.
4. Mix it up
Use a variety of content formats on social media – the rise of the
‘story’ (short video content that disappears after 24 hours) has shortened
attention spans to just a few seconds, but the upside is that the power of
video as a tool to help you build an authentic voice for your brand remains
5. Make it personal
Don’t risk overwhelming your customers with too much choice – use smart
personalisation technology to tailor their digital experience and show them
and Gen-Z are a growing force in the workplace. What’s different about them, and how can you
make the most of it?
These tech-savvy, mobile-driven people are used to
seeing things on a small screen first, so bear that in mind as much with your
employee communications as with your marketing.
Remote working is on the rise, so consider
implementing flexible working – but make sure you think about how employees
will collaborate by introducing solutions like videoconferencing apps.
Many people now prefer a gig approach to work, and
using freelancers can be to your advantage as a small business. You get the expertise you need without the
cost and complications of employing people.
Technology can’t replace the personal touch. Think of tech like AI as helping your
employees to be even more effective, rather than replacing them.
Make it about them
These generations grew up with relationship marketing,
so personalise their experience of your company as an employer. Show them the opportunities that come with
working for you, and remember to make it fun: employee happiness really
If you need
help with creating or evolving your brand to measure up to 2020’s business
landscape, try our in-house graphic design service – available in participating