Tapping Generation Z micro-influencers for marketing and branding

Generation Z is the name given to the cohort of individuals within the global population who were born between 1997 and 2012. They constitute one of the largest demographic segments in many countries and are of great consequence to companies in terms of their spending power and their roles as current and future consumers. Generation Z consumers display characteristics that are noticeably different from previous generations, especially as regards their ease with technology and distinct buying habits. They are known to be cynical and savvy about traditional marketing, and are therefore hard to reach and persuade through conventional means; indeed, Generation Z consumers are thought to represent a markedly new type of consumer. As a result, companies need to rely more on a peer-to-peer approach to target them and appeal to them. This paper discusses the role of social media micro-influencers who exert great influence on Generation Z consumers through their charismatic appeal, suasive power and category-specific expertise. Additionally, it looks at factors underlying the rise of micro-influencers, the sources of their appeal among Generation Z, and the ways that companies in different industries are using them in their marketing and branding efforts. The paper ends by providing a set of managerial takeaways and guidelines for such collaborations with micro-influencers.