Social networks have completely changed the game when it comes to advertising. To meet the new expectations of Generation Z, marketers must now adapt their communications strategies. So what are the secrets to seducing this younger audience?

They are the consumers of tomorrow. The young people of Generation Z represent "an estimated collective buying power of $150 Billion in the US alone, and $4.4 Trillion on a global level," explains Snapchat in a study* carried out in partnership with Omnicom Media Group’s global research team, to determine the best ways to appeal to Generation Z consumers.

Born and raised in a digital world, the younger generation is only too familiar with social media content, but it seems that their eyes are more drawn to content that allows them to keep up with the latest news, to find inspirations, or which speaks to their values.

Three quarters of Gen Zers say they are more loyal to brands if they address social issues, post information or advertise for social change. These expectations are not surprising considering how committed this generation is to seeing brands take a stand for a more positive impact on society.

In fact, 63% of young people surveyed said they are more likely to buy products from a brand if it has a fair labor policy and treats its employees well, or if it promotes a healthy and inclusive work culture for employees. Similarly, 62% of those surveyed say they favor brands that have sustainable manufacturing practices.

60% of Snapchatters are more responsive to content from brands when it carries a genuine message. "Purpose to Gen Z means seeing their values and motivations reflected in the messaging and brands standing up and being involved in social issues and social change that matters to them. Action is important, honesty and transparency is critical and staying relevant and inclusive is an expectation! A second expectation is responding to things as they happen, something that Gen Z is used to as digital natives. And responding to these cultural moments in a powerful, authentic manner is therefore equally important," the study explains.

On the contrary, if a brand does not react quickly enough to controversies, or is accused of mistreating its employees, young consumers' reactions can quickly become negative. This was recently reflected in the controversy surrounding the Balenciaga brand.

*Methodology: this multimodal research was conducted by market research consultancy Alter Agents in the US, UK, Canada and Australia. It included a quantitative phase among 2,000 consumers, mobile ethnographies with daily diary interviews, immersion research with neuroscience and interviews with academic experts in generational research.