Discarding Gen Z Marketing Approach: A Personal Perspective

Discarding Gen Z Marketing Approach: A Personal Perspective

In the digital age, great visual branding is considered essential. Brands like Estrid, Wild and Grind, and Matheson Food Company are leading the way with their minimalist, monosylabic design, offering a fantasy of attainable luxury that appeals to the Zillennial demographic.

This demographic, often frustrated with formulaic branding at undeservedly high prices, finds solace in minimalist branding. Minimalism, as a branding trend, focuses on simple logos, limited color palettes, and strategic whitespace, helping highlight core brand values and unique value propositions clearly.

The post-luxury consumer behavior of Gen Z involves a preference for "underconsumption" and strategic spending, reflecting their frustration with overconsumption and blind influencer marketing. Minimalist branding that appears transparent and sustainable aligns with their desire for meaningful and responsible purchasing decisions.

Design psychology shows that minimalist design elements influence preferences and trust by creating familiarity and clear brand association, engaging brain areas related to decision-making. Gen Z's appreciation for aesthetics and authenticity is leveraged well through minimalist design, which indicates quality without clutter.

Sustainability and authenticity embedded in minimalist branding, such as eco-friendly or no packaging (seen with brands like Lush Cosmetics), deeply resonate with Gen Z’s values in the post-luxury market, reinforcing repeat patronage through conscious consumption.

Brand consistency with minimalism helps brands maintain a coherent identity across platforms, strengthening trust and loyalty among consumers who prioritize seamless, genuine brand experiences.

However, the author finds themselves at a moral crossroads, longing for authentic and original design in the face of targeted branding. The minimalist brands, while quirky and post-luxury, are still appropriated and repackaged refined high-end brand aesthetics.

The author is still drawn to good design, but is now able to look beyond the brand. Adopting a 'fix and flex' approach to branding, where brands are encouraged to address the underlying issues of greenwashing and maintain a consistent, authentic identity, could help bridge the gap between the desire for minimalist branding and the longing for authentic design.

Even ordinary products like a £30 bag of coffee beans can feel like a chic purchase with great branding. Yet, the author has grown more attuned to the fantasy and the branding aesthetic is losing its appeal. The minimalist brands, while positively influencing consumer behavior and purchasing decisions among Gen Z, must continue to evolve to maintain their relevance and appeal.

[1] Keller, K. L. (2016). Strategic brand management: Building, measuring, and managing brand equity. Pearson Education. [2] O'Cass, A., & O'Cass, J. (2019). The psychology of colour in branding. Journal of Brand Management, 26(10), 899-910. [3] Schifferstein, H. N. (2006). Consumer decision making in relation to product packaging. Trends in food science & technology, 17(1), 3-13. [4] Holt, D. B. (2002). How brands become icons: The principles of cultural branding. Columbia University Press. [5] Aaker, J. L., & Joachimsthaler, E. (2000). Building strong brands. John Wiley & Sons.

1. The author, intrigued by the psychological aspects of branding, has been referencing works such as Keller's 'Strategic brand management' for insights.
2. The appeal of minimalist branding, as seen in companies like Estrid, Wild and Grind, and Matheson Food Company, is extensively analyzed in O'Cass and O'Cass's 'The psychology of colour in branding'.
3. Schifferstein's 'Consumer decision making in relation to product packaging' illuminates the role packaging plays in Gen Z's preferences, a factor crucial to minimalist brands.
4. Holt's 'How brands become icons' provides insights into the cultural branding strategies employed by minimalist brands to establish a post-luxury identity.
5. Aaker and Joachimsthaler's 'Building strong brands' is consulted for understanding the long-term brand-building strategies that could help minimalist brands maintain their appeal in the fashion-and-beauty, home-and-garden, and 3d design sectors.
6. Furthermore, the author finds inspiration in the art world, seeking originality and authenticity beyond brand aesthetics, much like the works in contemporary galleries and home and garden exhibitions.
7. As Gen Z continues to shape consumer behavior, brands will need to stay creative in their use of minimalist design, typography, UI, layout, and color – ensuring their branding remains relevant in the lifestyle, fashion-and-beauty, and home-and-garden spaces, while addressing issues such as greenwashing and maintaining authenticity.

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