‘Suprise and delight’ has never been more relevant … or rare. 

Author: Philippa Lowe
Published: 25th February, 2020

‘Surprise and delight’ has never been more relevant … or rare.

Everyone likes to say they ‘surprise and delight’ their customers — you might have said it yourself. But the landscape is changing — not just in content and marketing, but for every industry. As Millennials become homeowners and Gen Z enters the workforce, they have become a significant portion of the ‘audience’. This progression is natural but, as they take their seats, they are bringing a lot of their own expectations to the table. Expectations that you need to be aware of if you’re going to engage, surprise and delight them. 

Gen Z has never known a world without the internet. 

What does this mean? It means they’re used to information availability. Google has always been there to answer their questions. They almost always know what an encyclopedia is (and to assume they don’t is to lose their interest in you) but Google is their go-to.

They’re used to instant gratification. If they can’t get the answers they want, quickly, you’ll lose them. 

It also means they consume an incredible amount of content daily. Snapchats are quick and numerous, with users watching a combined 10 billion videos each day on the platform. Tik Toks can tell big, engaging, shareable stories within 60 seconds. The sheer volume of content that goes past their eyes each day means that they’ve become very good at one particular thing … 

Gen Z can smell inauthenticity from a mile away.

This generation has grown up in an age of ‘fake news’. They know what’s real, what’s not and they know how to spot insincere content quickly. While millennials crafted the influencer industry, Gen Z’s are encouraging those influencers to be real. No one’s upset that they’re making money from ads, they’re more frustrated that influencers aren’t thinking critically about the products they promote and the impact they have. 

Younger audiences are anxious about the future of the world and they want the content they consume to both provide relief from their anxiety, to progress society and solve problems of the future. All the while, they want this delivered in a way that doesn’t actually look like an ad. This means that content they enjoy should: 

  • Give back to environmental/social causes – 89% of Gen Z “would rather buy from a company supporting social and environmental issues over one that does not” 
  • Display diversity – 71% say they would like to see more diversity in advertising
  • Be wrapped up in a package that doesn’t seem like traditional advertising.

And this is all just a launching pad. To really surprise and delight today’s audiences, you’ll need to go beyond all this and give them something they don’t expect. Still, if you’re looking for a place to start, this is it. 

Millennials and Gen Z are often defined by their tech-savvy ways and short attention spans, often with a scoff or an eye roll added in for good measure. Instead of considering them to be absorbed by the Internet, think about what that really means and how you might need to change your content to really reach through those screens they’re so well-known for and truly engage them. After all, as they grow up and into your audience, you’ll be missing a trick if they’re not interested in you. So start now. 

If you’re ready to start talking to your audience with authenticity, Incredible Communications can help. Email us at http://www.incrediblecommunications.com.au/#contact or call 0414 711 107.