Building Authentic Connections: How Brands Can Relate To The Next Generation Of Customers
Since Gen Z stepped onto the scene, companies have been forced to rethink how they engage with their audiences. Socially and environmentally conscious, as well as digitally native, this generation isn’t interested in brands that solely push their products. Instead, they’re looking for shared values, meaningful actions, and experiences that speak to their lifestyle.
This has resulted in a battle to remain relevant, making companies think outside the box and meet Gen Z where they are and in ways that matter to them most. To master this, brands require an understanding of what makes them tick.
The recent mobility study reveals that Gen Z has a fresh perspective on mobility. This generation is drawn to sustainability and values having a variety of options at their disposal that let them do things their own way. Growing up in a digital-first world, they are always connected. Ultimately, their view of mobility can be boiled down to three core values: sustainability, self-expression, and digital engagement.
Hyundai Motor Europe takes pride in its commitment to aligning with these values. Here’s how the brand is tuning its strategy to be closer to Gen Z.
A mutual commitment to eco-consciousness
As the first generation to grow up under the looming threat of climate change, Gen Z and sustainability go hand in hand. Living eco-conscious lifestyles, they are hyperaware of the impact their choices have on the environment. As a result, they expect brands to follow suit. Companies that take concrete steps toward sustainability are more likely to win their loyalty.
Hyundai shares this value through its dedication to sustainable mobility. Its electric line-up represents the company’s focus on reducing carbon emissions at the tailpipe. This expanding line-up of hybrid and electric models are the heroes of their marketing and PR campaigns, aiming to educate and drive conversations about the environmental benefits of going electric.
Beyond its product portfolio, Hyundai’s European brand vision is ‘Progress for Humanity’. Aiming to create shared value by building a sustainable business ecosystem and scaling social impact, the strategy addresses topics like environmental protection, the democratisation of innovations in mobility, and the education and nurturing of future generations. Through its partnerships, e.g. with the ocean conservation organisation Healthy Seas, Hyundai connects with a younger audience.
Individuality and bold expression
Self-expression is vital to Gen Z’s identity. Because this generation is loyal to brands that reflect their tastes and beliefs, they choose those that let them express themselves authentically. This makes it essential for companies to offer customisable and versatile options that fulfil their longing to express their originality.
The efforts of Hyundai’s Design team mirror Gen Z’s desire to stand out. For example, the all-new INSTER’s colour palette speaks directly to their need for individuality and creativity. The European launch colour, Buttercream Yellow, is a pastel twist to the generation’s unofficial colour of the year and pays homage to the company’s Korean heritage.
A recent example of Hyundai’s commitment to self-expression was a collaboration with accadis Hochschule in Germany. To kick off the academic year, they hosted a surprise orientation week event for new students. The celebration featured the all-electric INSTER, which powered the DJ equipment at a party with its own battery. On top of that, the INSTERoom demonstrated how the model’s spacious interior can transform into a dorm room on wheels. Overall, the collaboration demonstrated how Hyundai understands Gen Z’s love of flexibility, adventure, and technology.
Digital-first engagement
Whether through social media, gaming, or virtual worlds, brands need to be present in the digital spaces that Gen Z inhabits. As the first fully digital-native generation, they expect companies to deliver engaging and interactive online experiences.
Over platforms like Roblox and TikTok, Hyundai has discovered creative ways to build connections with Gen Z. One standout example is the brand’s “Hyundai Mobility Adventure” on the online game platform Roblox. This immersive experience allows Gen Z users to explore the company’s future technologies, test-drive its models, and engage with the brand in a gamified environment. By blurring the lines between gaming and communications, Hyundai is bonding with younger audiences while promoting its product in a way natural and fun way.
Additionally, Hyundai Motor Europe’s TikTok account is creating outstanding content, tailored for a Gen Z audience. The brand’s short videos are relatable and in line with the generation’s media consumption habits. This social media channel creates a dialogue, allowing Hyundai and the new generation to get to know each other better.
Driving the future with Gen Z
Through sustainable initiatives, channels for self-expression, and opportunities for digital engagement, Hyundai has found a way to better tap into the next generation of customers.
As Gen Z continues to shape the way brands interact with consumers, companies have to focus their efforts on remaining relevant. To stay in their favour, they must learn how to align their communications and campaigns with the values of the new generation.
Disclaimer: CO2 and emissions data
- The all-new Hyundai INSTER is not yet available for sale. Electricity consumption and CO2 values for this model have not yet been determined.
Contacts
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Adriana Cerami
Head of Corporate & Brand PR
acerami@hyundai-europe.comElvira Herrera
Executive & Internal Communications Expert
eherrera@hyundai-europe.comMaria Bricio
Corporate & Brand Communications Expert
mbricio@hyundai-europe.comConor Twomey
Head of Product PR
conor.twomey@hyundai-europe.comAdrian Péré
Product PR Manager
apere@hyundai-europe.comKatharina Kupper
Hyundai Newsroom Lead
