Products  do not matter much  anymore, as relatability, values, and vibes are the new currency.

Today’s consumers are not like those of the past. Gen Z and Gen Alpha don’t just buy products they look for meaning, connection, and authenticity. They expect brands to be real, relatable, and responsive.

This is according to Miriam ‘Lola Marcus, Head of Marketing at Kalabash Technology Solutions Limited, she said: “We’re talking to a very different type of customer right now. They’re the swipe-before-they-walk generation, and they demand authenticity, interactivity, and proof of execution.”

She made this submission at the just concluded quarterly virtual summit organised by MARKETING EDGE Publication with the theme: “Navigating the Future of Sales and Marketing: The Need for Data-Driven Storytelling.”

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Speaking on how to understand the Gen Z and Gen Alpha mindset works she said: “Gen Z and Gen Alpha consumers are vastly different from their predecessors. They’re digital natives who grew up with the internet and social media at their fingertips.

They’re accustomed to instant gratification, and their attention span is shorter than ever.
They’re able to decide on what they want to do because it feels real and what is best for them, and they’re very quick to cancel where necessary.”

In her view she noted that to effectively market to Gen Z and Gen Alpha, brands need to leverage data-driven storytelling. This involves using data to understand their target audience, create relevant content, and deliver it through the right channels.
“Storytelling matters, but it must be rooted in data. Storytelling isn’t dead. It’s just smarter. Essentially, it’s powered by insights and not assumptions.”

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To connect with Gen Z and Gen Alpha, brands need to create a content culture that resonates with them. This involves using platforms like TikTok, Snapchat, and Instagram to deliver content that’s authentic, interactive, and engaging. “Content is queen, but it’s now more content culture. You’re not interrupting their content. You are to be the content.”

The Role of Sales and Marketing

Sales and marketing teams need to work closely together to create a cohesive brand narrative. This involves aligning sales strategies with marketing insights and creating relatable, value-driven content that resonates with the target audience. “Sales strategy now needs reels and not just pitch decks, and not just sales numbers and business cases, but we also now need as a sales team, besides the marketing team creating all the content, the sales team also need a pitch deck.”

The future of sales and marketing lies in data-driven storytelling that resonates with Gen Z and Gen Alpha. By understanding their mindset, leveraging data, creating a content culture, and aligning sales and marketing strategies, brands can connect with their target audience and drive business success.

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As Marcus says, “We’re not just selling products anymore. We’re selling relatability. We’re selling values and we’re selling vibes. Whether you want to like it or not, we are definitely selling vibes, but without data, your story cannot hit. It would just be noise.

To effectively market to Gen Z and Gen Alpha, consider the following action items:

Analyze customer data to understand their browsing habits, preferred communication channels, and content preferences.
Develop content that aligns with current trends, slang, and cultural references relevant to the Gen Z and Gen Alpha audience.
Ensure close collaboration between marketing and sales teams to create a cohesive and compelling brand narrative.
Train the sales team to effectively communicate the brand’s story and value proposition in a way that resonates with the target audience.

By following these action items and embracing data-driven storytelling, brands can connect with Gen Z and Gen Alpha and drive business success in the ever-evolving landscape of sales and marketing.

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