Gen Z in Croatia - How Well Do We Understand Them?

Gen Z. 
The Zoomers. 
The trend makers. 
The feed-scrollers. 
The content creators. 

Gen Z is the first generation that truly does not remember the world without internet and mobile phones. A generation that watches YT instead of TV, and is affected by social media influencers more than movie or pop stars. Gen Z members are the typical “products” of a digital age that is characterized by technological advances and continuous online connectedness. Consequently, the so-called “Zoomers” have been gradually losing interest in face-to-face meetings; if something can be solved with a simple message on WhatsApp or with a click of the mouse, why put yourself in awkward situations where you must get out there and communicate personally with people? This immersion in the digital world has also set up their expectations toward brands. Gen Z takes for granted the benefits that come with technology. Brands that want to rule their digital world must offer ease of use, speed, and a flawless experience, preferably available on a smartphone. A good example is a campaign executed by Raiffeisen Bank in Croatia, offering online cash-loans. The product was communicated as a way to get rid of “offline inconveniences” such as coming an ex with his/her new partner on the street. 

At the same time, despite growing up in an everything-in-reach digital world, they are crazy about analogue things, as they fell nostalgic about the times they have not experienced. Print materials, vintage films, handwritten or gothic fonts, old user interfaces like Windows 95 and Polaroid-like filters became their instruments of visually expressing themselves. When it comes to music, they are not dividing themselves into subcultures; their musical taste is based on what they currently like, so their playlists are a mashup of various genres. Today it can be punk-rock and tomorrow it can be trap or folk hit, anything goes. Again, in music, they are flirting with retro as they are re-discovering old songs through Netflix-shows and video games. The need to be recognized is deeply rooted in them. Gen Z are true creators and are heavily involved in the creation of web contents. Therefore, social networks such as Instagram, TikTok and Snapchat are also very popular; Facebook has lost popularity though. 

Sky Cola, a regional soft drink launched a new brand platform focusing on Gen Z. It had had a brand image without emotional benefits and aiming boomers. The communication platform was based on the insight that Gen Z is all about initiating trends, including creating new lingo like “next level”, “gas” and “lajk”. And “sky” has become an expression that represents high position, for things that are superior. So the brand name was used as an advantage in order to position Sky as the only coke brand that – by labelling new trends, events, clubs and influencers as SKY – finds its place in the everyday language of Gen Z.

Gen Z loves to be involved in the campaigns because they are craving to be popular, but above all, they are searching their independence. According to a research by MasterCard, the older part of this cohort (18-24 YO), feels very dependent on their parents because for one-third of them their parents are still their main source of income. That is why changing their status, completing their education, and gaining their first professional experiences is a priority for them. Although money is important to them, Gen Z members still value the most their relationships with others. More than half of the respondents (51%) agree that there are more important things in life than money. When asked about the values that are most important to them, they point out family (67%), health (60%), friends (45%) and love life (43%), which indicates that Croatia is a society where traditional values are still of great importance. 

When they think about the future, the state of our planet is one of the most common concerns of young people. Interestingly, a research (by Čut, Kaurin Knežević and Gajica, 2021) showed that though Gen Z is globally more environmentally conscious, in Croatia it is not the case. These findings suggest that Gen Z lacks education about environmental issues, and ignorance of the reasons for green shopping. Some brands have used this in their advantage to position themselves as a catalyst for change and education. Franck, a leading warm beverages company in the region, has launched a “special edition” packaging, Franck Beestro. Beestro is a special container with two packages of fine Franck tea and honey flower seeds that you can sow in these boxes and so host the bees in your own bar. With this packaging, Franck showed true brand purpose and sent a message that without bees, there would be no flowers or plants. And without flowers and plants, there would be no tea. 

Tapping into such generational insights about digital life, nostalgia, independence, and green purchase has so far been a best way to win this target group in Croatia. What will happen in the future, with turbulent times and constant changes? It remains to be seen, but if anything is certain, it will be exciting for advertisers.