Understanding Pakistani New Consumers
As the habits evolve with every generation, it is safe to say that Gen Z is the most impatient of the generations so far. They will be the first to leave the queue when it’s too long, hang up when on hold, and skip the ad when watching YouTube. But all is not doom when it comes to understanding this particular market.
Understanding this fast-paced, always “logged in” generation and being able to cater to their needs is of key to the success of any marketeer. But when marketing in Pakistan, the urgency to better communicate with the Gen Z is only multiplied. Comprising nearly 30% of the Pakistani population, they are not only a huge population group but also one that forms its consumer market. Pakistani Gen Z are the future of our economy.
Understanding Pakistani New Consumers
As the habits evolve with every generation, it is safe to say that Gen Z is the most impatient of the generations so far. They will be the first to leave the queue when it’s too long, hang up when on hold, and skip the ad when watching YouTube. But all is not doom when it comes to understanding this particular market.
Understanding this fast-paced, always “logged in” generation and being able to cater to their needs is of key to the success of any marketeer. But when marketing in Pakistan, the urgency to better communicate with the Gen Z is only multiplied. Comprising nearly 30% of the Pakistani population, they are not only a huge population group but also one that forms its consumer market. Pakistani Gen Z are the future of our economy.
But first, who are the Gen Z?
While Millennials were the witnesses of the digital revolution and 9/11, it is the Gen Z which grew up in its political aftermath and are the ones who truly embrace “the digital” as second nature. Born after 1997, these digital natives have little or no memory of the world as it existed before smartphones. Mobile devices, internet band-width, wifi are all part of their everyday vocabulary and they are wired to take in information that is disseminated in bite-sized text, and visually. All of this has had a direct impact on the way they think, consume information and communicate with each other and with the world at large.
But first, who are the Gen Z?
While Millennials were the witnesses of the digital revolution and 9/11, it is the Gen Z which grew up in its political aftermath and are the ones who truly embrace “the digital” as second nature. Born after 1997, these digital natives have little or no memory of the world as it existed before smartphones. Mobile devices, internet band-width, wifi are all part of their everyday vocabulary and they are wired to take in information that is disseminated in bite-sized text, and visually. All of this has had a direct impact on the way they think, consume information and communicate with each other and with the world at large.
What is unique about the Pakistani Gen Z?
As a marketeer, the most exciting fact about the Pakistani Gen Z is its sheer size. Pakistan, which has 60-65% of its population below the age of 30, also boasts of the largest Gen Z population in the world. Although, Nigeria, India and Indonesia too have huge Gen Z populations, Pakistan in comparison has a bigger agency population and in a most “densely” populated country.
Added to the above, Pakistan’s unique culture and socio-political nature, all make Pakistani Gen Z different from their counterparts around the world, and therefore worth studying closely for a marketeer wishing to communicate with them.
Pakistani Gen Z: Fact vs myth
What is unique about the Pakistani Gen Z?
As a marketeer, the most exciting fact about the Pakistani Gen Z is its sheer size. Pakistan, which has 60-65% of its population below the age of 30, also boasts of the largest Gen Z population in the world. Although, Nigeria, India and Indonesia too have huge Gen Z populations, Pakistan in comparison has a bigger agency population and in a most “densely” populated country.
Added to the above, Pakistan’s unique culture and socio-political nature, all make Pakistani Gen Z different from their counterparts around the world, and therefore worth studying closely for a marketeer wishing to communicate with them.
Pakistani Gen Z: Fact vs myth
Student
Unmarried,
and with little or no money to spend!
That’s what comes to mind when we think of the Gen Z.
It is easy to fall prey of viewing this group in a singular manner. The reality, however, is far from the above. Pakistani Gen Z not only forms 25% of its economically active population but is also very diverse. Only 20 percent of the Pakistani Gen Z in urban areas classify themselves as students. Similarly, only 49 percent of them say that they are single.
What this implies in the marketing world is that if a brand wants to represent students in a communication, then of course, Gen Z is the most relevant age group to represent even though it forms only 20% of this consumer group. But, if we want to show the Gen Z as a whole, then showing them as students would be a grossly incorrect representation of that population group.
Student
Unmarried,
and with little or no money to spend!
That’s what comes to mind when we think of the Gen Z.
It is easy to fall prey of viewing this group in a singular manner. The reality, however, is far from the above. Pakistani Gen Z not only forms 25% of its economically active population but is also very diverse. Only 20 percent of the Pakistani Gen Z in urban areas classify themselves as students. Similarly, only 49 percent of them say that they are single.
What this implies in the marketing world is that if a brand wants to represent students in a communication, then of course, Gen Z is the most relevant age group to represent even though it forms only 20% of this consumer group. But, if we want to show the Gen Z as a whole, then showing them as students would be a grossly incorrect representation of that population group.
Gen Z is difficult to please
Yet another myth to be broken?
Gen Z may be difficult to please but only because we have not taken time out to understand and cater to them.
A very interesting piece of study known as the Barometer study conducted at Kantar helped measure how people have reacted to Covid in Pakistan. What we noticed in that study, was that Gen Z were the most impatient to break free of the covid-related restrictions and move on with life. This impatience is characteristic of the Gen Z, who if given the option, will be the first to leave a long queue, hang up when on hold for eternity, and skip an ad on Youtube. This does not mean that Gen Z are difficult to please but that we are not addressing their needs the way it is unique to them.
What we also learnt from our research was that whereas consumption slowed down amongst other pockets of the Pakistani population, Gen Z helped evolve and drive the consumption habits positively. The rise of digital retail, and online shopping seen during Covid has transformed the way we shop today. We learnt that if businesses want to continue growing the economy via consumption then online shopping is going to play a very important role and Gen Z as a population that is going to really drive that growth.
Gen Z is difficult to please
Yet another myth to be broken?
Gen Z may be difficult to please but only because we have not taken time out to understand and cater to them.
A very interesting piece of study known as the Barometer study conducted at Kantar helped measure how people have reacted to Covid in Pakistan. What we noticed in that study, was that Gen Z were the most impatient to break free of the covid-related restrictions and move on with life. This impatience is characteristic of the Gen Z, who if given the option, will be the first to leave a long queue, hang up when on hold for eternity, and skip an ad on Youtube. This does not mean that Gen Z are difficult to please but that we are not addressing their needs the way it is unique to them.
What we also learnt from our research was that whereas consumption slowed down amongst other pockets of the Pakistani population, Gen Z helped evolve and drive the consumption habits positively. The rise of digital retail, and online shopping seen during Covid has transformed the way we shop today. We learnt that if businesses want to continue growing the economy via consumption then online shopping is going to play a very important role and Gen Z as a population that is going to really drive that growth.
Gen Z are easily influenced!
This is probably a fact!
With a digital-native population that is impatient and doesn’t have the time to watch traditional ads, all is not doom when it comes to understanding this particular market. Research also shows, that Gen Z will be the first ones to pick the phone up and contact a business if it appeals to them online.
This is why businesses like the fashion industry which have a digital presence and are able to use the digital medium cleverly are booming and will continue to do so in the future. They appeal to socio-cultural traits of the younger population, and have also been quick to adopt and create their digital accessibility.
This generation is influenced when their senses are appealed to. They are anxious to not miss out any new fad, but also smart enough to make sure that it has been endorsed and reviewed by many. For this generation, the opinion of others matters in them making wise decisions and for this very reason, they can see through the endorsements of celebrities and traditional advertisements but are more likely to be influenced by “influencers.” Influencers can be celebrities willing to expose their personal lives, but also members of the larger public whose lives, aspirations, challenges and dreams align with their audience’s and therefore make them more credible.
So what do we do?
Gen Z has little time and wants its shopping at its doorstep with the least hassle
Pacing ourselves up and embracing technology so as to make this audience’s shopping experience hassle-free and as close to reality as possible is clearly the need of the hour!
Take the Metaverse – it is a reality that will fast shape the future of shopping, and marketing in the future. Metaverse is basically web 3.0 which takes advantage of augmented reality and helps create a virtual space where where buyers will be able to interact with Brands as they would in “real” life.
If we think about traditional media like TV and even videos,
They are a very singular communication in the sense that we are only catering to the visual and the audio senses of our consumers. Metaverse will also communicate to our other senses. Given the truly digital nature of the Gen Z, it should come as no surprise when the younger population will adopt and adapt to this meta world very quickly. No wonder Facebook has been quick enough to change its brand name to Meta and it is time we geared up to this virtual reality too.
By addressing the soft spots of this audience and entering their communication spaces, the Gen Z can be turned into loyal customers.
Gen Z are taking in their information from multiple sources and screens. They are faced with a data overload and are therefore understandably anxious. It is our job then to communicate to this kind of a population in a very light manner.
We want to quickly communicate our point, and make it easily digestible while remaining meaningful. This implies that a lot of affinity to the brand needs to be created while catering to their need
Gen Z are easily influenced!
This is probably a fact!
With a digital-native population that is impatient and doesn’t have the time to watch traditional ads, all is not doom when it comes to understanding this particular market. Research also shows, that Gen Z will be the first ones to pick the phone up and contact a business if it appeals to them online.
This is why businesses like the fashion industry which have a digital presence and are able to use the digital medium cleverly are booming and will continue to do so in the future. They appeal to socio-cultural traits of the younger population, and have also been quick to adopt and create their digital accessibility.
This generation is influenced when their senses are appealed to. They are anxious to not miss out any new fad, but also smart enough to make sure that it has been endorsed and reviewed by many. For this generation, the opinion of others matters in them making wise decisions and for this very reason, they can see through the endorsements of celebrities and traditional advertisements but are more likely to be influenced by “influencers.” Influencers can be celebrities willing to expose their personal lives, but also members of the larger public whose lives, aspirations, challenges and dreams align with their audience’s and therefore make them more credible.
So what do we do?
Gen Z has little time and wants its shopping at its doorstep with the least hassle.
Pacing ourselves up and embracing technology so as to make this audience’s shopping experience hassle-free and as close to reality as possible is clearly the need of the hour!
Take the Metaverse – it is a reality that will fast shape the future of shopping, and marketing in the future. Metaverse is basically web 3.0 which takes advantage of augmented reality and helps create a virtual space where where buyers will be able to interact with Brands as they would in “real” life.
If we think about traditional media like TV and even videos,
They are a very singular communication in the sense that we are only catering to the
visual and the audio senses of our consumers. Metaverse will also communicate to our other senses. Given the truly digital nature of the Gen Z, it should come as no surprise when the younger population will adopt and adapt to this meta world very quickly. No wonder Facebook has been quick enough to change its brand name to Meta and it is time we geared up to this virtual reality too.
By addressing the soft spots of this audience and entering their communication spaces, the Gen Z can be turned into loyal customers.
Gen Z are taking in their information from multiple sources and screens. They are faced with a data overload and are therefore understandably anxious. It is our job then to communicate to this kind of a population in a very light manner.
We want to quickly communicate our point, and make it easily digestible while remaining meaningful. This implies that a lot of affinity to the brand needs to be created while catering to their need.
What the future looks like
Gen Z’s reliance on online shopping brings with it growth opportunities. They are the future of the market. If we will ignore them in Pakistan, we will ignore a population that defines what the market is all about. They are the ones who are going to use online platforms for purchases. However, it is also true that as brand managers, we are not prepared right now. And therefore, understanding Gen Z becomes crucially important.
What the future looks like
Gen Z’s reliance on online shopping brings with it growth opportunities. They are the future of the market. If we will ignore them in Pakistan, we will ignore a population that defines what the market is all about. They are the ones who are going to use online platforms for purchases. However, it is also true that as brand managers, we are not prepared right now. And therefore, understanding Gen Z becomes crucially important.
