PR and Marketing: Approaches to Generation Z and Alpha

This series examines the essence of public relations (PR) from multiple perspectives. This installment discusses "Marketing and PR."

That said, unraveling this from scratch would be an undertaking so vast it could rival the Britannica Encyclopedia in scope.

Therefore, this article will focus on Generation Z and Alpha—demographics currently driving consumption and gaining significant attention in marketing—to explore the role PR plays in achieving the goal of "selling products." Within this, we can likely uncover the universal relationship between marketing and PR.

This article is authored by Mariko Takasu of PR Consulting Dentsu Inc.

<Table of Contents>
▼ Emotional and Chill? Gen Z Values and Consumption Behavior

▼ Freshness in "Retro." Social Significance in "Vintage." What's the Key to Gen Z Marketing?

▼ Will PR Change with Community Fragmentation?

▼ How Should PR Approach the "Alpha Generation" Following Gen Z?

▼ Marketing and PR – The Changing Future / The Unchanging Future

Emotional and Chill? Gen Z Values and Consumption Behavior

"Generation Z" refers to those born from the mid-1990s to the early 2010s. A defining characteristic is that they were born into a world already populated by the internet and digital devices, making them digital natives and smartphone natives.

Yutaro Horibe, Editor-in-Chief of AMP, a web media outlet specializing in Gen Z and Millennials, explains as follows:

"While the preceding Millennial generation also has a relatively high sensitivity to digital devices and social media, for Generation Z, the 'emotional' (※1) and 'chill' (※2) values—appealing to sensitivity—cultivated through communication on these platforms have become even more important."

※1 Emoi: Derived from "emotional." Means deeply moving or evocative.
※2　Chill... Derived from " chill out." Means relaxing, laid-back.

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Social media platforms like Instagram and TikTok are particularly adept at reflecting these elements. As you know, TikTok enjoys especially high popularity among Gen Z.

TikTok is a social media platform where users can shoot and edit videos to music, add hashtags, and share them. Its appeal to Gen Z lies in how easily they can create their own "emotional" or "chill" original content simply by selecting photos or videos.

Videos matching one's interests continuously appear, allowing stress-free exposure to vast amounts of information in a short time. As a tool for easily and efficiently learning the latest trends, it aligns with their values that prioritize "time efficiency."

Furthermore, Gen Z, for whom social media use is second nature, uses these platforms to consider social issues and express their own opinions. They can be seen as tolerant of diverse values through social media, shifting the subject of their thinking from "myself" to "us (society)".

Consequently, they are sensitive to social and environmental issues, such as those represented by the SDGs. Research indicates that "younger generations are more sensitive to corporate ESG activities" (Source: Corporate Public Relations Strategy Institute "2022 ESG/SDGs Awareness Survey" ).

Moreover, they are not merely focused on purchasing goods or personal enjoyment; they are particular about consumption that seeks social and cultural value—what is termed "meaningful consumption."

Fresh appeal in "retro." Social significance in "vintage." What is the key to Gen Z marketing?

Seibuen Amusement Park captured Gen Z's hearts with its renewal. Its Showa-era retro townscape, "Sunset Hill Shopping Street," is a hit.

Thus, Gen Z exhibits distinct values and information consumption patterns compared to previous generations. But what kind of marketing truly taps into their insights?

In recent years, a "retro boom" phenomenon has emerged, primarily among Gen Z. They find items popular during the Showa and Heisei eras "emotional" and share various things on social media.

While retro booms have existed before, they were driven by nostalgia among those who lived through those eras. The current boom is characterized by young people who didn't experience those times being its main drivers. Precisely because they grew up in the digital age, analog things feel "fresh" to them.

Saitama Prefecture's "Seibuen Yuenchi" amusement park invested 10 billion yen in 2021 to renovate itself around a "heartwarming sense of happiness" concept, recreating a 1960s "Showa retro" world. This reportedly attracted Generation Z and led to a significant increase in visitors.

The expansion of the vintage clothing market is another noteworthy phenomenon. The popularity of retro fashion is influenced not only by design but also by sustainability considerations. Many young people are shifting from buying new fast fashion to purchasing vintage, becoming more conscious of the environmental issues plaguing the apparel industry.

Beyond vintage, there's also a growing trend of selling fashion made from recycled materials, even for luxury brands and major well-known labels. Environmental consideration has become a key priority for Generation Z.

In summary, for Gen Z marketing, the key lies in effectively combining the viral spread of information on social media with "meaningful consumption"—finding value beyond mere consumption.

Will PR evolve with community fragmentation?
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Another intriguing expression of Gen Z's consumption tendencies is the behavior of "supporting" (推す). This represents an extension of the hobby and preference culture that emerged with the "otaku" phenomenon in the late 1980s.

A survey conducted by Cross Marketing in November 2020 found that over 40% of respondents in their 20s had started "supporting" something new after the spread of COVID-19.

Companies are also implementing various "support" marketing strategies. Major music retailer Tower Records not only plans and sells various goods supporting "support activities" but also promotes a specific "favorite" artist at each store to foster communication with customers.

Major stationery manufacturer Pilot launched stationery themed around the image colors (commonly called "favorite colors") of idols and characters as new products in its "Dr. Grip" series in 2021.

According to the "Survey on the 'Otaku' Market (2022)" released by Yano Research Institute in October 2022 (※3), the market size for fiscal year 2022 is projected to be ¥165 billion (based on user spending) in the "idol" sector and ¥280 billion (based on production company sales) in the "anime" sector. While "favorite" isn't limited to idols or anime, it's clear the otaku market represents a significant market.

※3 Source: Yano Research Institute Ltd. "Survey on the 'Otaku' Market (2022)" (released October 26, 2022). Note: 2022 fiscal year figures are projections.

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"While 'otaku' culture was about enjoying things discreetly and privately, 'oshi' is more open. Fans tend to list their 'oshi' on their social media profiles and actively seek connections with fellow fans."

"Until now, platforms like X (formerly Twitter) existed where communities were built. Going forward, media will become more fragmented, allowing people to pursue their hobbies and preferences to the extreme,"

says Mr. Horibe, mentioned earlier.

Given this situation, in PR too, it's no longer sufficient to focus solely on cost-effective "where to convey information (which media)" using earned media like TV and newspapers.

More importantly, greater emphasis must be placed on leveraging social media, mixing various media and platforms, and on top of that, creating content and crafting stories around "what to communicate."

It's not just about designing information distribution structures; we must also adopt a perspective that asks, "What can we provide that will foster consensus with consumers and society as a whole?" based on consumer needs and insights.

One method we at DPRC have been utilizing since around 2020 is a research approach we call "Social Hunting." This term refers to the process of "capturing" (hunting) feeds from social media that can be useful for corporate or product communications.

Rather than focusing on volume, we pay attention to the content of even a single voice. We capture feeds that reveal genuine emotion or hint at emerging trends, and leverage them for corporate and product communications. We define the challenges voiced by individuals on X (formerly Twitter) as consumer challenges.

Rather than forcing large-scale social issues into planning, setting the optimal issue size for the company to tackle allows for an approach that makes it easier for consumers to personalize the issue themselves. ultimately leading to greater resonance.

How should PR engage with the "Alpha Generation," succeeding Gen Z?

So far, we've examined Generation Z. With the upcoming "Alpha Generation" (※4), the consumption tendencies seen in Gen Z are expected to accelerate further.

※4 Alpha Generation: Generally defined as those aged 13 or younger in 2023.

Mr. Horibe, mentioned earlier, analyzes the situation as follows:

"Recently, 'Web3' has been proposed—a decentralized, interactive digital network powered by blockchain technology without a specific central administrator. Predictions suggest that within Web3, decentralized communities will develop differently from the current 'centralized' model where everyone gathers under powerful platform operators.

Compared to Generation Z, Generation Alpha understands social media fatigue and the risks of self-publishing information. Their communication will likely center on sharing within individuals or communities rather than broadcasting to the general public. Even if targeting Generation Alpha, their communities will become increasingly fragmented, making it difficult to lump them together or apply uniform marketing strategies."

Generation Alpha, growing up constantly exposed to digital technology, will share diverse information online and accumulate varied experiences. Their communities are expected to become increasingly fragmented and complex.

Traditional approaches focused on gaining awareness through publicity and driving behavioral change will become increasingly ineffective.

Even now, PR practitioners daily craft stories and contexts based on target insights. However, when Generation Alpha becomes the main force in consumption, they will be required to grasp generational insights even more deeply than today, along with the ability to understand the ease of information diffusion (especially in the digital realm), new behavioral characteristics, and community traits.

In such an era, merely "acknowledging" diversity will not suffice. Above all, "understanding" it will be what will garner the empathy and support of Generation Alpha.

Marketing and PR: The Changing Future / The Unchanging Future

In the "PR and Media" section of this series, we touched on "publicity" as one function within corporate and product marketing/promotion activities.

In "PR and Japan," we introduced how PR as a business was introduced in Japan after the war by advertising agencies.

Related article:PR and Japan. What is the origin of the "PR, often misunderstood" issue?
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Related Article:PR and Media. Its Definition Shifts from "Venue" to "Connected People"

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PR as a former marketing tactic (or publicity, if you will) relied on mass media for its overwhelming information reach and the credibility of media outlets as "information rating agencies." This required a process called "media relations" to gain the understanding of information gatekeepers.

So, what about marketing and PR targeting "Generation Z" and "Generation Alpha"? Despite differences in how consumers perceive mass media and who serves as the primary information evaluator, doesn't it still resemble traditional PR?

The IT (information technology) revolution will continue to advance, and the relationship between people and information will inevitably change (AI will certainly emerge as a crucial "medium" in this process!).

As information flow becomes more complex, the workload and quality demands on PR practitioners will increase. They will likely face more moments of uncertainty about what to do. At such times, I want those who understand PR to remember there is a place to return to.

That PR is an endeavor aimed at building trust through two-way communication—repeatedly delivering messages while staying attuned to people's opinions and concerns.