Let’s face it: brand loyalty doesn’t look like it used to.
In the age of infinite scroll, viral hauls, and 15-second reviews, consumers, especially Gen Z, are always one click away from something new.
A recent McKinsey & Co. survey shows that 62% of Gen Z still check other options, even when they already have a go-to brand.
What Makes Consumers Actually Splurge?
When we asked consumers what finally convinces them to spend, their top answers were:
- Word of mouth
- Social media ads
- Influencer posts
But the twist is: What counts as “word of mouth” depends on the generation.
For Gen Z, a TikTok GRWM video from their favorite creator is word of mouth.
While Gen Y and Gen X are still asking their best friend or trusted hair stylist.
So, to win trust across generations, your message needs to be native to their world, not just your marketing plan.
- Sell the Lifestyle, Not Just the Product
Cult brands don’t just sell products. They sell aspiration. Emotion. Identity.
Beauty labels that curate playlists, design skincare rituals, or include journal prompts show us what modern branding looks like. The strongest brands understand this truth: people aren’t just shopping, they’re also seeking connection.
- Creators: From Billboards to Best Friends
In this landscape, creators are more than ad space, they’re also storytellers. The right influencer will make your product relatable to their audience, posting it into a shareable format to amplify the message. When they’re aligned with your lifestyle positioning, creators help your product pop and stick.
- Invite, Don’t Just Instruct
Smart brands are bringing creators into product development, packaging decisions, even brand direction, and documenting it all in real time. When consumers feel seen and included, they become emotionally invested.
- Plan Your Strategy with Insight instead of Guesswork
Truth is, no marketing tactic will cut through the noise without proper groundwork. Just because that strategy worked on others, doesn’t guarantee it will work on your audiences. That’s where we come in.
At Venas Consulting, we help brands audit their entire marketing ecosystem, because sometimes, it’s not the product that’s the problem, it’s the positioning.
Our Brand Audit & Strategic Direction service is trusted by 30+ top Indonesian beauty brands who want their campaigns to connect.
From analyzing the market landscape, to redefining your brand voice and campaign direction, we help beauty brands recalibrate before the next launch, not after it flops.
Let’s align your message with what consumers actually want.