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Business 54 June | 2022 ironically, on YouTube: https://fi lmora. wondershare.com/instagram/instagram- reels-vs-instagram-story.html. Instagram states that Reels enables people a better chance to become known as "creators" and to reach new audiences. THE VALUE OF VALUES For Gen Z, it is important to realize that they are very value conscious and tend to favor brands that "keep it real."—whatever that means. We should fi nd out. "Keeping it real" implies being cool, but when applied to Gen Z as a defi ning quality, it means being honest. With marketing, that means not over-selling something, and just being, well, cool. It may mean allowing the product, such as your fl owers, to "sell themselves." Avoid identifying things as the "hottest new trend of 2022" or "the most popular fl ower on the market today"; Gen Z-ers will make those determinations themselves. "Keeping it real" does not apply to only your products; it means the perception of your business, as well. Your company may employ the hippest, most creative fl oral designer on the planet who has won umpteen awards, but marketing your business and the designer that way will not necessarily attract the positive attention of Gen Z consumers. Keep in mind that Gen Z-ers have grown up around a society that has an established technological core of smartphones and social media. ey don't know or understand life without the internet. ey know nothing about dial-up internet, VCRs and VTRs, records, cassettes and DVDs. TV—who watches that? We're talking about a generation that gets its entertainment, and, yes, its global information via TikTok and YouTube. ey consider themselves to be social minded, and they are more tech savvy than any previous generation. While it may still depend on where a particular Gen Z-er lives and each one's social background, this generation is considered to be the most racially and ethnically diverse generation ever. For example, one in fi ve Gen Z-ers identifi es as LGBTIQA+ (lesbian, gay, bisexual, transgender, intersex, queer/ questioning, asexual); nonbinary; pansexual; or other term, when describing their gender, sexuality and physiological characteristics. ese digital natives are most likely to buy from brands that have established clear values, are inclusive and have a strong online community. "For Gen Z, brands must demonstrate clear values and a clear mission; be authentic, transparent and accountable (keeping it real!); be entertaining; maintain the brand's personality; and build an online social media community."

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