It’s getting harder and harder to engage consumers these days, since every business competes for their attention. Now you need to swipe, tap, and click in almost every ad (if you’ve ever seen a game ad then you know what we mean), and it’s apparent that businesses are in a race to not only capture attention but also keep it. But is piling the same solutions really the answer?
In May 2023, 78% of young people said they don’t feel engaged because of the lack of relevance when brands try to engage with their consumer base. And 56% of people from the same group said they don’t like the lack of authenticity.
Does it have to be like this? Or can we find modern ways to engage consumers and make them happy?
The Gen Z effect
Move over, millennials–Gen Z is setting the tone for how brands engage with their audience. Raised on TikTok, YouTube Shorts, and Instagram Reels, this cohort is extraordinarily tech-savvy–you’re free to say they’re tech-native. Can you guess what are gen Z media consumption trends nowadays? Well, apparently they crave authentic, snackable content that speaks their language and meets them where they are. A beautifully created Instagram post? Cute. A relatable 10-second clip with humor and personality? That’s gold.
Gen Z also likes brands that prioritize social issues. They’re not shy about calling out performative activism or brands that fail to align with their core values. To keep them engaged, you must step up their game: think inclusivity, sustainability, and authenticity, all neatly wrapped in a bow of creativity.
But Gen Z’s influence doesn’t stop at social media. They’re reshaping how companies approach customer service. Expectation levels are high–great app experiences, quick responses, and personalized interactions are no longer perks but prerequisites.
The rise of business phone systems
While it might sound old-school, the business phone system has had a major glow-up. You see, modern systems aren’t just about making calls–they’re the lifeline for creating meaningful customer connections in a hybrid world. You can now use advanced platforms to scale your operations globally, which can enable you to create numbers in more than 100 countries and onboard teammates from multiple departments by the end of the day.
Flexibility is key here. Businesses can adjust settings to align with their ever-changing demands, all from the comfort of web, desktop, or mobile apps. Gone are the days of clunky, inflexible systems–today’s platforms integrate with no trouble into everyday workflow.
Take it a step further, and these systems can automatically sync with Helpdesk and CMR platforms. This means less time toggling between tools and more time focusing on what really matters–delivering great customer service. Do you need to check account history, review call recordings, or track every conversation’s context? It’s all there, just a click away.
And don’t forget the insights. Modern business phone systems let you analyze trends like inbound call rates, hold times, and individual team performances. Like this you can identify gaps and inefficiencies, and make decisions backed up by data to improve both individual and team outcomes.
Hyper-personalization
If data is currency, then hyper-personalization has the central stage. Today’s consumers don’t just appreciate tailored experiences–they expect them. Just take Netflix recommendations for example, or how Spotify is able to create that perfect list you can listen to for days on end. Personalization is what makes occurrences like these possible.
You probably saw a lot of brands, if you’re not among them, that use AI and machine learning to predict consumer preferences. It goes from product recommendations to tailored email campaigns. But, simply said, with great power comes great responsibility: consumers also want to know their data is being used ethically. Transparency and consent are not for negotiation.
For your business, hyper-personalization isn’t limited to marketing. It extends to customer support, product offerings, and even loyalty programs. It’s all about making people feel understood and valued–because nothing says, ‘We see you’ quite like a perfectly timed offer or a solution delivered before they even realize they need it.
The fusion of physical and digital (phygital) experiences
Remember the days when shopping was either physical or digital? Now, it’s all about blending the two. Welcome to the age of ‘phygital’ experiences, where the lines blur and people enjoy the best of both worlds.
You wonder what this actually is? Think virtual try-one, in-store augmented reality, and click-and-collect services. Retailers are using technology to enhance brick-and-mortar stores, while e-commerce platforms are making online shopping feel more tangible. The goal? An effortless, delightful experience regardless of where or how consumers engage.
Phygital isn’t about shopping only–it’s reshaping entertainment, education, and even healthcare. Fitness apps now offer live virtual classes alongside in-person studio sessions. Museums are creating virtual tours for armchair travelers. The result? Enhanced accessibility and convenience for everyone.
Interactive engagement
Who doesn’t love a bit of friendly competition? Gamification–addin game-like elements to non-game contexts–has become a powerful tool for engagement. You can now turn mundane tasks into fun, rewarding experiences that keep customers coming back for more.
Take loyalty programs, for example. Starbucks uses gamified challenges to encourage app users to make repeat purchases. Temu will offer you a lot of free stuff if you buy something of the same value, and you can even get a voucher for half the value. Duolingo turns language learning into a game, complete with leaderboards and streak rewards. Even fitness apps like Fitbit are adding social challenges to motivate users.
As you can see, gamification is fun, but it’s not all about fun–it’s more about creating deeper connections. It taps into intrinsic motivations like achievements, competition, and collaboration, and it can develop a sense of community among users.
Sustainability as a consumer demand
Sustainability was a long time ago a ‘nice-to-have’–now it’s a must. Consumers, especially younger generations, are holding brands accountable for their environmental impact. From eco-friendly packaging to carbon-neutral shipping, sustainability initiatives are becoming a key differentiator.
When it comes to being eco-friendly, the story mostly revolves around the brand’s entire ethos. Businesses are being scrutinized for their supply chains, energy usage, and even their stance on social and environmental issues. Transparency is important here–people want to see action, not just promises.
Brands like Patagonia and Lush are leading the way. They demonstrate how sustainability can be woven into every aspect of a business. And it’s paying off: consumers are willing to pay a premium for brands they trust to do the right thing.
The power of belonging
In a world that often feels disconnected, community is everything. Successful brands sell products, yes, but they also create spaces where people feel they belong.
Social media groups, branded hashtags, and online forums are just a few ways you can foster connection. The focus is always on shared values and interests, whether it’s a tech brand building a developer community or a fashion label celebrating body positivity, or a kpop boys group where their fans feel like home.
These communities aren’t just great for engagement, they’re powerful for advocacy. A loyal customer base that feels connected to a brand is more likely to share, recommend, and defend it.
The need for speed
People have grown accustomed to instant responses, same-day deliveries, and digital interaction that won’t be interrupted. The demand for speed shapes how businesses operate, so you can have a chatbot answering a query in seconds or a product arriving at their doorstep within hours, and the feeling is going to be great both for your business and for customers.
Brands like Amazon have set the gold standard with their lightning-fast logistics, but it’s not only e-commerce that’s feeling the heat. From customer support to content delivery, every touchpoint must be perfect when it comes to catering a consumer base that values their time above all else. Slow response times can lead to frustration, negative reviews, and even lost customers.
To keep up, you can invest in technologies that prioritize speed without sacrificing quality. AI-driven tools, automation, and real-time analytics can help your business respond to customer needs with unprecedented efficiency. Yes, the challenge is to deliver quickly, but also to make sure that experience remains personal and meaningful. After all, fast service without care is just a race to the bottom.
The takeaway
Modern consumer engagement is about staying ahead of trends while staying true to what customers value. As a businessman/businesswoman, you probably need to understand Gen Z’s media habits, how to leverage cutting-edge business tools, and how to make hyper-personalized experiences, among other stuff. The key is adaptability.
Businesses that embrace these trends with authenticity and creativity are poised not just to survive—but to thrive—in an ever-changing landscape. And while the methods may evolve, the ultimate goal remains the same: building meaningful, lasting connections.
Petra Rapaić is a B2B SaaS Content Writer. Her work appeared in the likes of Cm-alliance.com, Fundz.net, and Gfxmaker.com. On her free days she likes to write and read fantasy.
