Yep, it’s another article about Gen Z.

Stick with us: It’s because that generation will have a real sway on the future of the market — Gen Z holds $450B+ in spending power.

And brands have already been vying for a piece of that pie with targeted ads and influencer marketing.

The problem?

Gen Zers are sick of scrolling through a barrage of advertisements on their feeds.

Now, young people are flocking to private online spaces — like the humble group chat — to communicate without the roar of marketing campaigns, per Digiday.

But that leaves brands scrambling to find creative ways to reach their target consumers. Some are experimenting with other private communities:

• Discord, a chat app for gamers with 196.2m monthly active users, has been used by brands like Wendy’s, Gucci, and Sephora to create communities.
• Smaller group chat app Geneva launched in 2021 and has raised $22m in funding. Brands like Mejuri and Rare Beauty, as well as individual creators, have set up shop.

This trend is pretty retro — let’s not forget our collective obsession with Facebook Groups in the early 2000s, and the following explosion of brand-created groups.

Plus, it makes sense for a generation that gravitates toward simpler times. We’ve covered Gen Z’s love for outdated tech and its desire to get offline.

The next iteration of this trend…

… will likely be about herding users into ad-supported, brand-friendly communities that are easier to infiltrate.

Many already exist, like Fortnite, Roblox, and the metaverse, joined by newcomers like RTRO — a ChatGPT-powered messaging app for Gen Z.

These online spaces allow brands to advertise more naturally without disrupting users or, worse, losing customers.

Whatever you do, just don’t you dare send Gen Z a green text.

Last year, California made it illegal for companies to charge what’s known as a “pink tax” — a higher price for products marketed to women. Often pink in color, these products are the same as gender-neutral products or those marketed to men, yet more expensive 42% of the time.

Many are also downright silly — laxatives, but for girls! — but when Bic tried it, it backfired spectacularly.

For whom, exactly?

Bic launched its most iconic product, the ballpoint pen, in 1950. Since then, the French company has expanded to offer razors, lighters, and even phones.

Bic for Her debuted in 2011. The pens came in pink, purple, and pastel colors, and were supposedly designed to fit a woman’s hand. Advertisements painted them a stylish fashion accessory.

Naturally, the idea that women’s hands were too small and delicate to hold a regular pen resulted in a deluge of sarcastic reviews on Amazon and widespread ridicule.

Bic ultimately discontinued the pens, simply thanking its customers for their “honest feedback.”

What went wrong

Gendered marketing sometimes makes sense, but many products — including pens — are the same no matter who’s using them.

Bic could have simply manufactured pens in pretty colors and sold them to all genders without the “for her” bit, but instead leaned into dated stereotypes ripe for mockery.

It also failed to learn from its mistake. In 2015, Bic South Africa released a cringey advertisement that read, “Look like a girl, act like a lady, think like a man, work like a boss,” for Women’s Day.

The company later deleted the ad and apologized, saying it was meant in “the most empowering way possible.” It also deleted that post and apologized again.

Bic, you make pens. Just chill.

And now: Please enjoy this subreddit for pointlessly gendered items.