IFA International caught up with Nour Idelbi, speaker at IFA this year and visionary 19-year-old founder of SafeSpace, to learn about the nuances of Generation Z, her generation, and how companies can effectively target younger people
For Ms Idelbi, brands need to adapt their strategies to the younger generation’s mindset and use the tools and technologies they value.
What are some key characteristics of Generation Z and how should companies adapt their marketing strategies to effectively reach it?
They are digital natives who grew up with the Internet and smartphones and because of that they are always online. They appreciate instant communication, and prefer digital interactions over face-to-face ones. They are also skeptical of traditional advertising. Gen Z values authenticity and transparency in brands, and is quick to spot insincerity. And, as the most diverse generation yet, they expect brands to reflect diversity in their marketing. We are socially conscious too, and concerned about issues like climate change, racial equality, and mental health. Brands that take a stand and align with these values can build stronger connections. In spite of that, they have short attention spans and content needs to be engaging and to the point. Interactive content works best. Finally, they are influencer-driven. Peer influence and recommendations are powerful and micro-influencers who they can relate to can be more effective than big celebrities.
When Gen Z is included in decision-making processes, that can lead to innovation and new perspectives that might have been overlooked otherwise.
How is technology shaping the future of marketing for Gen Z? What tools or platforms should marketers focus on to engage them?
Social media rules. Platforms like TikTok, Instagram, and Snapchat are where we spend most of our time. And they aren’t just entertainment platforms; they’re where we discover new things, connect with people, and even inform ourselves. Brands need to have a strong, creative presence there. Interactive experiences and AI personalisation are great ways to make shopping more fun, and live streaming with videos is a good tool because it feels more personal. A lot of small businesses are doing this very successfully on TikTok live. User-generated content also makes us feel involved and brands should encourage people like you and me to create and share content. They should definitely focus on that.
How important is it for young people, particularly Gen Z, to be involved in decision-making processes?
We have a different way of looking at things. When Gen Z is included in decision-making processes, that can lead to innovation and new perspectives that might have been overlooked otherwise. I was asked to set up the Gen Z board for the companies Essence and Catrice. Their customers are mainly from my generation, so it only makes sense to include a younger person in the decision-making process.
Overcoming the challenges of entrepreneurship at 19
Being a very young entrepreneur in the tech industry poses certain challenges that Ms Idelbi has worked to overcome. “As a 19-year-old, it’s tough to be taken seriously sometimes,” she admitted, perhaps feeling that she has to demonstrate her worth more than someone older and more experienced. “I’ve had to prove myself by producing results, and by showing I know my stuff.”
Ms Idelbi also recognised the stress involved in being an entrepreneur. “There’s this pressure to always be working, especially in the startup world. I’ve figured out that it’s good to be busy, but not necessarily with things that have no impact on my company, my loved ones, and my mental health.” She also gave a word of advice to other young entrepreneurs looking to break into tech and get their projects off the ground: “Stay persistent and believe in yourself. Even if everyone calls you naive.”
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