Nurturing Your Brand in the Gen-Z Ecosystem

Good morning, pioneers in agritech, climate tech, and sustainable companies!

Grab yourself a cup of coffee and, let's explore the landscape of influencer marketing, a dynamic environment where purchase decisions are sparked.

Maura Smith, SVP of Marketing at Partnerize, recently outlined four key types of influencers over a chat with Forbes:

  1. Nano influencers: The grassroots with 1,000 to 10,000 followers.

  2. Micro influencers: A wider reach of 10,000 to 100,000 followers.

  3. Macro influencers: The big leagues, with 100,000 to 1 million followers.

  4. Mega influencers: The celebrities, with a million or more followers.

The larger the influencer's following, the greater their earning potential. Nano and micro influencers often earn based on conversion, providing a fair, performance-based model for brands and influencers alike.

These influencers primarily connect with Gen-Z audiences on various social media platforms. As of January 2023, the top six platforms based on user base are Facebook (2.96 billion), YouTube (2.51 billion), WhatsApp (2 billion), Instagram (2 billion), WeChat (1.31 billion), and TikTok (1.05 billion).

A significant 72% of 18-to-29-year-olds follow influencers, with 61% making purchases influenced by them. However, influencer impact decreases with age, necessitating a thoughtful, targeted approach from brands.

Despite these challenges, influencers generated an impressive $6 billion in sales in 2023, underlining the potential of this growing economy. With 78% of marketers leveraging influencer marketing, it's clear this is a trend worth paying attention to.

But here's a word of caution: Authenticity matters, particularly to GenZ. There's a rising trend called "de-fluencing," where honesty and authenticity in product reviews are prioritized.

The 18-to-29-year-old Gen-Z demographic is a highly attractive target for influencer marketing, given their receptiveness to new ideas and their life milestones. It's an opportunity worth considering for those looking to innovate in the fields of agritech, climate tech, and sustainability.

As we finish our coffee, let's remember the importance of nurturing authenticity while leveraging the potential of influencer marketing. After all, it's not just about selling—it's about growing a sustainable, future-focused brand. Cheers to that.


Elevate your eco-conscious brand with influencer marketing. Contact us for authentic content strategies that resonate with Gen-Z audiences and make a lasting impact.

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