Gen Z has come to dictate a lot of what happens in major industries, such as fashion, entertainment, and tech. Their tastes and preferences are being actively catered to and we can see how these industries are increasingly adapting their products to suit this massive market. Their marketing campaigns are fine tuned to appeal to this segment as well, since it has become evident to companies that tapping into Gen Z wallets is crucial for growth.
A lot of it has to do with how Gen Z is going through life collectively. They hold on to their individuality and their unique personalities but are also more mindful of the struggles and challenges their peers go through. Life for them is a collective and collaborative experience. This presents a golden opportunity for marketers. If they're able to get their foot in the door, Gen Z's penchant for word of mouth marketing enables them to rapidly expand their customer base.
It appears that Samsung has made a conscious decision to target this segment of the market specifically for its new foldable phones. Even though two new foldable phones are going to be unveiled at Unpacked on July 26, Samsung has been promoting the event exclusively through its #JoinTheFlipSide campaign. The spotlight is firmly on the upcoming Galaxy Z Flip 5 even though it's not going to be more expensive model, that honor rests with the Galaxy Z Fold 5. We've even said in the past that Samsung's dropping the Galaxy Z Flip 5 like it's a summer hit from Drake.
Over the years, Samsung has presented the Galaxy Z Flip phones as the more hip option catered towards the tech and image conscious Gen Z demographic. Its #JoinTheFlipSide campaign appears to be a natural evolution of the marketing efforts of the past few years. It now wants to drive the point home that the Galaxy Z Flip 5 is the phone for people in this age group.
The Galaxy Z Flip 5 has the potential to be all things to all people in this demographic. It's compact, it will be offered in vibrant colors, it's going to be a bona fide flagship phone, and it's unique in the sense that it folds in half. There aren't many phones available worldwide right now that can do that.
It's also going to be more attainable. The Galaxy Z Flip 5 is likely going to start at $999 in some markets, like its predecessor, so these younger customers who already face a more challenging economic climate than the generations before then, won't have to fork out $1,800 or more for the Galaxy Z Fold 5.
After having built up significant good will for its foldable phones over the past few years, Samsung now looks set to significantly increase its foldable phone shipments from 2023. It understands that the Galaxy Z Flip series is crucial to achieving this objective, largely because of its more attainable price tag. It just needs to make this device the darling of the Gen Z demographic.
So how does Samsung go about tempting the Gen Z to open up their wallets for the Galaxy Z Flip 5? It all starts with how the company is positioning its upcoming foldables. There's barely even a mention of the larger Galaxy Z Fold 5 in all of the hype it's generating for the Unpacked event on July 26. Even the teasers have all been about the Galaxy Z Flip 5. It's as if the a larger model doesn't even exist, but Samsung isn't making a lot of fuss about it.
We can also expect that the main thrust of Samsung's marketing campaigns for the new devices following the event will be focused on the Galaxy Z Flip 5. There may be compelling promotions on offer that further make it easier for them to purchase the handset. We may also see better trade-in values offered to customers willing to part with their older phones in order to get the latest clamshell.
As for whether this mission Gen Z temptation succeeds remains to be seen. There's a solid expectation that this year's foldable lineup will ship in even greater numbers than the predecessor and Samsung's particular focus on the Galaxy Z Flip 5 will certainly help in that objective.
If you'd like a chance to win a Galaxy Z Flip 5 or Galaxy Z Fold 5, don't forget to take part in our #JoinTheFlipSide giveaway and you could be one of the lucky people to get Samsung's new foldable phones for free!
