Niche and Mass Branding Influence on Gen Z

14 March 25

Both mass and niche branding are representations of how brands can appear in the market and how they are perceived by the audience. Whether they are widely praised or quietly appreciated by a small group of people—the so-called “underrated”—both approaches offer distinct advantages. Yet, the question remains: which one is more profitable and easier to maintain?

Mass branding targets a broad audience with the specific goal of reaching a large scale of people. It doesn’t focus on specific demographics and primarily promotes products and services to a wide market—making it easier to capitalize on current trends. The key feature of mass branding is delivering a message that appeals to a broad audience, creating value, and fostering brand awareness and exposure. Since the target audience is highly misaligned, mass branding is often seen as achieving limited success. The “generic” label can be a disadvantage, causing it to lose authenticity or fail to deliver a relatable message to its audience. 

On the other side, niche branding involves deeply understanding its audience by knowing exactly what they want and how to meet their unique needs. Brands need a well-defined strategy with consistency to help create an emotional connection with the audience. Brand personality and values are important to ensure long-term loyalty and brand recognition. For example, people who seek a healthy lifestyle often belong to a niche audience, as they tend to look for specialized products that meet their specific needs. Vegan skincare for sensitive skin or healthy food for organic enthusiasts requires a strong value proposition to attract new audiences and retain loyal customers. 
Brand like Sensatia Botanica has targeted customers who prefer natural ingredients for their skin and are looking for products that are gentle and organic. The brand also emphasizes environmental conservation through its campaigns and eco-friendly packaging. 

Another example is Burgreens, Indonesia's leading plant-based food chain, which offers healthy food for vegetarians, flexitarians, or anyone adopting a healthier lifestyle through the food they eat. The brand also places a strong emphasis on improving the welfare of local farmers and promoting environmental sustainability, ensuring that the impact of the food customers consume extends to both social and financial sustainability. 

Though a specific target market takes time to build, niche branding can start by focusing on the most significant consumer group in the digital market: Gen Z. This generation is selective and always prioritizes its values, style, and social impact. Social media presence and the community surrounding the brand also play a significant role in how Gen Z perceives it. For this generation, brand loyalty is often influenced by how well a brand aligns with their needs and personal style. They prioritize authenticity and values how a brand communicates its message, making them influential market drivers and likely resist mainstream trends.

There is no definitive right or wrong choice when deciding between mass or niche branding. Both have their own strengths and weaknesses, but the key is for the brand to understand its audience and determine which approach aligns with its needs and values. Both strategies can be profitable and manageable when executed with the right approach. To help your brand make the right move and strengthen its identity, contact Milestone to enhance your branding strategy