6 Tips for Marketing to Generation Z
Generation Z is loosely defined as individuals born after the mid-1990s. They are a unique segment, born into a digital world, consumed by social media and fearless in carving out their own path.
At the older end of the Gen Z spectrum, members are entering college and the workforce. The younger ones are highly influential on their parents’ buying decisions. Called the “holy grail for brands” by Marketing Magazine, Gen Z is a major consumer group and one not to be overlooked.
Here are six tips on how to market to this highly-coveted demographic.
The best marketing campaigns span a variety of media while delivering a consistent message. Since Gen Z spends most of its time connecting, communicating and evaluating online and experiencing life through five screens – smartphone, TV, laptop, desktop and iPod – marketers must tell their stories across these multiple formats.
Social media reigns, but not all platforms created equal
According to Mashable, Gen Z may be the most socially savvy group, with 81per cent of teenagers on social media. But reaching Gen Z, is knowing which social platforms they really use and truly value. With Facebook currently losing a significant portion of its under-18 users, YouTube, Instagram and SnapChat are becoming the front-runners.
Growing up in a time of economic uncertainty has forced Gen Z to be a resourceful, innovative and entrepreneurial demographic. This demographic is more ambitious and inventive than its Millennial counterpart. Members of Gen Z seek their own solutions and take pride in their independence. Marketing strategies that address this desire to be self-reliant and enable this group to be their best selves, are key to success.
Raised in a post-911 world, amid the shadow of depleting resources and global warming, Gen Z gravitates toward brands that are transparent and socially responsible. They are more likely to choose a product from a company with whom they share values, over brand popularity.
Play up visuals
Gen Z have shorter attention spans. They are consumers of ‘snack media’. They prefer images over text and communicate in symbols and icons. Marketers must speak the same language, and in bite-sized portions, to keep Gen Z’s attention.
Contrary to the generation before them, Gen Z is less likely to believe in the “American Dream” or be fooled by images of romanticized beauty. They are practical. They are realists. And they expect to be spoken to authentically, so avoid stereotypical jargon like ‘LOL’ and ‘YOLO.’
Gen Z will continue to define the future of consumer behaviour. Companies that understand how to effectively market to this group now, will be better poised to continue engaging them for years to come and to keep them as loyal customers.
Social researcher Mark McCrindle says, Gen Z is “the most connected, educated and sophisticated generation in history. They don’t just represent the future, they are creating it.”
For additional insight about how to market to Generation Z, click here.