Generational Gap: Who Is Gen Z And How To Market To Them
You have likely spent your time poring over articles bemoaning the woes of marketing to Millennials, but now it is time for new headlines: who is Generation Z and how do you market to them? The Generation Z age ranges between ages four to 24, and these consumers were born between 1995 and 2015. And they are considered to be the first generation that has grown up almost completely online.
You need a unique digital marketing strategy in order to reach this generation. Why? Because Generation Z characteristics differ significantly from Millennial characteristics. Generation Z (or Gen Z’ers for short) can be found on their smartphones more than on their laptops, they value loyalty and authenticity over novelty from brands, and they prefer unique and exciting advertising campaigns.
But Who Is Gen Z, Really?
Generation Z is the “always-on” generation. This means that they have grown up with modern technology and information readily available at their fingertips. This has affected how they approach decision-making, especially as they are in their teens and early 20s.
This shift in thinking presents a unique challenge for marketers, especially when we consider Generation Z and technology. Their constant connectivity means that marketers need to change gears when it comes to advertisements and content. Gen Z’ers are always performing research on products, allowing them to make informed decisions before they make any purchases.
Their research, however, also extends to brands. They will spend time researching a brand, its mission and vision, its values, and the people behind the brand before they even think about making a purchase. Simply put, Generation Z wants to connect with a brand rather than simply purchase from one. They want an experience as well as a product, and your digital marketing strategy needs to deliver.
What Does This Mean For Businesses?
Generation Z makes up an impressive swathe of the market – almost 32 percent of the global population in 2019 alone. And by 2020, it is stated that Gen Z will make up almost 40 percent of the global market. This means that their buying power is impressive, and their influence over their parents can almost double this power.
This is not a market that business owners should underestimate simply because of their age. Providing a memorable and relevant experience is one of the best ways to connect with this audience. However, this should start with optimising everything for mobile technology.
You can reach this market by using social media platforms such as Instagram and Facebook, which allow retail businesses to create “shoppable” posts that make it easy for users to buy your products. A shoppable post is one which you tag in the same way that you would tag a user, but you instead insert a price tag or link to a checkout page.
The always-on generation not only demands but expects brands to have websites and applications that are responsive and geared towards mobile-readiness.
How Do I Market To Gen Z?
This generation is known as the “social generation”. Everything they do, say, or think is documented on various social media platforms. In order to meet this growing movement, brands and businesses need to stay up-to-date on social media trends and maintain a relevant social media strategy.
Not only do you need to keep your presence, but you also need to become an active member of these online communities. You need to become a trend-setter in your industry, showing your young audience that you are able to meet and exceed their needs. Gen Z is full of innovation, creativity, and technological developments and these elements must be included in your digital marketing strategy if you are to reach this audience.
Pick Your Purpose
One important thing you must remember when it comes to Gen Z is that they care about the world. And while it is true that almost everyone does, the younger generations, including Millennials, are even more aware of the condition of the environment. They are acutely aware of the social, economic, political, and environmental issues in the world.
It is for this reason that Generation Z is more likely to choose brands that are environmentally and socially responsible. But, how does this affect you? If your brand or business does not have a purpose (other than making a sale), then it is likely that the younger generation will not be interested in making a purchase or using a service from you. Look at your core values and use these to attach your business to a charity or a cause and communicate these values and efforts.
Always Be Authentic
Authenticity, honesty, and transparency are three elements of any business that Generation Z truly values. This ties in with the fact that this audience is now more politically and socially aware than others before them, and are searching for brands that have the same values.
To appeal to these young up-and-comers, you need to be authentic and have integrity instead of using an overabundance of marketing jargon. Being authentic means that you need to showcase your values, speak honestly about your business issues, and create content that is valuable and relevant.
If you are battling to create a digital marketing strategy to reach Generation Z, contact NetMechanic today to find out how we can help you.