Marketing to Generation Z
July 23, 2018
For years, we have focused on the Millennial consumer and their wants and needs. Today, the newest generation – known as Generation Z and defined as those born after 1996 – are just beginning to enter the workforce. Though they currently only account for five percent of the work force, this generation of consumers is going to quickly redefine the marketplace. They are expected to contribute 44 billion dollars to the American economy and, by 2020, will account for 40 percent of all consumers. So how can marketers reach the new Generation Z? Here are several things to consider.
What Makes Generation Z Unique?
The members of Generation Z grew up with and are constantly on their devices (phones, tablets, etc.) As a whole, they:
- Live in a fast-paced world of continuous updates.
- Thrive on multi-tasking.
- Buy into the idea of the “customer experience” and expect businesses, brands, and retailers to be loyal to them.
- Are truly global citizens due to advancements in technology.
Because of these factors, there is a large paradigm shift for marketing to this younger generation.
Methods and Messages
Advertising methods and marketing messages must be fine-tuned to appeal to these tech-savvy consumers. For best results, the following should be emphasized when marketing to Generation Z:
- Move Quickly. To appeal to this generation, make sure that your message is succinct and to the point.
- Enter Their World. Marketing strategies should focus on mobile and social media outlets as well as user-friendly formats including video, images, and “stories.”
- Depend on the User. User Generated Content (UGC) is content - images, videos, tweets, and testimonials, just to name a few - created by unpaid contributors. In this instance, users are promoting the brand as opposed to the company.
- Sell the Experience and Outcome. Instead of depending on marketing gimmicks (such as flash sales), consumers of this generation like to be wooed by exceptional experiences. Show them how the product is used and the many benefits they will enjoy as a result.
- Tell Your Story. Generation Z prides itself on being informed customers who want to know with whom they are doing business. As a global consumer, they seek out companies that share the same values as themselves. For these reasons, make sure to tell your company’s story and highlight what makes your company unique.
- Adopt a Mobile Strategy. It is more important than ever before for businesses to have a robust mobile strategy in place. According to a recent study, over 50 percent of Generation Z spends more than six hours a day on their mobile phones. In our blog post The Importance of Having a Mobile Strategy in Business, we ask the important questions and offer concrete answers on how to implement a mobile strategy for your company.
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