10 MARKETING STRATEGIES FOR GENERATION Z
It’s past time to make a difference.
Whilst also Younger generation presently get the lion’s share of corporate attention, there’s a new child on the block — or, more accurately, a new generation of youngsters.
There is a new generation on the block, and it is called Generation Z. You’d be a fool if you didn’t take notice of them.
How can you customize your marketing efforts to target the generation that comes after the Millennials, and who is the generation that comes after them?
In this post, you’ll discover about the traits and interests of Generation Z, as well as 10 critical methods to use when marketing to this demographic.
What does Generation Z entail?
The generation after the Millennials is referred to as Generation Z. Generation Z is also known by the following terms:
Post-Millennials iGeneration
What is the average age of Generation Z?
Generation Z encompasses people born between the mid-1990s and the early 2000s, while there is no clear date range.
Gen Z refers to today’s teens and those in their early twenties. That implies Generation Z’s oldest members are either in college or about to graduate.
This is critical for companies.
It indicates that the generation after the Millennials is beginning to join the workforce, and as their earning power grows, so will their purchasing power.
Generation Z, regardless of your specialty sector, provides a great potential for long-term company development.
Why Is Gen Z Important for Your Company?
Gen Z, which encompasses today’s teens and early 20-somethings, now accounts for 25.9% of the US population and will account for around 40% of all consumer markets by 2020.
Purchasing Power of Generation Z
Furthermore, Generation Z is said to have $44 billion in purchasing power. Their true purchasing power, though, is closer to $200 billion when you include their effect on parent and property purchases.
In the end, don’t underestimate Generation Z.
When it comes to marketing to Generation Z, there are a few key strategies to keep in mind.
So now you know who the next generation is and why they’re crucial to companies.
Let’s take a closer look at the features of Generation Z and the tactics you should use while marketing to them.
1. Your company must have a goal (Other Than Making Money)
Generation Z is concerned about the state of the globe.
They are intensely aware of society’s current environmental, political, and socioeconomic challenges.
They’re also “more serious about it” than any previous generation, according to a research by The National Retail Federation and IBM. As a result, 55 percent of Gen Z choose eco-friendly and socially responsible firms.
Why is it important for corporations to be socially and ecologically responsible to Generation Z?
According to a Google survey, teens want companies to “reflect their beliefs, their expectations of themselves, and their peers.”
So, what does this imply for your company?
Generation Z, on the other hand, wants you to have a constructive purpose that helps the planet in some manner.
Isn’t that reasonable?
As a result, any company looking to generate money regardless of the collateral harm risks being ostracized by Generation Z.
So start with your basic principles and figure out how you can make a difference in society and the planet. Then, make sure Generation Z understands your mission and values.
Ugmonk does a fantastic job with this.
For every product bought, they’ve collaborated with Rice Bowls to offer a lunch for a child in need.
Ugmonk returns the favor
“Our charitable activities have garnered a lot of positive response from our clients,” says Ugmonk creator Jeff Sheldon. “People like knowing that a portion of their purchase benefits a worthwhile cause, so it’s a win-win situation for everyone.” It’s been a lot of pleasure seeing so many of our customers get behind the cause and donate generously during our charity drives.”
But here’s the thing: you can’t merely say these things; you have to act on them. The importance of authenticity cannot be overstated.
TOMS Shoes is another wonderful example.
They provide a pair of shoes to a kid in need for every pair of shoes purchased on their website. This “One-for-One” ad is precisely the kind of message that appeals to a generation concerned about making the world a better place.
One for One by Toms
So, what is your goal, and why is it important to Gen Z?
2. Encourage the development of entrepreneurial values
Following the Millennials, the next generation grew up during the Great Recession, experiencing the collapse of the housing market and their parents’ job losses.
They are well aware that there is no such thing as a job that is entirely secure.
“Job security is a total illusion, as is long-term employment,” writes Jacob Morgan, author of The Future of Work. Employees are being laid off in droves…by the thousands! They only make broad cutbacks when absolutely necessary. The typical employment tenure is less than five years, and it’s less than three years for millennials.”
Unsurprisingly, the majority of Generation Z wants to take control of their own destiny. In fact, 72 percent of American teenagers say they want to start their own company one day.
Furthermore, 61% of this cohort intends to start a company right after graduation.
Generation Z likewise places a lower priority on formal schooling than previous generations. They look at the skyrocketing college tuition prices and wonder, “For what?”
Generation Z is likewise well-aware of the vast amount of information available on the internet.
They’re good researchers and self-educators, with 33% watching courses online, 20% reading textbooks on tablets, and 32% collaborating with peers through the internet.
It’s no surprise that just 64% of Generation Z intends to attend college, compared to 71% of Millennials — a 7% drop.
Despite a growing skepticism of formal schooling and job stability, the generation after Millennials remains hopeful about their future. More over half of Generation Z thinks they’ll be better off than their parents.
So, how does this affect your company?
Because your target audience is keen on learning how to manage a company, take them behind the scenes to demonstrate how yours operates.
Also, stressing entrepreneurial values like positivism, self-empowerment, drive, and resilience can help you connect with Generation Z.
3. Inspire Loyalty With Meaningful Interactions
Customer retention should be a key component of your marketing plan, if it isn’t already.
This is due to the fact that obtaining a new client costs five to twenty-five times more than keeping an existing one.
However, it will be more difficult than normal to keep Generation Z clients.
Take a look at the graph below from Statistica, which compares Gen Z against Millennials in terms of brand loyalty:
Brand Consciousness in Generations
Unlike Millenials, Gen Z is unconcerned with brand recognition.
In addition, a Lab42 poll found that Generation Z customers are less likely to be inspired by loyalty programs than Millennials.
To keep their business, you’ll have to work extra hard.
Meaningful conversations are one of the finest methods to do this.
Consumers in Generation Z are eager to engage with the businesses they love. Particularly,
For a marketing promotion, 42% would play an online game.
A brand-sponsored event would attract 38% of people.
44% indicated they would be willing to offer product design suggestions.
For a brand, 36% would generate digital content.
Solicit ideas and input on product and brand concepts through hosting contests, games, and events.
Engage Generation Z in meaningful interactions in whatever manner you can to cultivate brand loyalty.
That brings me to the next point:
4. Use a personal, relatable tone of voice while communicating.
When it comes to outdated old sales practices and obvious efforts to deceive clients, Millennials are less tolerant than older generations.
They have become sophisticated as a result of their exposure to the internet and “false news.”
As a result, dishonest “flash sales” and pushy sales pitch must be substituted with accessible, relaxing language.
Take a look at the website for Domino’s Easy Order. Their writing style appeals to a younger readership immediately.
Communication with the Audience
Take a look at how Domino’s describes their simple order service: “When you set up your Easy Order, I’ll have your favorite order waiting for you.” All that is required of you is a single click. When you’re tired after a hard workout, re-inventing the wheel, or if you’re simply CBA typing.”
Furthermore, according to Google’s Gen Z survey, 26% of adolescent customers anticipate merchants to provide a more customized experience based on their buying behaviors and interests.
Only 22% of Millennials and 11% of Baby Boomers, on the other hand, had the same expectation.
Email list segmentation is one of the simplest methods to provide a customized purchasing experience.
“When CEOs use the abbreviation ‘ROI,’ they are utilizing the traditional sense, which stands for Return On Investment,” Deep Patel, a writer and entrepreneur, noted. However, I consider it in terms of ROI. Investing in connections and engagement, as well as placing a premium on meaningful contact – both for them and for you — will benefit your company much more than conventional advertising, marketing, and communication.”
Finally, personalizing purchasing experiences and connecting with Gen Z on a human level are critical.
5. Make sure your mobile experience is as good as it can possibly be.
According to an IBM poll, 75% of Generation Z said their primary device is a mobile phone or smartphone.
Comparing Device Use
When compared to Millennials, Gen Z people were significantly younger when they acquired their first smartphone, which makes sense.
Teens nowadays, on average, acquire their first phone when they are 12 or 13. Those between the ages of 25 and 34, on the other hand, got their first smartphone at the age of 20.
“Part of the attractiveness of smartphone use for folks this age is that the phone is likely the first big-ticket item that they have personally owned,” says eMarketer analyst Mark Dolliver.
Furthermore, Google claims that Gen Z makes the majority of their internet transactions using their cellphones.
Shoppers in Generation Z
Teenagers, predictably, prefer to purchase online.
The biggest reason, according to another Google research, is ease of use.
Online Shopping for Teens
As a result, companies must be mobile-friendly.
This includes choosing a mobile-friendly website style, streamlining your checkout process, and producing content that is suitable for mobile screens, such as vertical videos.
6. Recognize how Gen Z interacts with social media.
It’s critical to understand how Generation Z utilizes each big social media network when generating content and marketing that connect.
For various activities, Generation Z utilizes several social networking sites.
Generation Z: According to a recent Response Media research,
On Instagram, they may show off their ideal selves.
Snapchat is a great way to share real-life events.
Follow us on Twitter for the latest updates.
Market Wired discovered that Instagram is the most popular platform for brand discovery, with 45 percent of kids using it to discover new brands, based on data from Facebook Plus.
When it comes to shopping suggestions, Generation Z prefers YouTube (24%), Instagram (17%), and Facebook (16%).
When generating content or advertisements for Generation Z on various social channels, keep these social media trends in mind.
7. Put Facebook aside and concentrate on Snapchat.
While 34% of US teenagers believe Facebook is for “old people,” they still use it.
What GIF is this, Ron Burgundy?
Over a three-year span, Facebook lost more than 25% of its members aged 13 to 17.
Obviously, Facebook is still a viable method to contact Generation Z, but if you want to step up your game, Snapchat and Instagram are the places to be.
According to the Taking Stock with Adolescents poll, Snapchat is the most popular site among U.S. teens, with 45 percent saying they prefer it over Instagram.
Furthermore, a whopping 71 percent of Generation Z utilizes Snapchat on a regular basis, with 51 percent using it 11 times or more each day.
So forget about Facebook and start utilizing Snapchat, Instagram Stories, and Instagram advertisements when it comes to the generation following Millennials!
8. Make Snackable Content with a Video Focus
The continual flood of stimuli on the internet is wearing you down.
A Millennial’s average attention span is 12 seconds, whereas Generation Z’s is just eight seconds.
This isn’t even close to caviar.
In addition, Gen Z utilizes many digital platforms at the same time.
Millennials often switch between three displays at once, but Generation Z switches between five screens at once.
So, what does this imply in terms of marketing?
People in Generation Z despise non-skippable commercials and pop-ups and reject long-form material due to their shorter attention spans and demand for continual stimulation.
In fact, after just 9.5 seconds, Generation Z clicks “Skip” on skippable video advertising. Generation X, on the other hand, had to wait 12.6 seconds.
When using video commercials to reach Gen Z, it’s ideal to utilize a short format like YouTube bumper ads, which are limited to only 6 seconds.
Also, stay away from long-form information that’s tough to absorb (like this 3,000-word blog entry!).
Instead, use material types that can be consumed quickly. This is where apps like Snapchat, Instagram Stories, and Facebook Stories come in handy.
Because Gen Z loves video, these content outlets are particularly successful. So, if you’re trying to reach out to Generation Z, video marketing is a must.
Specifically, 71% of 13 to 17-year-olds watch web video on their cellphones for more than three hours every day.
9.Use of Smartphones by Teens Emphasize Your Privacy Commitment
Gen Z is concerned about their privacy.
In fact, 88 percent of Generation Z agreed with the statement “preserving my privacy is highly essential to me,” according to NGen.
What happens on the online remains on the web, Generation Z instinctively knows.
According to IBM’s Uniquely Gen Z poll, just around a third of teenagers feel comfortable revealing personal information beyond their contact information and purchasing history.
According to the same poll, 61 percent of people would feel more comfortable sharing personal information with businesses if they knew it would be safely held and secured.
Businesses must take action in this area.
Whenever you try to obtain information from Generation Z, be transparent and emphasize your dedication to keeping their information safe and secure.
Furthermore, Gen Z likes to use applications like Snapchat, Whisper, Yik Yak, and Secret to “produce more anonymous and private material.” We continue to share what we’re up to, but we’re picky about who sees it and how long it stays up.”
To interact one-on-one with Gen Z, marketers should rely on private and direct platforms like Facebook Messenger and Snapchat.
ten. Collaborate with micro-influencers
Influencer marketing is a strong tool for promoting your company and brand. And Generation Z has a lot of promise.
According to Google, 70 percent of adolescent YouTube followers have a stronger connection to YouTube producers than to established celebrities.
Celebs vs. YouTubers
That’s not all, however.
According to Fullscreen research, over 44 percent of Gen Z respondents tested a suggestion from a “digital creator” (defined as someone who rose to popularity only via the internet), compared to just 36 percent who tried things promoted by celebrities.
Small companies would benefit from this since these influencers are significantly more accessible than star influencers.
So make contact with micro-influencers in your field.
Although the typical influencer gets $300 per sponsored post, many smaller influencers would gladly promote your product in return for a free sample in a video or social media post.
Consider giving the influencer three samples: one for themselves and two for their followers to enter in a contest or competition. Everyone benefits: you gain exposure, they get free items and the ability to reward their followers, and their audience gets a chance to win prizes!
When it comes to marketing to Generation Z, there are a few issues to consider.
The hurdles of marketing to Gen Z might be daunting, but don’t let them deter you. These obstacles, like those faced by marketers selling to any other age, may be overcome after you’ve become acquainted with them. So, let’s look at some of the biggest obstacles you can encounter while marketing to Generation Z.
Generation Z is known for having a short attention span.
The attention span of Generation Z is around 8 seconds. That’s a few seconds less than Millennials’ attention span, which is about 12 seconds. This implies that every second matters when it comes to marketing to Gen Z. You’ll have less time to capture their attention, so you’ll want to make the most of it. To address this issue, marketers must ensure that material aimed for Generation Z is engaging enough to maintain their attention. So don’t waste time with long, superfluous introductions. You’ll only have around 8 seconds to persuade them that your material is worth watching.
Generation Z is continuously switching from one gadget to the next.
Marketing to Gen Z might be difficult if you aren’t already aware with their tastes, especially given their short attention span. Generation Z was born into and grew up in a world where technology and the internet were commonplace. It’s the age that grew up with the most modern gadgets around them, so it’s no wonder that they’re always switching between them. Whereas Millennials switch between three screens at a time, Generation Z may utilize up to five at once. It might be difficult for marketers to know how to reach them at the appropriate time and in the right manner since they are continuously hopping between gadgets.
Generation Z isn’t afraid to express themselves.
Gen Z is fearless. They won’t hesitate to inform you that your ad is bad. They’re outspoken about their opinions, which includes what they think of your ad. Consumers in Generation Z have grown up in a personalized environment, and they want marketers to tailor the experience to their own demands. And, good or bad, they’ll almost certainly share their thoughts on social media. As a result, it’s critical to remember to be more attentive and open to criticism while marketing to Gen Z.
You could now be wondering:
What Generation Will Follow Generation Z, and What Generation Do I Belong To?
Generation Alpha is the name given to the generation that comes following Gen Z.
Anyone born between 2013 and 2030 falls under this category. Between 2030 and 2040, Generation Alpha will reach maturity.
What about the generations after that?
Regardless of the lack of accurate dates when identifying generations, below is a brief summary of each generation now alive:
Teenagers (Generation Z)
Millennials are a generation of young people that were born between 1980 and 2000.
Mature professionals of Generation X
Baby Boomers, often known as retirees, are a generation of people who were born between 1946 and
Elderly retirees, the “Silent Generation”
Those born just after the turn of the twentieth century are known as the G.I. generation.
ThoughtCo’s picture below depicts these generations:
a summary of several generations
Businesses should look to Generation Z as the next big thing.
They now have an estimated $200 billion in spending power, which is expected to rise as more Gen Z workers join the workforce.
Remember:
Gen Z is passionate about making the world a better place and actively seeks out businesses that do just that.
Gen Z values authenticity and meaningful relationships. So concentrate your efforts on establishing personal connections and talking in a sympathetic manner.
The generation after the Millennials is likewise concerned about their online privacy, preferring direct messaging tools like Snapchat over open networks like Facebook.
Grow your brand’s reach through platforms like YouTube and Instagram Stories. Gen Z spends the majority of their internet time viewing videos on their mobile devices. Also, work with micro-influencers, who have more clout with Generation Z than celebrities.
Finally, Gen Z’s attention span is becoming more short. So, get to the point fast, eliminate lengthy advertisements, and develop material that can be consumed in little chunks.
Have you had any luck targeting Gen Z with your marketing efforts? Please share your thoughts in the comments section below.
