There is no shortage of information about marketing to generations. While we may have just mastered how to market to millennials, it’s time to put some thought into marketing to their Generation Z counterparts.
Generation Z (also known as Post-Millennials, the iGeneration, Founders, Plurals or the Homeland Generation) is defined as those born between 1996 and 2010. By 2020, as this group begins to graduate from school and enter the job force, they will comprise 40% of all consumers. Convinced that it’s a good idea to market to this generation yet? If not, you can read more about the impact of Generation Z, however, if you’re convinced this is a good market to invest in, read on for our tips for reaching them.
1. Get Social
It’s no surprise Generation Z is highly engaged on social media – the group practically grew up with smart phones in their hands. According to AdWeek, some Gen-Zers check their social media accounts as often as 100 times per day!
Not all social media tactics will be a home run with this group. Messages need to be short and to-the-point, this group will not spend time reading through paragraphs of messaging. Messaging must remain consistent while being tailored to fit each social media platform. You’ll get bonus points with this group if Gen-Zers are involved in the messaging too. Gen-Zers care about authenticity with advertising and they are looking for people who reflect their own lives in ads.
2. Stick to Your Brand Values
While Gen-Z may get the reputation of being self-centered due to their social media habits, don’t count them out when it comes to caring about social causes. This generation is sometimes referred to as the “do-gooders” as 60% want their jobs to impact the world, 26% volunteer and 76% are concerned about humanity’s impact on the planet. When considering how to market to this generation, start by identifying your brand values. According to Fluent, 25% of adult Gen-Zers report that brands sharing their core values is extremely important to them.
3. Be Easily Accessible
Gen-Zers are growing up with the conveniences of Amazon prime, household item deliveries and ride-sharing programs. Because of this, they expect an ease at which they get information from the brands they value – and they will pay more for convenience. Make sure everything on your website is easily accessible and if you have any tangible products, having an online delivery option is key.
While there’s no way to know everything about the habits of Gen-Z, the things we know so far give businesses a leg up when starting to market to this group. At the end of the day, this group is socially conscious, used to convenience and ultimately wants to work with authentic brands – does your business fit this criteria?