Each generation leaves its mark on the market one way or another - from products and services to sustained causes and interests. That is why a well-thought Marketing Strategy should not be the missing piece from your puzzle, since it can bring you what you may be looking for.
As Marketing is about the consumer nowadays, it is necessary to be up to date with the changes brought by the new generations on the market, so that you can adapt your business according to their needs and habits.
Who is part of the new generation?
You may have heard of Millennials before: they have been in the marketers’ spotlight for the past few years and will stay there for the next decade. Nevertheless, you should also pay attention to the next generation, which is Generation Z, or Gen Z.
Gen Z includes young people born between the mid-90s to 2010. People who are included in this generation are atypical, growing up with technology constantly evolving.
More specifically, Generation Z includes young people who are around the age of 20, which means that the oldest in this generation are now finishing college.
How can you recognize people from Generation Z?
They are multitaskers - they can either listen to music and write messages or talk to friends… everything at the same time;
They live and act fast-forward because everything is fast in the age of technology;
They are used to reading materials on their devices and are able to navigate through them quickly.
Until now, Gen Z represents a growing percentage of business customers with great purchasing power. They are the people who influence their parents into buying things, so their purchasing power can even double or triple.
Are Millennials any different from Gen Z-ers?
Yes, Millennials and Generation Z are very different generations, with different beliefs and mentalities. Not even their buying beviour is similar, so adapting your Marketing Strategy from one generation to the other can be challenging - but not impossible!
It is estimated that by 2025, Millennials will represent around 75% of the world's workforce. At this moment, Millennials represent 40% of the world population and they have reached adulthood. On the other hand, starting 2030, these percentage will start to fall below 37%, and Generation Z will reach the spotlight.
Source: https://www.visualcapitalist.com/meet-generation-z-the-newest-member-to-the-workforce/
What you need to know when switching to gen z
Generation Z has a short-term attention span
Don't get lost in the details, because people who are in the Generation Z prefer compact Content Marketing, easy to understand and easy to read. They are constantly on the move and have no time to waste, getting bored quickly and always in need of something new and authentic to keep them focused.
They are more empathetic
Generation Z empathizes more easily with the people around them. They can get involved in social causes of any kind. They are eager to help, eager to donate or support brands that also support a cause. Corporate Social Responsibility messages are appreciated and encouraged by them - that is why you can introduce these messages in your Social Media Marketing strategy.
They are a bit shy
Although Generation Z is represented by jumpy and ready to help at any time people, they are quite shy and do not have much confidence in their own strengths. Not too many are comfortable to be the center of attention. When addressing to Generation Z, whether you do it through Social Media Services, Email Marketing Services or Paid Ads, make sure you have a soft approach so that the brand doesn't seem to invade their personal space - they don't like it.
They are in a constant need of human contact
Although they are called Digital Natives and have grown up with technology from an early age, Generation Z appreciates human contact more than ever. They only need a small impulse to get out of the technological "bubble" and to "taste" life more.
They change their constant devices
Even though the smartphone is probably the most used device ever, Generation Z uses the laptop and tablets very often, constantly switching between devices.
They want to express their personality
The sentence "Be yourself!" is the most representative for them, because they no longer buy things to be in trend, they buy products or services to express their own identity. Very often, Gen Z wants personalized products and are willing to pay more for premium products and services that highlight their personality.
They are supportive of diversity and equality
A recent study shows that 66% of them believe that communities were formed due to common interests and causes, not due to economic background or level of education.
They do not fear online shopping
Generation Z buys online without any fear, because they know how to select and filter products and services, depending on their needs and desires. However, your e-commerce website must be modern, secure, with quality and mobile-friendly images.
How to build a Successful Marketing Strategy for Generation Z
make use of User generated content (ugc)
Because they are not afraid to buy online, Generation Z relies mostly on reviews, the brand's customer stories and their experiences. Without all these benchmarks, they may choose another brand.
Develop an authentic brand
Over 63% of young people who are part of Generation Z prefer to see "real people" instead of illustrations, when it comes to Social Media Paid Ads. They place great emphasis on communicating in an authentic and personal way, which makes them feel understood.
Be concise when communicating
Generation Z young people prefer content that is concise, easy and quick to read, funny and representative. Use gifs, emojis and memes. Remember, the attention span of young people in Generation Z is a maximum of 8 seconds.
Don’t forget about Mobile & User Savvy - User Experience
Generation Z befriended technology from an early age. User Experience is something that should not be neglected - young people know what a website should look like and are looking for a “route” that is as easy to use as possible. This could make a difference many times - especially in the final purchase decision.
Be part of something bigger
Your brand needs a purpose (other than making money). Generation Z is the generation that supports causes, and they will always choose a brand that supports something rather than one that has only good branding and does not support any cause.
55% of Generation Z will choose brands that are eco-friendly and socially responsible. Another Google study shows that young people want brands that are a representation of the values and interests that they support.
They want to support brands that are fighting to make the world a better place. What’s more is that 61% of them said they would pay more for brands that are produced in an ethical and sustainable way.
Don't be afraid to show the world what causes you believe in, what values your business is based on, how you produce what you sell or the low impact you have on the environment - you can use social media to spread these messages, and we can help you do that. Read more about Social Media Marketing and how we can help you.
Generate loyalty!
Winning a new customer will cost you 25% more than the loyalty of an existing customer. Generation Z wants to support and interact with their favorite brands. Here are more facts:
42% would participate in online contests and giveaways for a brand's campaign;
38% would participate in events supported by a brand;
44% said they would be interested in presenting their product design ideas;
36% would create online content for a brand.
Do not hesitate to organize contests, events and listen to the feedback and ideas of your customers!
Source: https://www.oberlo.com/blog/marketing-strategies-generation-z
We hope you found this article useful and that you are now ready to adapt your Marketing Strategy for the new Generation Z. If you still need help in shaping your Marketing Strategy, you can give us a shout at hello@marketiu.com and we will be more than happy to help you!
