Also known as Post-Millennials, members of Gen Z are generally classified as those born between 1996 and 2010. They are the first generation to grow up with technology at their fingertips. Most of them can’t remember a time without smartphones, social media, or online shopping.
As older members of this generation are now graduating college, entering the workforce, and starting families – Gen Z has a significant impact on purchasing decisions.
For businesses, Gen Z marketing is key for long-term growth. As their market influence increases, brands must cater their messaging to tap into this massive customer base.
Diversity: Gen Z is the most culturally diverse and open-minded generation yet. They don’t believe in the "traditional" job or gender roles, and value self-expression and inclusivity above social norms.
Entrepreneurship: While the Covid pandemic may have sparked “the great resignation”, there’s another key influencer of this trend: Gen Z. The majority of them believe that job security is a myth and want to start their own business. With the rise of online education, most of them are learning how to do just that – without a formal degree.
Sustainability: Members of Gen Z are highly aware and passionate about environmental, social, and economic problems. They care deeply about improving the world and are more inclined to support brands that align with their views.
Transparency: Brand trust and authenticity are big for Gen Z. They’ll spend time researching companies to ensure they are upholding the values and promises they make to their customers. If there’s a misstep, they expect full accountability from brands, along with a plan on what they’re doing to improve.
Community: Lastly, Gen Z values brand community. They enjoy interacting on social media as a way to offer feedback, make their voices heard, and feel like they are a part of something bigger.
Gen Z consumers must resonate with a brand’s messaging before choosing to purchase from them. From your mission statement to core values, a meaningful purpose behind your business is vital to any marketing strategy and will help to capture Gen Z’s attention.
It’s true - members of Gen Z and smartphones are practically one entity. It’s not enough to optimize for mobile - brands must create content with mobile at the forefront. With social commerce (different from e-commerce) on the rise, this generation is looking for the most convenient way to make online purchases.
They didn’t earn the nickname “TikTok Generation” for no reason - Gen Z watches more video content than any other generation. With platforms like Instagram and YouTube introducing their own short-form video features, there are plenty of ways to implement a social video strategy to reach Gen Z.
As mentioned earlier, Gen Z values authenticity and community over everything. Showing your human side online is one of the best ways for brands to connect with their audience and create brand loyalty. Don’t be afraid to show off your personality and share a behind-the-scenes look into your business. By doing so, you’ll tap into many values of Gen Z!
It’s safe to say Gen Z is responsible for creating a new marketing tactic known as FOMO – an acronym for fear of missing out. This generation is adventurous, impulsive, and often afraid of missing out on something amazing. Brands can appeal to their fear of missing out by building up hype on social media leading up to a launch.
Marketing to younger customers may require some new strategy, but the rewards are worth the extra effort.
By creating more video content, tweaking messaging, and nurturing ongoing conversations, brands can build lasting relationships with the generation of the future.