MARKETING TO GENERATION Z

Marketing to Generation Z, or Gen Z for short, can be a challenging task for businesses. They are the first true digital native generation, and they have grown up in a world where technology and social media are ubiquitous. Understanding their unique characteristics and how they consume and respond to marketing is essential for businesses that want to reach this demographic effectively.

What Is Generation Z?

Generation Z, also known as Gen Z, is the generation that was born after millennials, usually between 1997 and 2012. Compared to their previous generations, this generation is much more diverse, globally aware, and tech-savvy. Gen Z is the first generation to grow up in a truly digital age and marketing to Gen Z involves a completely different mindset. 

Understanding Generation Z

First and foremost, it's important to understand Gen Z and their way of processing information and advertisements. Gen Z is highly skeptical of traditional advertising unlike millennials or other generations. They have grown up in a world where they have access to a vast amount of information at their fingertips and are able to fact-check claims and information quickly. As a result, they are less likely to trust traditional advertising and more likely to trust the opinions and recommendations of their peers.

How Is Marketing To Generation Z Different Than Other Generations?

Marketing to Gen Z is vastly different from marketing to other generations. Gen Zers, inspired by purpose and values, are highly influenced by influencers and content creators. They are more likely to interact with a brand that is authentic and has a story they can relate to. This generation also has a shorter attention span and prefers shorter, more entertaining content that prioritizes values like sustainability, inclusivity, and transparency.

Gen Zers are very loyal to the brands they love. When they find a brand that resonates with them, they are more likely to stick with that brand for a long time. They are also more likely to be vocal about their experiences with a brand, so it’s important to create an experience that is positive and memorable. 

Compared to others, Gen Zers are more likely to influence their entire family when it comes to purchasing decisions. They are more likely to do research and find the best deal for their family and share their findings. This makes them very important to brands, as they can have a large impact on purchasing decisions. 

Marketing to Gen Z vs. Millennials

Millennials are digital natives, but Gen Zers are true digital natives and have grown up in a completely digital world. Gen Zers are also more likely to be influenced by their peers and influencers, as opposed to Millennials who are more likely to be influenced by authority figures.

Both Gen Z and Millennials have similar values such as sustainability and social responsibility, but the way they interact with brands is different. Gen Zers prefer shorter videos, are more likely to interact with influencers, and they are more likely to research a brand before making a purchase.

Gen Z consumers are loyal, and they expect a lot more from brands than Millennials. Gen Z consumers are more likely to be influenced by causes and values, so brands need to make sure that they’re communicating their values clearly and authentically. 

What do Gen Z consumers want?

Gen Z consumers want to feel like they’re part of something bigger. They want to know that the brands they are purchasing from and supporting are making a difference in the world they live in. They prefer engaging brands with an authentic story they can relate to. They’re also looking for experiences that are unique, original, and avant-garde. Brands marketing to Gen Zers need to make sure they’re offering something different. 

What Does Gen Z Value the Most?

Gen Z values authenticity and creativity. They value sustainability and brands that are transparent about their practices. They’re also more likely to be influenced by causes and values, so brands should make sure they’re communicating their values in an authentic way. This generation is also interested in purchasing products and services that are sustainable and have a social responsibility and environmental consciousness. 

Social Media Platforms for Gen-Z Audiences:

Gen Z is the most active generation on social media. According to various studies, the top social media platforms used by Gen Z are:

Instagram:

With 72% of Gen Z individuals in the United States using the platform, and being the most used social media platform worldwide among Gen Z.

YouTube:

85% of Gen Z individuals in the United States use this platform and is the second most used social media platform worldwide among Gen Z.

TikTok: 

41% of Gen Z individuals in the United States use this platform and is the fourth most used social media platform worldwide among Gen Z.

Snapchat:

67% of Gen Z individuals in the United States use this platform and it's also a popular choice among Gen Z worldwide.

Twitter:

24% of Gen Z individuals in the United States use this platform.

It's important to note that these percentages and popularity may vary depending on the location and cultural context. It's also worth noting that Gen Z is always adapting to new social media platforms, so it's important to stay updated on the latest trends and platforms.

How to Market to Gen Z

To effectively market to Gen Zers, brands must put values first, create channel-specific content, work with content creators and influencers, choose the right platforms, and be engaging. Brands should also optimize their creative advertising for Gen Zers by creating campaigns that are entertaining, humorous, and values-driven.

1. Put values first:

Many Gen Z individuals place high importance on a brand's values and beliefs. According to a study by The Harris Poll, over 75% of Gen Z respondents said it's important for brands to take a stand on social and political issues. A study done by Accenture also found that 72% of Gen Z respondents said they are more likely to purchase from a brand that aligns with their values and beliefs.

2. Choose the right platforms:

Each social media platform has its own unique features and audience demographics, so the way that Gen Zers engage with content on one platform may be different from how they engage with it on another platform. For example, they may be more likely to engage with short-form content on TikTok, while they may prefer longer-form content on YouTube.

3. Understand their language:

It can be beneficial for brands to understand and use the language and terminology that is commonly used by Generation Z in order to connect with them and make their marketing messages more relatable. However, it is important to note that every generation has its own unique culture, values, and norms, so it's not only about speaking the language, but also understanding the context and being genuine.

4. Keep It Short:

A study by Pew Research Center found that about two-thirds (68%) of U.S. Gen Zers prefer to watch short videos online than to read text, compared to 56% of Millennials. This preference for short videos over text is due in part to the short attention span of Gen Z and the fact that they are highly visual learners. Brands should keep their content short and to the point.

5. Post videos:

According to a study by GlobalWebIndex, 60% of Gen Z worldwide prefer to watch short videos over reading text. The study also found that Gen Z spends an average of 45 minutes per day watching videos on social media platforms such as YouTube, TikTok, and Instagram. This preference for short videos over text is due in part to the short attention span of Gen Z and the fact that they are highly visual learners.

6. Be authentic:

Gen Z values authenticity and transparency, and they are more likely to trust and engage with brands that are open about their practices and values. Brands that are seen as socially responsible, environmentally friendly, and inclusive are more likely to resonate with Gen Z consumers.

7. Work with content creators and influencers:

Gen Zers are more likely to be influenced by content creators and influencers. A study done by GlobalWebIndex reveals that content created by influencers impacts 63% of Gen Zers' purchasing decisions and that they are more likely to make a purchase after seeing it recommended by an influencer.

8. Be entertaining:

Like many other generations, Gen Zers prefer content that is entertaining and engaging. This can include things like videos, memes, and other types of interactive content that are designed to capture their attention and hold it for longer periods of time. Brands also need to understand that Gen Zers are highly visually oriented and appreciate creative, high-quality visuals.

9. Get everyone to create:

Generation Z is known for valuing collaboration and teamwork in both their personal and professional lives. They have grown up in a connected and digital world, where they have had easy access to communicate and work with people from around the world. They are also used to having access to a wealth of information and resources, which they can use to solve problems and make decisions collectively. This collaborative mindset is also reflected in their consumption habits, they often look for products and services that promote community and connection. Brands that can tap into this desire for collaboration and community will be more successful in connecting with this generation.

Popular Gen Z Marketing Campaigns

There have been a number of popular marketing campaigns that have been specifically targeted at Generation Z. Here are some off the best Gen Z marketing campaigns:

1. McDonald's "Snaplications" campaign, which allowed job applicants to apply for a job at the fast food chain using a Snapchat filter.

2. Spotify's "Sounds Like You" campaign, which used data from users' listening habits to create personalized ads that spoke to their specific tastes in music.

3. Nike's "Dream Crazy" campaign, which featured Colin Kaepernick and other athletes who have used their platform to promote social change.

4. Fenty Beauty’s "TheNextFentyFace" campaign, which encouraged people to post their best makeup looks on social media in search of the next Fenty Face.

5. Patagonia’s founder, Yvon Chouinard, giving away the company to fight combat climate change.

6. Ryanair’s "Ryanair TikTok Takeoff" campaign, which featured videos of Ryanair pilots and flight attendants dancing and lip-syncing to popular songs while on the job, the campaign was designed to show a more human side of the company and make it more relatable to younger viewers.

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Marketing to Generation Z requires a deep understanding of their values, preferences, and behavior. Gen Zers are known for being tech-savvy, visually oriented, and valuing collaboration and community. They prefer interactive and relatable content that is entertaining and engaging. Brands that can tap into these preferences and create campaigns that align with their values have a higher chance of connecting with this generation. Platforms like TikTok, Instagram, and social media, in general, are great ways to reach Gen Zers, as they spend a significant amount of their time on these platforms. Additionally, brands that focus on sustainability, diversity, and inclusivity, will be more likely to connect with the younger generation. Overall, brands that can authentically connect with Gen Z and provide a positive impact in the world will be more successful in reaching and engaging them.

Have more questions? Email us anytime to see how we can help you market to Gen Z. 

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