If you are marketing to Generation Z, you better buckle up because you’re in for a bumpy ride. Targeting a cohort that has no experience of the world without the internet presents a host of challenges.
In this post, we’ll explore who Gen Zers are, why you need to be targeting them, and some strategies and tactics that can maximise the chances of success.
Who is Generation Z?
Gen Zers, those born between 1997 and 2012, are the original digital natives. Social media and smartphones have been a part of their upbringing, and they are always linked on sites like Instagram, Snapchat, and TikTok. Compared to their elders, they place a higher importance on sincerity and authenticity and are less trusting of conventional marketing strategies. Just 10% of them have faith in politicians to act morally. Among the fundamental ideals of this age are social justice and the environment.
But why are we telling you all of this, you ask?
Reasons to Promote to Generation Z
To begin with, they comprise 20% of Australia’s population and 30% of the world’s population, making them the largest consumer group ever. This year’s “zoomers,” who range in age from 11 to 26, have not yet reached their peak spending power, but their retail purchases now make up 36% of all Australian purchases, and that percentage is expected to rise to 48% by 2030. This implies that, even if your products aren’t designed with younger consumers in mind, a growing percentage of your clientele in the years to come will be Gen Zers.
Gen Z Marketing’s Secret Ingredient
Here are some reasons why conventional marketing strategies that were successful with baby boomers or even millennials could not be as successful with this demographic. Gen Z is able to spot deceptive or exploitative marketing messaging with ease, and they will swiftly write off any company that doesn’t share their beliefs. As a result, it’s critical that companies avoid using any language in their marketing that comes across as performative or false and instead be real and upfront.
Strategic Considerations for Reaching Generation Z
Be Sincere and True
For Generation Z, authenticity is everything. They respect honesty, openness, and realism. They are able to discern deceptive messaging or overt attempts at coolness in a company’s messaging with ease. Thus, when developing your marketing strategies, be sincere and true to yourself. Avoid attempting to be someone you’re not. Your sincerity and authenticity will be valued by them.
Communicate in Gen Z Terms
The most diverse generation to date, Generation Z values inclusivity and representation. Thus, steer clear of preconceptions, speak in a gender-neutral manner, and be aware of any cultural allusions that might not be understood by all of this diverse group’s members. Be sincere and forthright in your TOV, but avoid being callous.
Accept Diversity and Inclusivity
In marketing and advertising initiatives, Gen Zers want to see representations of both themselves and other people. Businesses that embrace diversity and don’t hesitate to speak out on social justice concerns are valued by them. Adopt inclusion in all facets of your company, from recruiting procedures to advertising campaigns, if you want to attract customers from this group
Digital Marketing Tips to Connect with Gen Z Customers
Select the Appropriate Marketing Channels to Focus on
It’s essential to use social media sites like Instagram, TikTok, and Snapchat to connect with this audience. Therefore, it could be time to reallocate if paid search is taking up the majority of your money. Sales of goods and services directly to consumers (D2C) have increased dramatically recently, primarily through social media platforms, and now make about 9% of all retail sales in Australia. Check to see if you are receiving any of the action.
Invest Abundantly in Influencer Marketing
Since Gen Z values peer recommendations over traditional advertising, influencer marketing has become a popular strategy for businesses aiming to reach this demographic. A poll found that 61% of Gen Z shoppers have bought something because they heard about it from an influencer they follow.
Increase Your Marketing of Entertainment
Gen Zers stream videos, podcasts, and music on their cellphones. 73% of consumers prefer to view short form films, such TickTocks, Shorts, or Reels, in order to learn more about a product or service. Entertainment marketing initiatives use popular culture to emotionally engage with consumers through the use of music, movies, TV series, video games, and social media platforms. Consider supporting music festivals, making branded videos based on well-known TV series or films, and planning interactive events that let Zoomers interact with your business in a distinctive and enjoyable way.
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FAQs
1. Who is Gen Z and why is marketing to them important?
Gen Z refers to the demographic cohort born between the mid-1990s and early 2010s, known for being digital natives who are highly connected and value-driven. Marketing to Gen Z is important because they represent a significant consumer segment with unique preferences and behaviors.
2. What are some key characteristics of Gen Z consumers?
Gen Z consumers are known for their digital fluency, short attention spans, desire for authenticity, preference for visual content, and focus on social and environmental issues. They also value personalized experiences and are more likely to engage with brands that align with their values.
3. What are some effective marketing strategies for reaching Gen Z?
Some effective marketing strategies for reaching Gen Z include creating authentic and transparent content, leveraging social media influencers, using visual and interactive content formats, and focusing on mobile-first experiences. It’s also important to engage with Gen Z on platforms they frequent, such as TikTok, Instagram, and Snapchat.
4. How can brands build trust and credibility with Gen Z consumers?
To build trust and credibility with Gen Z consumers, brands should be transparent and authentic in their communication, demonstrate a commitment to social and environmental causes, and engage in two-way conversations with their audience. Providing value through informative and entertaining content is also key.
5. How can brands stay relevant as Gen Z’s preferences evolve?
To stay relevant as Gen Z’s preferences evolve, brands should continuously monitor and adapt to emerging trends and technologies. They should also actively listen to feedback from Gen Z consumers and be willing to experiment with new approaches to marketing and engagement.