Generation Z or Gen Z for short, are also known as the iGeneration, Zoomers or Centennials. They are individuals born between 1997 and 2012 and are typically children of Generation X. Marketing to Gen Z can be a challenge, but as the largest demographic in the world they are fast becoming a major force in the global economy and so it is safe to say they are an audience worth understanding. In this blog we have pulled together a few of the values, interests, and preferences you need to take into consideration if they are on your radar.
Use Social Media to Reach Them
Social media is a powerful tool for reaching Gen Z, as this demographic spends a lot of time on platforms such as TikTok, Instagram, and Snapchat. Unlike previous generations they are hard to target via traditional media, but you can be sure that they are probably on social media somewhere. Remember as well that social media is not just a marketing tool, it is also an important channel for customer service and communications. If you have a consumer brand it is well worth investing in the infrastructure to listen and respond to customer enquiries via social media. And if you get a complaint online, then make sure you tackle it straight away. The worst thing you can do in these circumstances is to ignore it.
Focus on Authenticity and Transparency
Gen Z values authenticity and transparency, and they can easily spot inauthentic or manipulative marketing tactics. When marketing to this demographic, it’s important to be honest and transparent about your brand, products, and values. This will help build trust with Gen Z and establish your brand as a credible and trustworthy source of information. Reviews from their peer group are also an important part of Gen Z’s decision making process. So ensure that you seek out and nurture positive feedback on platforms such as Trustpilot.
Embrace Diverse Representation
Gen Z is a diverse and inclusive generation, and they want to see themselves represented in the media and marketing materials. When creating marketing campaigns, it’s important to include diverse representation, including individuals from different ethnicities, sexual orientations, genders, and abilities. By embracing diverse representation, you will show Gen Z that you understand and value their unique perspectives and experiences.
Get Involved in Causes and Issues They Care About
Gen Z is a socially conscious and politically active generation, and they want to see brands take a stand on the causes they care about. Issues such as world poverty, protection of the environment, government corruption, animal welfare and human rights are high on their agendas. So when marketing to this demographic, it’s important to show you understand their values and beliefs, and to align your brand with what is important to them. For example, if you’re a clothing brand, you might consider partnering with an organisation that is working to reduce textile waste.
Use Influencer Marketing
Influencer marketing can be a powerful tool for reaching Gen Z, as this demographic is highly influenced by their peers and social media influencers. When selecting influencers to work with, it’s important to choose individuals who align with your brand values and have a genuine following. Influencer marketing can be a great way to reach Gen Z, but it’s important to ensure that your campaigns are authentic and not overly promotional. So make sure you fully investigate the beliefs and values of any influencer you are thinking of working with, and strive to make the partnership appear as organic as possible.
Create Interactive and Engaging Content
Gen Z has a short attention span and is easily bored, so it’s important to create content that is interactive and engaging. This can include interactive quizzes, games, and other content that allows them to participate and engage with your brand. Using a multi-channel approach can also be beneficial, as you can capture their attention from different angles and keep them interested in your brand.
Make Your Website Mobile-Friendly
Gen Z is highly mobile, and they frequently use their smartphones and other devices to make purchases, as well as to browse the internet. When creating your website, it’s important to ensure that it is mobile-friendly and easy to navigate on all devices. This will make it easier for Gen Z to find and engage with your brand, and will increase the chances of them making a purchase. You should also continually review your website and ensure that any issues with speed and functionality are tackled in a timely manner, as Gen Z will quickly find a new retailer if your website falls short of their expectations.
Personalise Your Marketing Efforts
Gen Z values personalisation, and they want to feel like brands understand their unique needs and preferences. When marketing to this demographic, it’s important to use data and technology to personalise your marketing efforts and create a more tailored experience for each individual. This includes the tone of voice and imagery used in your communications.
As you can see, Gen Z are a digitally savvy generation, who have high expectations in the marketing communications and customer service they receive from the brands they engage with. To target them effectively, your online presence and e-commerce set up will need to be extremely slick and visually engaging. However, they are such a crucial part of the world economy that they will undoubtedly form a major part of your marketing strategy for many years to come.