The infamous millennial is a familiar name to anyone who works in marketing. For many years, this cohort has been the centre of attention. While they will continue to be an important target group for marketers for years to come, savvy marketers have begun to pay more attention to Generation Z.
You don’t know anything about this influential group of consumers. This blog will help you learn more about Gen Z. This blog will cover everything you need to know and all the strategies you can use to appeal directly to Gen Z.
Who is Generation Z?
Generation Z refers to the generation born after millennials. This generation is often referred to as the iGeneration or Homeland Generation, and/or Post-Millennials. It is more diverse in ethnicity and racially than any other generation. They are also poised to become the most educated generation.
What age is Generation Z?
Gen Z is defined as anyone born between 1995 to the mid 2000s. However, there are some questions about the exact dates. They are highly technologically savvy, having grown up with cell phones and iPods.
Gen Zers are now in their teens and early twenties, and are joining the workforce. Gen Zers will become more financially independent, which will increase their purchasing power, making them a very important target demographic for marketers.
Why should marketers focus on Generation Z?
This group is a great opportunity for growth, with Gen Z accounting for 25% and having $50 billion in purchasing power. Gen Zers are making their purchasing decisions independently, so it is in your best interests as a marketer to appeal to them. This market can be tapped now to ensure long-term sustainability.
Strategies to Market to Generation Z
1. Prioritize Corporate Social Responsibility
Generation Z is deeply concerned about socio-economic, political and environmental issues. A Forrester study has found that 51% (18-23-year-olds) will conduct research on a company before they make a purchase to verify their corporate social responsibility is in line with their values. The Forrester report also found that Gen Zers have less trust in brands.
2. Engage in meaningful interactions
Brand trust and loyalty can be built by engaging with customers. 76% consider responsiveness a measure for a brand’s authenticity. 44% stated that they would submit product designs if offered the chance. Gen Zers are a great group to build consumer loyalty by making them feel involved in your business and asking for their feedback.
3. Video Content is the Focus
Video content is becoming more important than ever for consumers, especially Gen Z. TikTok saw a meteoric rise in users in 2020. A staggering 60% of users are from Generation Z. A YouTube survey revealed that half of Gen Z said they couldn’t live without videos.
4. Make use of micro-influencers
You might want to reconsider your strategy if you are considering running a major influential marketing campaign with macro-influencers. Micro-influencers are individuals with a following of 1,000 to 100,000 on social media. They drive 60% more engagement than those with a larger audience. This is due to Gen Z’s ability to relate to micro-influencers.
5. Place a spotlight on your dedication to privacy
It’s not surprising that Generation Z has grown up with the internet. research by NGen found that 88% of Gen Zers agree with the statement “protecting your privacy is very important” and that less than a quarter of them are comfortable sharing other personal information than their contact information or purchase history.
