Understanding Gen Z: How to Market to the Post-Millennial Generation
Generation Z, also known as Gen-Z, Post-Millenials, or iGen, is generally the age of people born between the late 90’s and early 2010’s. This is a segment we should be paying close attention to in our marketing efforts due to change in characteristics shaped by technology, social change, and economic shifts. Understanding Gen Z is important for businesses looking to connect with one of the newest groups of consumers.
Characteristics of Gen Z
Technology: A crucial component of Gen Z is that they have grown up with technology as an essential part of their lives. They're proficient with phones, tablets, computers, and social media from a young age and often use them on a daily basis.
Diversity: Gen Z is more diverse and inclusive than any previous generation. Because they've been exposed to many cultures, perspectives, and voices from social media, it has created empathy and openness. They are normally passionate about social justice issues and expect brands to reflect these values.
Short Attention Spans: 20 years ago the average attention span was 2 minutes and 30 seconds for watching a screen, and now the average is down to 47 seconds. Growing up in a fast-paced digital world has given Gen Z a reputation for shorter attention spans. It’s important for brands to learn that they must capture their audience’s interest quickly. Starting with hook statements in videos is a great way to do this.
Visual and Interactive Learners: Gen Z favors processing information through visual or interactive formats. They resonate with vibrant and immersive experiences on platforms like Instagram, TikTok, or YouTube. Video content, infographics, and interactive tools, help them to grasp concepts and retain knowledge.
Cancel Culture: Cancel culture stems from Gen Z’s desire to hold individuals or organizations accountable for actions that may cause harm, discrimination, or injustice. While their commitment can be admirable, cancel culture can sometimes lead to judgment, unforgiving attitudes, and mob mentality.
Preferences & Behaviors
Authenticity: Gen Z can spot inauthenticity from a mile away, and when they do, it creates lack of trust and credibility. They want transparent, real, and genuine interactions with brands. This is why influencer marketing and partnerships don't always work on them - when it feels forced or insincere, it will backfire.
Social Media Influence: When done correctly, social media influencers do play a significant role in Gen Z’s purchase decisions. They are drawn to content that mirrors their own lives, creating a sense of connection and relatability. Sharing a product without any financial incentive resonates better with Gen Z - it feels like a genuine recommendation from a friend rather than a sales pitch.
Value-Driven: In today’s economy, Gen Z is mindful of their budgets, prioritizing value over the lowest price. They are more willing to invest in products and brands that align with their values. Quality, durability, and environmentally conscious are the qualities that most Gen Z look for.
Effective Marketing Strategies
Embrace Authenticity: To connect with Gen Z, brands must be transparent, genuine, and socially responsible. Highlighting your brand's values, sharing behind-the-scenes videos, or engaging in causes that matter will boost engagement. They want to see real, human connections in your marketing that will help create a strong bond.
Short-Form Content: In the age of short attention spans, creating short, impactful messages is key. Use storytelling but in a concise manner. Whether through 15-second TikTok videos or Instagram Stories, using short-form content will capture and maintain their interest.
Interactive Experiences: Gen Z appreciates engagement and interactive experiences. Interactive marketing like polls, quizzes, challenges, and contests can be effective. This encourages participation and a sense of connection to your brand.
Influencer Collaborations: When done right, collaborations can be extremely effective. Make sure you are choosing influencers with values that align with your brand, and who can authentically promote your product.
Understanding Gen Z is essential for businesses looking to stay relevant in today’s world. They have unique characteristics, preferences, and behaviors you should be aware of for your marketing efforts. By embracing authenticity, social causes, and interactive content, brands can connect with Gen Z to thrive in the evolving marketplace.
