For years everyone has been talking about millennials and how to market to them. Of course, we still need to market to millennials for years to come, but it’s time to start focusing on Generation Z. Marketing to Gen-Z requires an entirely different playbook than marketing to Millennials; however, this isn’t a group you can afford to sleep on.
Businesses have made the mistake of lumping Millennials and Gen Z together based on them both being “digital natives” and expected the same marketing to work for both groups. Millennials and Gen Z might seem very similar on the surface, but subtle differences exist between the two generations, these subtle differences are extremely important to business marketing strategies. The polished Instagram photos and influencer content that works for Millennials isn’t reaching Gen Z. As of 2020, Gen Z accounts for 40 percent of consumers, so businesses must figure out how to reach them if they want to thrive in the future.
Who Is Gen Z?
Before we can create an effective marketing strategy, we first need to understand who Generation Z is. Gen Z, iGeneration, or Zoomers include anyone who was born between 1995 to the mid-2000s. They are digitally savvy, having grown up with cell phones and iPads, and they don’t remember a time before the internet, unlike millennials.
Gen Z is the most ethnically and racially diverse generation to date, 48% are ethnic minorities. Zoomers are a lot more tolerant than their parents. Overall, their views are liberal. 42% of older Gen Z (aged 17–23) already earn money, either by freelancing or through part-time work. Zoomers tend to be more pragmatic and realistic than their millennial counterparts. They grew up in tough times, the 2008 market crash and recession, increasing gun violence, global revolutions, social movements, and social influencing online. These life experiences have made them more cautious when it comes to their future and more vocal and socially conscious in regard to corporate responsibility, environmental issues, and politics overall. So, how should you market to this difficult-to-reach, but incredibly powerful demographic?
Be Real
Gen Z gets criticized for having a short attention span, but that’s not exactly accurate. Recent studies have found that Gen Z has what the researchers named an “eight-second filter.” Having grown up in a world that’s saturated with information, Gen Z has naturally developed a filter to cut through noise and hone in on information that’s relevant or interesting to them. Gen Z’ers will filter out anything that seems inauthentic, unrealistic, or overly aspirational.
If you want to have success with Gen Z: BE REAL. Research shows 72% of Gen Z consumers will unfollow an individual over disingenuous endorsements, 69% will leave over a promotion of an unrealistic lifestyle or body image or evidence that people were being misrepresented. Do away with the over filtered “Instagram-perfect” aesthetic that works with Millennials. Gen Z is all about the everyday, unposed, realistic look. Gen Z influencers aren’t striving to make their lives look perfect, but to make them look real.
Your business marketing must start by embracing diversity in representation. That means having a diversity of skin colors, genders, body types, body sizes, etc. throughout your website and in your advertising and marketing images. If it looks at all fake, it is not going to work with Gen Z.
No Selling
Gen Z will not respond well to being “sold to.” If your marketing includes a strong reliance on a sales pitch, it won’t make it through their filter. Zoomers don’t want to hear about why your product is so amazing; they want to know how it will benefit them. More specifically, what experience will your product bring them? Zoomers are committed to issues and values that matter to them. Brands that share these values will be able to win their loyalty.
Video, Video, & More Video
Video content is key with Zoomers. YouTube is the first platform Gen Z turns to when they want to be entertained. YouTube is the perfect place to hook Zoomers. Instagram is also huge with video content, especially with Instagram Stories, include video content to your website too. Remember to focus on experiences not selling products in your videos!
Dial Down Influencers
These aren’t millennials, the big-name influencers aren’t relatable to Gen Z. Your marketing strategy should opt for micro-influencers instead. Defined as anyone who has a following of between 1,000 and 100,000 on social media, Micro-influencers drive 60% higher engagement levels and 22.2% more weekly conversions than celebrity influencers with Zoomers.
Engage with Zoomers
Reviews play a large role in building brand trust; this is crucial to Gen Z. 76% of Zoomers have stated they want brands to respond to feedback and view this responsiveness as key to determining the authenticity of a brand. 41% of this Gen Z read at least five online reviews before making a purchase, so you want to build your number of reviews. Once you get a review, reply to them and tailor your response so potential customers can see it’s not just an auto reply.
Zoomers want to be treated as individuals. They want to see content, products, and recommendations that are relevant to their specific needs and behavior. Tools like micro-targeting and micro-segmenting will help you to achieve pinpoint targeting. Gen Z expects a personalized brand experiences, but they care more about their privacy more than previous generations. Brands must be up front and transparent about what personal information they’re collecting, and how they’re using it.
Marketing to Gen Z is different from marketing to Millennials, even though both demographic groups are connected consumers. If your target market includes Gen Z, tweak your digital marketing strategy to incorporate the information above and you can boost brand trust and loyalty with your Gen Z audience.
