Generation Z is the new group of consumers set to disrupt the way that marketers communicate. Born between 1995 and 2012, Generation Z are true digital natives, born in an era of digital advancement and lightning-quick searches.
In the past few years we’ve heard plenty of discussion about how brands should target millennials, but Generation Z has, until recently, remained a little mysterious. Now, it’s time to shift the focus to this group and think about what needs to be done to pique their attention. Let’s take a look at five ways that brands can target generation Z.
In order to get the best results from any marketing campaign, it’s important to find out as much as possible about your target demographic before you begin. In the case of Generation Z, brands can benefit enormously from taking the time to understand this group of consumers.
Generation Z is unlike the generations that have come before it, and the differences that make this group unique need to be understood if a brand is going to market to them effectively. Think about the fact that this group has grown up with smartphones and tablets at their fingertips. Bear in mind their views on climate change and sustainability, and look into the main factors influencing their buying decisions.
Engage, don’t advertise
Generation Z isn’t impressed by traditional advertising, and puts a far greater value in word of mouth and recommendations from friends and family. Therefore, brands need to be smarter about the ways in which they communicate with this group. Brands should focus on creating engaging, informative content with added value in order to attract a loyal Generation Z follower base.
Partner with influencers
Influencer marketing is one of the top growing marketing strategies right now, and it’s proving a hit with this group in particular. The consumers of Generation Z are increasingly likely to purchase a product that they’ve noticed on a social platform, and they put great trust in influencers that they follow. Think about new ways of building partnerships with micro and macro influencers, to get your brand seen by thousands of young consumers.
A generation that has grown up used to increasingly advanced technology is hard to impress. So, make sure your content works hard and really pulls out all the stops. Interactive marketing is a great way to engage with this group, and it can have powerful results if done well.
Start a conversation with consumers and ask what they want to see, before carefully crafting a marketing strategy based around this. Ensure that you’re constantly communicating, and that consumers feel empowered to speak directly to your brand via digital platforms. Build a relationship with Generation Z consumers to encourage a loyal following.
Focus on inclusivity
Consumers are growing tired of seeing similar models and stories fronting campaigns, and this generation is far more likely to pull brands up on a lack of inclusivity than any other. On the whole, Generation Z is an open-minded group, and will therefore value campaigns featuring different ages, genders, ethnicities and sexual orientations. Involve all communities in your marketing strategies from day one, and communicate with consumers to make sure they feel that they are well represented.
Generation Z has long been a bit of a mystery to marketing professionals, but as this group finds its voice, brands are beginning to take note. Understanding what appeals to this generation is becoming increasingly important, as marketing professionals look to tap into the purchasing power of this vast group of consumers. Whilst many of the character traits of Generation Z are similar to those of millennials, there are subtle differences that present huge opportunities to marketers. Communicate with this generation effectively, and the results could be staggering.← Back to News