Remember back in the days when flip phones and floppy disks were commonplace? Fortunately, those things have evolved with time, and so must marketing. Generation Z is rising to power, bringing with them new perspectives and needs.
Born after 1995, it’s no surprise that this young generation views marketing a little differently from the rest, along with accessing it differently. Unlike millennials who remember the days without cell phones, Gen Z has always had access to technology. This undoubtedly affects how what marketing strategies will appeal to them. With over $29 billion in spending power and making up 40% of the consumer population by 2020, it’s important to keep Gen Z trends in mind. What are some characteristics that distinguish this generation?
- With an 8-second attention span, there’s less attention paid. Studies show that this generation has a lower attention span than millennials or actively chooses to devote less attention to things. With more access to different technological platforms, it’s understandable that Gen Z members don’t want to focus too much on just one when they can easily alternate to another. The abundance of information gives them the option to be choosy. This means your content should be gratifying as quickly as possible. Showing that you’re relevant and important right away will have you deemed as worthy by someone who can easily find an alternative. Gen Z doesn’t want mere promotion, they want useful information. Your content has to create value, not simply look pretty.
- They’re more digital. As said before, they’ve always had access to internet and other forms of digital technology. Among all the options presented to them is e-commerce, and they’ve taken advantage of this. 55% would rather buy clothes online, so ramp up the e-commerce graphic design, copywriting, and UX/UI. Your website should be on point.
- They prefer marketing by “real people” rather than celebrities, including their favorite influencers. Digital influencers have risen to power in the last several years, bringing much more diversity in looks and perspectives to fame. This gives the rest of us more options of who to look to for recommendations and other insights. Gen Z has had influencers around for the largest proportions of their lives, so it’s no surprise they’re aware of this option. When you’re not using influencer marketing, your ads should reflect a diverse array of humans. Don’t leave any potential customers thinking “there’s no one that looks like me using this.” Although exclusivity has traditionally worked as a marketing strategy, it might not be so successful now.
- They want brands to create social impact. This is one of the most notable traits of Gen Z. As most societies continue to make social progress, several brands have used their influence and visibility to help make a statement. A high percentage of Gen Z wants to change the world through their work and are concerned about the impact of humans on the planet. This means your brand might be more likely to succeed with them if you show you use sustainable processes such as fair-trade ingredients or free-range meat. You could also be like TOMS shoes and donate a pair of shoes for every pair bought.
Overall, it looks like adapting your marketing strategies to suit Gen Z will help make the world a better, more pleasant, accepting space in general. Marketing isn’t always about simply promoting products or trying to make money — it has the power to move society in more ways than that. How will you take advantage of that?