In this article, we discussed the meaning of GEN Z, their characteristics, we talked about the marketing strategies suitable for gen z.
Definition
Generation Z (Gen Z) refers to people born between the mid-1990s and early 2010s. They are the generation after millennials and before Generation Alpha.
Gen Z is known for being the first generation to grow up with the internet, and are often referred to as “digital natives”. They are comfortable with collecting and cross-referencing information from multiple sources, and participating computer-generated and offline experiences
Generation Z, or Gen Z, is characterized by a number of traits, including:
Digital natives
Gen Z grew up with the internet, home computers, and other digital technologies, and are comfortable using them for work, research, and connecting with others.
Tech-savvy
Gen Z is more tech-savvy than any other generation, and are open to integrating new technologies into their lives.
Diverse
Gen Z is growing up in a more diverse world than previous generations, and generally appreciate and respect cultures other than their own.
Privacy-conscious
Gen Z grew up knowing what’s okay to share online, and care about their privacy.
Entrepreneurial
Over half of Gen Z want to be entrepreneurs, and many have considered an education path other than a four-year degree.
Goal-oriented
Gen Z values financial stability, ambition, and a goal-oriented mindset.
Experience-oriented
Gen Z prioritizes experiences over material possessions, and love to travel.
Work-life balance
Gen Z values their free time and want to keep their options open for other interests, and seek work-life balance.
Self-paced learning
Gen Z’s adaptable mentality is in sync with the idea that the world is always changing and evolving.
Gen Z Marketing Strategies
Here are Effective Gen Z Marketing Strategies:
Establish a Clear Voice
Gen Z loves it when brands project a strong personality. Content that is fun and lighthearted is popular among younger consumers. Using social media trends is a great way to influence humor and make your brand appear relatable. Just be sure to stay current—trends come and go in the blink of an eye. Regardless, your brand should have a strong, unique voice.
Build Community
Encourage consumers to interact with your brand by creating fun brand hashtags and asking people to tag your brand in posts about their products. Featuring user-generated content on your site is a strategy rising in popularity. So, if someone buys, say, a jacket from your brand, they might post a picture of themselves in said jacket and tag your brand. Then, you can share their image on your brand’s social media or website. That way you get extra publicity and they get to enjoy a moment in the spotlight.
Leverage Influencer Marketing
Generation Z likes to be engaged by “real people”—celebrity endorsements are not as convincing. Gen Zer’s are more likely to be persuaded by influencers on social media, particularly YouTube, with 1 in 5 teens reporting that they use YouTube “constantly.” Partnering with influencers can increase brand awareness dramatically; 65% of Gen Zer’s have bought something because an influencer recommended it.
Emphasize Visual Content
The top three social media platforms among Gen Z are YouTube, TikTok, and Instagram. What do these all have in common? They emphasize visuals. Gen Z consumers want short, snappy videos and eye-catching graphics. If you try to attract them with large blocks of text, they’re likely to just scroll past. When engaging this audience, it’s worth it to invest in quality visuals and content that boils down the essentials.
Prioritize Diversity
Gen Z is the most racially and ethnically diverse generation yet, and they also support diversity in terms of gender and sexuality, with 59% of Gen Z saying that forms should provide gender-neutral options. To effectively engage this audience, choose imagery that reflects the diversity of this community, show that you care about issues regarding equality, promote inclusive language, and ensure you have a range of voices on your team. Remember, the key is being authentic and honest in these efforts.
Personalize Content
Personalized content is a proven strategy across marketing personas, but it’s an absolute must when marketing for Gen Z. In fact, 81% of Gen Zer’s prefer personalized ads, compared to 57% of Millennials and 42% of Baby Boomers.
To achieve the level of personalization young consumers, want, brands need to use segmented marketing to really drill down into their specific audience. Data enrichment can help you fill out consumer profiles so you can offer more individualized campaigns, while retargeting campaigns help retain customers with personalized content.
Conclusion
Marketing to Gen Z is crucial because they represent a significant and growing consumer group with substantial buying power, estimated at $360 billion in disposable income. As this generation continues to mature, they are expected to become the largest consumer demographic, making it essential for brands to adapt their strategies to engage this audience effectively.
READ: Digital Marketing Tactics for Teaching Millennials Consumers