Marketers have been obsessed with reaching out to millennials for several years. However, it’s now time to expand those outreach efforts to include Gen Z — the demographic born between 1995 and 2010 — as this generation enters the consumption age.
Gen Z are defined as the first generation of truly digital natives, born into an era in which the internet had always existed and was never a novelty. They’ve been plugged in and connected from the moment they were born. As a result, Gen Z is a generation more woke than their predecessors. They are more frugal and money-conscious than their millennial counterparts. In fact, new research by Think With Google says that “Gen Z is the most informed, evolved, and empathetic generation of its kind. They value information, stimulation, and connection, evident by their affinity for YouTube, Google, and Netflix. They also have high hopes for the brands they choose. From Nike to X-Box, they expect big things”
If you want to earn the loyalty of Generation Z, keep these things in mind as you design your platforms and marketing campaigns:
The most important factor influencing their decision is whether or not their friends are talking about brands. Gen Z are a tightly knit group. They are a generation that shares ideas. So if one friend endorses a brand that fits their political or lifestyle model, they are more likely to share that endorsement and support that brand, product or company — and their friends will do the same.
If it takes more than a few seconds to make a purchase, they’ll just leave! Since Generation Z spends twice as much time as Millennials using mobile devices for their shopping, companies looking to earn Generation Z’s business need to invest in great mobile-shopping platforms.
They’re focused on spending money on experiences and creating memories. They love to travel and share their experiences over Instagram, Snapchat and other social media platforms. Because of this, their recommendations aren’t always for goods and products, but rather for places and brands that promote that lifestyle. They will gladly and loudly support brands that they believe represent their personal values and lifestyle image.