The Next Big Consumer: Marketing to Gen Z

We’ve gotten to know millennials, the demographic group born between the late 1980’s to mid 1990’s. Now, how do we engage with Gen-Z’s—a segment that encompasses all teens under the age of 20—that is expected to make up 40% of the entire population by 2020?

According to a report by FutureCast, Gen-Zers have some clear distinctions from their predecessors, Millennials. They are active in their communities, passionate about change, and have a strong desire to work hard for their success. Not to mention, they influence a hefty $44 billion of discretionary spending each year.

Meet the Z’s

Growing up in a post-digital era presents its own set of challenges, but the universal struggle among Gen-Zers is balancing their traditional values with non-conformist behaviours. Believe it or not, this group has a striking similarity to Baby Boomers in terms of their perspective on work and money, but tend to be far more liberal with their social values.

With that, Gen-Zers place equality for all at the top of their priority list. This group will hold brands accountable—corporate social responsibility is no longer just a box to check, but instead the driving force for all communications. Simply put, silence is not an option.

Let’s Talk Social

Here’s the short: Gen-Zers have a completely different way of interacting with information. Their approach to social is a multi-faceted one, where each platform has a distinct purpose and specific types of content are shared on specific outlets. A study published by Response Media noted that this group uses Instagram to show their ideal selves; Twitter to get the latest news; and Facebook to gather information. Their interactions are brief, but very frequent—with some Gen-Zers checking their social accounts up to 100 times a day!

Gen-Zers have created their own framework and guidelines that help them focus their immersive and complicated relationship with social media. In order for brands to reach Gen-Zers, messages must be expertly crafted and tailored to each platform. The days of umbrella strategies are nearing their end—there must be a plan for each outlet.

So How Do We Connect?

Tell a quick story that will resonate. Make your message clear—Gen-Zers have a strong sense for authenticity and want to know your brand’s intentions. With that, participation in social issues that are valued by Gen-Zers is critical.

Get it straight from the source—if Gen-Zers are involved in crafting the message, they will be more responsive to it. In terms of visuals, this group wants to see real people that they can relate to, not airbrushed models or unrealistic standards.

Play by their rules. For example, since Gen-Zers use instagram to paint an aspirational picture of themselves, brands must post content that is equally as inspirational. They use Snapchat for real-time, unfiltered updates, so marketers can fit into that narrative by sharing first-hand insights into their brand.

Without a doubt, this group will be highly influential. Understanding their patterns and perspectives is key to a digital strategy that will be successful in the long-run. Tactics used with millennials must be retired to make way for entirely new messaging. In what way do you plan on engaging Gen-Zers?