A lot of things can be said about Gen-Z, the first digitally native generation. Born & raised in a digital world, the way Gen-Z consumes media is vastly different from previous generations. Researchers speculate that Gen Z are very different from the Millennials that came before them. While Millennials had the focus of financial security and creating a sustainable life, Gen Z..? Well, they want to be famous! So what does this mean for marketers? Keep reading as we cover 5 things to keep in mind if you’re trying to market to Gen Z.
1. Be a brand with purpose.
While plenty of consumers are becoming more aware of the social causes their favorite brands support, Gen Z takes it to a new level. In fact, Gen Z are more cause oriented than their predecessors, they except your brand to stand for something and will actively seek out brands that align with their values. So if you don’t already have a CSR program in place, it’s time to start thinking about it.
2. Gen Z wants you to slide into their DM’s.
73% of Gen Z want brands to contact them through social media. While previous generations see social media as something more private and an activity in itself, for Gen Z social media is an extension of their world and how they interact with society. Given that, it’s no surprise that a quarter of Gen Z spends over 10 hours per day on their phone and social media is the main source of their news.
3. Changing the Game of Fame.
97% of Gen Z actively use YouTube, majority use it daily. To perhaps some people’s surprise, YouTube is a much bigger platform than Instagram or Snapchat for Gen Z. Because of this, YouTube stars are pretty equivalent to traditional stars in the world of Gen Z. 95% of Gen Z men know who YouTuber PewDiePie is - basically as known as LeBron James. Maybe it’s no wonder they all want to be famous, because in their world anyone can be.
4. You'll have to reassess traditional marketing methods.
Gen-Zers want to see real people in their advertising. We speculate this might be influenced by their expectations due to social media. Through social media Gen Z not only thinks anyone can be famous, they also feel like they have a personal relationship with their favorite celebrities. Far gone are the days when celebs were something we merely gazed at on the silver screen, Gen Z wants to pick up Instagram and connect with them. And they can. Or at very least the assistant who controls the account.
5. 10 second rule.
You've come up with the perfect story, pitch and idea to connect with your customers. But, can you do it in ten seconds or less? For Generation Z, that’s all you have. Where as previous generations had the attention span for a 30 second commercial, Gen Z will swipe left within seconds of you not catching their attention.
To wrap up we want to remind our readers that it's important to keep in mind that this generation is still very young, the oldest ones just graduating college. So we should let them grow up before we throw out our marketing strategies in exchange for seven second TikTok videos. Nevertheless, it will be interesting to see how they switch things up as they age, because there is no doubt that the first digitally native generation will impact the marketing landscape permanently.