The Gen Z generation represents the next generation of consumers.
And I'm sure you will agree with me that... everyone wants to reach them.
After all, they possess a spending power of more than $140 billion!
And that is huge!
That is why you cannot ignore Gen Zers... they can be a huge part of your target market.
It might be on your mind...
What is Gen Z?
Generation Z is the generation following the Millennials.
Generation Z is also known as:
- The post-millennial generation
- The homeland generation
- The iGen or iGeneration
- The younger generation
This brings me to...
Who are the Gen Zs?
These are the people born between the mid-1990s and early 2000s who make up Generation Z.
Gen Z, specifically, is today's teenagers and young adults.
As generation Z enters the job market... their earning power will increase.
And yep! Their purchasing power also increases.
In other words, no matter what your niche market... Generation Z represents a great opportunity to grow your business.
Now, you might be wondering...
Why Are Gen Z's Vital For Your Business?
Gen Z's make up about 27% of the US population. That's more than a quarter of the population.
As such, the zoomers are growing rapidly.
And as a business, you should understand them... and know what they need.
Because the eCommerce future is in the hands of Gen Z's!
Next, it's important to know...
What is Gen Z's Consumer Behavior?
Gen Z consumers generally behave as follows:
- They tend to be smart buyers. When making a purchasing decision, they will often do their research first. And weigh up all the options available to them.
- Most zoomers have less attachment to brands. When shopping, they opt to compare prices first and shop for the best deal.
- They value brand ethics and corporate responsibility. According to Digital Media Solutions, this post-millennial generation will purchase from brands they feel are socially responsible. It is important to them that company leadership practices gender equality. They expect that ethical practices be seen in fashion. And they believe that any business model should include CSR.
- This generation is most likely to use social media when shopping. Obviously, they grew up with technology. And social media is a part of their daily lives.
Having said all these, I'd like to give you...
6 Vital Strategies When Marketing to Gen Z
1. Your Business Must Have A Purpose Other Than Just Making Money
Generation Z is concerned about the world.
These young people have a keen awareness of the social, political, and economic challenges that today's societies face.
Studies by National Retail Federation and IBM show they take this issue more seriously than any other generation.
In view of this, 55% of Gen Z choose brands that are socially responsible and eco-friendly.
What motivates Generation Z to want businesses to take social and environmental responsibility?
According to a Google study, teenagers want brands to reflect their values and expectations of themselves and their peers.
And a recent study found that Generation Z along with Millennials purchasing decisions is based on their own values and principles.
And what's in it for your business?
Basically, Generation Z wants you to live for something that makes the world a better place.
Gen Z is therefore wary of any business that's just out to make money... regardless of the damage, it may cause.
So find a way to contribute to society and the world based on your core values.
Next, clearly communicate your values and purpose to Generation Z.
A great example is a surprising collaboration between Allbirds and Adidas.
These two leading sporting companies are working together... in creating shoes with the world's lowest carbon footprint.
So they are combining fashion and environmental responsibility... which is a hit with gen z shoppers.
And this is a great strategy to target the Zoomers.
These young consumers like to know that a portion of their purchase will benefit a good cause.
So it's like hitting two birds with one stone.?
This leads me to my next point...
2. Foster Entrepreneurial Spirit
The Gen Z audience has a high interest in running a business.
72% of American teens want to establish their own business one day. Furthermore, 61% of this group plans to start a business after graduation.
So you can show them how your business works by engaging them in meaningful conversations and by building customer relationships.
Focus on showing them entrepreneurial characteristics like... positivity, self-empowerment, determination, and resilience.
Speaking of having meaningful conversations, let's go to #3...
3. Engage in Meaningful Interactions To Build Loyalty
Ideally, your business' marketing strategy should include a strong focus on customer retention.
This is because acquiring a new customer costs anywhere between 5 to 25 times as much as keeping an existing one.
But, it will be more challenging to retain Generation Z customers.
Brand appeal is less important to Gen Z, unlike Millennials.
Moreover, one survey found that Generation Z consumers were less likely to be motivated by loyalty programs.
This means you have to put in the extra effort.
Meaningful interactions are one of the best ways to achieve this.
Gen Z consumers are eager to connect with brands they love.
Here are some stats to be more precise...
- 42% would get involved in a campaign with an online game
- 44 % would be willing to submit product ideas
- And about 38 percent of respondents would attend a brand-sponsored event
This means you have to be creative with your marketing strategy for this youngest generation.
Try organizing events, competitions, and games. You can also ask them for ideas and feedback on product and brand designs.
You can create brand loyalty by engaging Generation Z in meaningful ways.
I now turn to my next main point...
4. Share Great Content With Your Gen Z Audience
Authentic brands are more likely to appeal to Generation Z.
According to an IBM report on Gen Z Brand relationships... brands achieve consumer engagement by allowing the consumer to collaborate and participate.
This will have a greater effect on turning consumers into brand advocates.
Thus, the Gen Z generation is more likely to respond to marketing campaigns featuring relatable people.
And take note... campaigns that strive for a direct sale with unrelatable people are unlikely to succeed.
By using people with the same beliefs and struggles as Gen Z in your ads and campaigns... you will see better results.
This one's a no-brainer...
5. Social Media Has More Impact on Generation Z
We all know it... social media usage among Gen Zers and Millennials is high.
Data from Ofcom shows, 74% of Generation Z have had social media accounts since the age of 12.
Knowing which apps and social media channels this audience uses and how they consume content is key to success.
Here are significant stats from eMarketer. According to them, the following platforms have the most Gen Z users:
- Snapchat has 42.0 million monthly users.
- TikTok has 37.3 million.
- Instagram has 33.3 million.
Clearly, this generation grew up with social media.
When we talk about social media, we talk about content.
That being said, let's get to the next...
6. Create Engaging Bite-Size Content With A Focus On Video
Generation Zers have an attention span that only lasts eight seconds.
This is less than the attention span of a goldfish!
In addition, Gen Z can use multiple digital platforms all at once. They can use five screens at the same time.
Why does this matter to you?
Generation Zers have shorter attention spans and prefer constant stimulation.
So they dislike non-skippable ads and pop-ups and... they tend to dislike reading long-form content.
In fact, Generation Z clicks "Skip" after 9.5 seconds after seeing skippable video ads.
With video ads targeted at Zoomers, it's best to use short formats.
Examples are TikTok, Facebook Stories, IG Stories, and YouTube bumper ads.
Also, you should also avoid long-form content that's hard to digest.
Instead, create bite-sized content formats.
This is where TikTok, Snapchat, Instagram Stories, or Facebook and IG Stories come in handy.
In 2020, the TikTok audience has exploded. And much of the viral content was created by 18-25-year-olds.
The video content on TikTok ranges from 5-to 60 seconds in length.
This content has a variety of filters and effects... as well as an extensive music library available to creators.
Obviously, those wanting to target Gen Z on TikTok can now reach them with TikTok Ads.
TikTok's popularity has attracted big names such as Nike, Pepsi, and Universal Pictures.
And remember that when you create content it should be entertaining, shareable, and relevant for campaigns on this platform.
Using TikTok can also involve working with influencers and posting your content under a branded hashtag.
You may even want to participate in one of TikTok's numerous challenges if you want to project a playful image.
No doubt, video content is one of the most effective content channels for Gen Z.
It is no wonder that 71% of 13 to 17-year-olds watch online videos on their smartphones... for more than three hours every day.
Hence, if you want to leverage Gen Z marketing, make sure to use video marketing.
So there you go...
Use These Vital Strategies To Market To Gen Z...
In order to reach Generation Z, you must forget about the old, traditional marketing.
And tailor your marketing strategies for a new generation of tech-savvy consumers.
You cannot target Gen Z with the same content and messaging you used to reach other generations.
Be authentic, creative, and adapt your strategies to engage Gen Z.
Keep in mind that the competition for attention is fierce, so your strategy must stand out.
But did you know?
There is one surefire strategy that works for Gen Z.
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