There’s been a shift in the marketing world as a new purchasing powerhouse stands poised to take the focus of companies away from Millennials. This group, known as Generation Z, is under 18 years old, born between the mid-1990s and today. Big brands are capturing Gen Zer’s attention for three key reasons:
- Gen Z makes up a quarter of the population in the U.S.
- This group holds a lot of buying power ($44 billion to be exact)
- Gen Z creates immediate and long-term buyers as boomers age further out.
Now that Gen Z has the attention of brands and marketers alike, how do you go about getting their trust, loyalty and purchase? Let’s be honest, when people say, “Kids these days,” it’s true. While not old enough to vote, Gen Z is old enough to be influenced—and influence each other. Like all generations, Gen Z is different from its predecessors and should be treated as such. Here are 4 things to keep in mind when marketing to Generation Z:
1. Speak their language
Gen Z wants to collaborate with you and feel like they’re influencers in an industry or marketplace. To be invested in your brand, Gen Z needs to feel as though they’re part of your brand (e.g., social media ambassadors or superfans). However, they won’t even give your brand the time of day if you don’t speak their language.
Gen Z doesn’t place emphasis on using words—they speak through visuals (like Snapchat, memes, GIFs) and acronyms (like BAE, IRL and IKR). They have a short attention span when it comes to messaging and media (think 3- to 10-second long Snapchat videos and 140-character tweets), so content must be short yet engaging, quick yet fun and fast yet eye-catching. Don’t be afraid to start conversing with this generation through text message. After all, Gen Z was practically born with a phone in their hand. Using memes and GIFs doesn’t mean your brand is unprofessional—it actually helps your brand become more relatable to this generation.
2. Care about their causes
According to a study by Sparks and Honey, 75% of Gen Z is concerned about humanity’s impact on Earth and 60% want their jobs to impact the world. This generation is very conscious and involved in global, social and environmental issues, which translates to their spending habits. They are careful consumers, so brands must also show care on a deeper level about the same issues Gen Z cares about.
For example, one of our clients is an organization that spreads awareness that climate change exists and is a problem. They know Gen Z not only has a unique power and influence, but they’re the generation that will be most affected by climate change. This brand encouraged people to get loud about climate change and challenged them to talk to family members, teachers, government leaders and friends about what people are doing that’s impacting the environment. Gen Z said, “Challenge accepted!” and the campaign took off with over 120,000 consumers joining the cause.
3. Hang out at their hangouts
Never has a generation had the opportunity to be more distracted (remember the short attention span?) or stimulated. They have access to everything and anything from everywhere and anywhere. When it comes to social media, there’s an outlet for every aspect in their lives. You can find Gen Z showing off on Snapchat, getting creative on Instagram, watching vlogs on YouTube and (yes) connecting on Facebook.
One non-profit took this knowledge to the next level by combining technology and the need to make an impact on the world. They set up a geo-targeted Snapchat filter during their “sleep out” event that helped raise awareness and money for the local homeless population.
If Snapchat isn’t your thing, you should consider using a campaign hashtag, especially since hashtags are incorporated across nearly all networks. Your brand should have a presence across multiple channels and be prepared to spread your message across different devices to create more brand and product awareness. As you’re planning cross-channel campaigns marketing to Generation Z, remember each channel requires its own message and serves a different purpose. Your messages should be tailored to not just the audience, but also the platform.
4. Match their qualities
Authenticity and transparency matter. This generation can see right through your #NoFilter, so brands must stay true to messaging, goals and missions when marketing to Generation Z. Don’t try too hard—a little user-generated content never hurts. Show your brand’s personality by highlighting employees and customers.
Gen Z is knowledgeable, ambitious and proactive. Brands must be real, quirky and fun. Gen Z is growing up with the Internet and social media so they know more than you think—don’t underestimate this potential market.
Brian Razzaque is the founder and CEO of SocialToaster, Inc., a fan engagement and loyalty rewards platform provider. @razzaque @socialtoaster
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