When developing your marketing plan, you need to have the most appeal possible. Connecting with Generation Z can be difficult and requires a different approach. This generation has grown up in an entirely digital era. You need to understand your target audience and what types of marketing work for them. Different characteristics define different generations.
Connecting with Generation Z, who are digital natives born after 1997 and estimated to comprise 40 percent of consumers by 2020, requires a distinct marketing approach due to their unique characteristics. This generation has always known technology as a necessity, values brands that reflect their values and are purpose-driven, and seeks direct, visually cohesive communication. To effectively engage Generation Z, businesses must maintain a significant and mobile-friendly online presence, ensuring their brand identity and values are consistently showcased across all digital platforms.
Understanding a new generation
Who is Generation Z?
Depending on who you talk to, Gen Z consists of anyone born after 1997 or between 1995-2012. They include about 71.1 million people in the United States alone and will soon outnumber Millennials.
Why is Generation Z getting older and becoming important?
It’s estimated that Generation Z will make up 40 percent of consumers by 2020. That’s a limited amount of time to learn how to market to them.
How is Generation Z different from Millennials and Gen Y?
Many people assume that Gen Z is an extension of Gen Y. They are different in key ways. Namely, there is an entire generation (Millennials) in-between them.
Marketing to Gen Z
Why is it important that Generation Z grew up in a digital world?
Generation Z has always known technology. They didn’t grow into it as Millennials did, it has been a staple since birth. For them, technology is a necessity. They are able to instantly find the information they need or want.
Because of this, you need to have a handle on your online presence and advertising. Your business must have a significant presence on social media outlets. Gen Z wants to align with the brands that reflect their values and is purpose-driven, so be sure to highlight the heart of your business.
Be direct in your communication
Gen Z can weed out messages that are too sales-oriented, too invasive and too needy. They will dismiss and ignore your brand. Make sure to use visuals to set your business apart from your competition.
Create a cohesive visual identity
Because of the nature of the unstable world that Gen Z has grown up in, they crave stability. You need to make sure your brand is cohesive among all your outlets. Your content needs to reflect your brand to be impactful. It’s also important that you showcase the values of your company.
Make sure everything works across platforms
If your website is not mobile-friendly, fix it now. Poorly designed mobile features turn away Gen Z, as well as most other generations. Few people will take the time to look up your company on another device later on. You can’t connect with Gen Z if they can’t access your content.
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