27 Aug Marketing to the New Generation of Consumers – Generation Z
Recent studies show that by the end of 2020, around 40% of all consumers will be from Generation Z. This new breed of customers, which rival millenials, are said to be more tolerant, entrepreneurial and technologically advanced compared to the past generations. If you’re a business owner looking to cater to generation Z, know that you’ll be serving a generation that is on a league of its own. But don’t worry. Here are some tips on how you can meet the needs of the generation of digital natives.
Even though the older half of Generation Z is still in the cusp of adulthood, it’s just a matter of time before they start getting their first jobs, earning money, and buying everything in sight. Born between 1995 to 2015, this new generation of consumers practically lives online and can’t last a day without social media. Growing up with technology has made them tech savants so traditional business owners will need a different approach to engage this new generation of consumers.
But are members of Gen Z really different from members of past generations – Gen X and Gen Y? For one, Generation Z had the privilege of growing up with fast internet so they know that they can connect with just about anyone in the world with just one click. They will never know the agony of listening to the dial-up connection tone while waiting to connect to the internet. They grew up syncing their devices so they can quickly access emails, videos, music and social media content using apps. With technology breaking down all known barriers, Gen Z is more tolerant and accepting of status differences and alternative lifestyle choices. This generation is also said to be more diverse and flexible – so flexible that they can quickly adapt to any major change that comes their way. Another thing that sets this generation apart is that most of them have a strong entrepreneurial streak brought by the uncertainty of today’s fast changing economy. They’re most likely the generation to DIY their own things, grow their own food, and make their own money online.
So, how do you market to Gen Z?
Meet them where they are
Since the typical Gen Z consumer’s world revolves around the internet, it’s no surprise that they’re buying most, if not all, of their needs online. And their weapon of choice? Mobile devices of course. If you want to sell to Generation Z, you need to have a kick-ass online catalog, responsive social media support, and an exceptional delivery system.
Focus on value instead of features
Because this generation spends most of their time consuming different kinds of online media, they can see through false advertising. So instead of marketing the features of a specific product or service, you’ll get more from out of your marketing dollars by highlighting value. Using pop-up ads and banners to get their attention is just a waste of your money.
Make it worth their while
One of the best things about this generation is that deep down, all they want is to make the world a better place. This is the perfect time for your business to become more socially aware and responsible. Find a cause that your brand can advocate and pledge a percentage of your sales to get Gen Zs support.
Market through videos – and don’t be afraid to get creative
If branded video content is still not part of your marketing strategy at this point, then you’re already behind in the game. Gen Zs love watching videos and they watch a lot of it every day so this is one medium that isn’t going to die out any time soon.
Deliver exactly what you promise
Generation Z has zero patience for things that don’t work as intended so if you promise to give them “the next big thing”, you better deliver. Gen Z is all about experience and efficiency so if your product disappoints, they’ll quickly move on.
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