It is important to understand the different age demographics that you are marketing towards but truly understanding the depth of what thinking sets gen z apart from gen x, millennials, and boomers can help you leverage sales. Here is some important information from a frankworks resident gen z to give you an insight into this more socially and environmentally conscious generation.
Growing up in the Digital Age
It’s easy to understand that people born in the mid-’90s to the mid-2000s had grown up with technology, allowing them to have an in-depth understanding and level of skill revolving around technology. For digital marketing activities, you should be emphasising Google Search Ads, Google Display Ads, and Social media advertising. Traditional avenues of marketing are increasingly becoming redundant in the 21st century like radio ads, print ads, and tv commercials. Look for modern versions of these avenues such as podcast ads, website display ads, and streaming service ads.
Short attention spans
The introduction of Tik Tok 15-second videos has had a major impact on Gen Z’s inability to consume long-form media. If you can convince the viewer in the first 15 seconds of your ad then you’ve successfully captured their attention. Effectively outlining how your product/service can benefit their lives in a few short seconds is the only way to combat the fast scroll on an ad Gen Z has learned to master.
Diverse and Socially Conscious
Statistically, Gen Z is the most diverse generation yet, there is a strong need for more inclusivity and equality in this world and Gen Z has a strong sense of social responsibility. First and foremost making sure your business is operating in an inclusive and equal opportunistic environment should be at the forefront of your values. Secondly, creating socially aware and inclusive campaigns will appeal more to Gen Z as they are value-centric-based purchasers. They will not buy from a company that does not align well with their values. For example, they will most likely not support clothing brands that make their clothes in unethical working conditions. Being transparent about where your product comes from, how it is made, and who is making it can truly benefit your brand’s reputation and sales.
Concern for the Environment
Growing up in a world facing the current effects of climate change, Gen Z’s increasingly becoming distressed about the future of the planet’s habitability. Gen Z looks towards products and services that truly are eco-friendly and can distinguish between those that are making a difference and those that are simply just greenwashing. Brands can leverage this by showcasing their commitment to sustainability, being transparent about their environmental practices, and partnering with organisations working to address climate change.
Mobile Driven Consumption
Gen Z has a preference for shopping on their mobile devices, and they like to use their cell phones for both content consumption and shopping. Brands must make sure their apps and websites are mobile-friendly and provide a streamlined buying experience. As a bonus of improving user experience, Google gives priority to responsive, mobile-friendly design, giving you a higher search engine results page ranking.
Commit to trends on time
A common mistake that social media marketers will make is that their trend-focused content is scheduled months in advance. These posts will be centred around trends that have already passed their relevant best-before date and come across as ‘out of touch’ and ‘cringe’. Don’t get me wrong, you definitely should be tapping into the trend zeitgeist. However, due to the extremely fast overturn of new trends it is important to post them as they are happening for optimal traction.
Hopefully, this blog post has helped you understand marketing toward Gen Z and how you can connect with this demographic and drive growth.
