They are the front runners in technology. They are as decisive as they are creative. This is Gen Z, and they form a large part of the market that many brands and services aspire to reach.
Born between the late 1990s and the early 2000s, Gen Z is said to account for over $100 billion in purchasing power. That’s a massive market that presents endless opportunities. But marketers need to know what makes this generation tick and how they can do things differently to grab their attention.
They love their gadgets
It is no secret that Gen Z is tech-savvy because they are the generation that was born into a world of technology and gadgets. They live the majority of their lives online, chatting, purchasing, researching, networking and creating online. They don’t step out of their homes without their mobile phones, iPads or laptops. They might even be hooked onto their e-readers. Many of them have also used tablets for writing and researching at school or college. Whatever the activity, you can bet that the digital world is helping them complete it.
And since they practically live online they are also the generation that sees advertisements all the time. So much so that they have also mastered the art of tuning out these ads. This has posed such a challenge to marketers who are clamouring to make their presence felt among Generation Z. Social media has made life both extremely interesting and extremely cluttered for this generation. While they encounter a gamut of information on such platforms, a lot of it goes unnoticed because it is just not engaging enough. Gen Z strives to be different. Your marketing strategies need to be too.
Connecting with Gen Z
They are the original creators of digital content. You cannot fool them. If your marketing strategy is about educating and entertaining, you are getting it right. Gen Zs love to be told something they don’t know. They also love a good laugh. So, if you’re TikToking your way into their lives or YouTubing the latest gadget hype, then they are more likely to engage with your brand.
One of the best methods to use in exposing them to content is to make sure that it is organic content. This means that your brand is being marketed to your audience by those who have tried and tested it and have an opinion on it. Influencers are authentic and credible (for the most part) if you have done your background check on their numbers. Use their skills to propel your brand forward.
Also, allow them the opportunity to leave comments and have conversations with like-minded (or even different) individuals. Gen Z loves good banter and the comments section of posts on social media might be the best place to make your brand’s presence felt by also contributing to the conversation.
Gen Z also does not like the idea of being approached as a potential customer. They want to be valued, seen, heard. Build a relationship with them first by allowing them a chance to engage with your creative content. Share information and let it percolate. The sale might not happen immediately, but it will happen at some point when they are ready.
You probably already know this, but Gen Z is also very socially conscious and ethically driven. They will easily call a spade a spade, and if you fail them in any way, they will voice their disdain. That’s not a great place to be as a brand when your shortcomings are exposed for the world to see, so be honest, forthcoming and ready to meet their expectations. Answer questions, apologise for errors and rectify them if you want to hold on to this perceptive generation. But more than that, show them that you mean what you say and are not just out to make a quick buck.
And, probably one of the most important aspects of Gen Z- they are all about community, simply because they have also been identified as one of the loneliest generations in America, according to later.com. This makes sense, given that these youngsters have been born into and grown up in the digital age, where connecting through devices has been the main networking method. But it obviously highlights a gap in physical and emotional connections that they are eager to fill.
Furthermore, this is also one of the most racially, ethnically and socially diverse generations ever. They strive for inclusivity and celebrate their diversity, by looking to share their experiences with like-minded people. Your brand should, too. The marketing strategies used by companies need to target platforms that create conversations that go beyond the ordinary. For instance, make your brand’s presence felt on platforms that foster/promote change such as through activists who speak up for gender equality or LGBTQI rights. It doesn’t even have to be a grand gesture- you can even build simple communities through scrabble games, chess games, etc. Gen Z loves it when their skills and thinking are pushed beyond their limits.
A generation like no other
If your brand is catering to Gen Z then you are among the fortunate. There are so many ways to engage with them and have fun while doing so. They are different, knowledgeable, socially conscious and perceptive. Their main platforms are Instagram, TikTok, Snapchat and YouTube, where people speak out, are creative and network. What this also says about them is that they are very visually driven. So whatever content that appeals to their senses visually, that’s the brand they popularly engage with.
There are myriad opportunities with Gen Z, and you can go all out in connecting with them. And don’t forget to hashtag your way into their world. It’s one of the many ways that they make their presence felt online.
(Anouk De Silva)