Successful Strategies for Marketing to Generation-Z

Successful Strategies for Marketing to Generation-Z

Generation-Z, composed of individuals born between 1997 and 2012, is the first generation to be immersed in technology since birth. These "digital natives" account for 26% of the population worldwide and one-fourth of the workforce; additionally, their spending power is growing, meaning they are becoming key decision-makers, impacting the market in unprecedented ways.

You don’t want to ignore this group; this is a demographic that should have your attention with regard to your marketing efforts. It’s imperative that you align your messaging to capture their attention by means - and in places - they regularly will come into contact with it.

This is a group known for its social awareness, appreciation for diversity and acceptance; they are highly active on social media and are responsible for influencing work culture. As more and more of this group enter the workforce, you’ll want to ensure your marketing appeals to their:

Core Values

This generation values social and environmental purpose. They are looking for transparency and authenticity in your messaging and are less likely to back companies that do not align with their values and beliefs. This predilection, for instance, makes it challenging for brands that are not operating sustainably to connect with this generation. This group is highly motivated by price, so be certain to appeal to their fiscally responsible nature by emphasizing how your brand can save them money. Additionally, offer attractive freebies, discounts, referral bonuses, or running competitions as a means to draw interest and encourage their participation with your brand while assuring that your business represents value.

Preferred Content

Because this group consumes far less traditional media channels (like TV) than previous generations, "traditional PR" practices don’t hit their mark. Generation-Z can be found on TikTok, Instagram and Snapchat where they eat up entertaining bite-sized, mobile-optimized user-generated content in which they feel involved in an online community. Ensure your content is attractive and mobile friendly. Employ interactive quizzes, polls, and challenges that encourage participation. They even like their customer service offered via chat or text.

Appreciation for the Authentic

This generation appreciates authentic demonstration of your brand’s social responsibility and values and expect to see diversity, inclusion and sustainability celebrated in the brands they favor. They are highly perceptive however, so be certain your campaigns don’t come across as "for profit," lest you drive them away. Furthermore, while they appreciate a willingness to embrace new technology, they’ll detect right away if you’re adopting something just because it’s new without adding value to their experience.

Preferred Engagement

Gen-Z responds favorably to brands with a distinct personality and a communication style that resonates. They appreciate a community where the merchant goes beyond simply selling and fosters conversation, feedback and a sense of belonging. They love seeing user-generated customer photos, stories and reviews that showcase authentic experiences with the brand. They like to see people and brands they respect using products before they’re persuaded to make a purchase. Demonstrate the degree to which you appreciate your audience’s experience by listening and responding to their feedback which should be communicated clearly and concisely.

Taking these elements about Generation-Z into consideration will help you connect with this demographic. But how can you be sure you’re reaching them with your marketing efforts?

This is where the technical side of modern marketing serves the merchant well. Technology provides an abundance of intel about this generation’s preferences, likes, and dislikes. Utilizing this data can help you create highly targeted, personalized ad campaigns catering especially to them. As with any type of marketing, diligently monitor your social channels to get an accurate picture of public opinion. Since this generation likes the personal touch so much, employing interactive polls and live Q&As can provide a contextual and efficient way of taking the pulse of your target audience.

Think of Generation Z as the influencer generation, so in whatever you market to them, clearly articulate and demonstrate the human element driving your brand and its interactions with customers.

How can you make Gen-Z stand up and notice your business?