For the past few years, much of the marketing discussion has revolved around Millennials. As this group came of age, appealing to Millennials became a very lucrative business – even though Millennials are accused of “ruining” several industries. But if there’s one thing that’s consistent about marketing, it’s that change is always on the horizon, and so marketers must once again get to know a new group of consumers.
Generation Z is the population of people just behind Millennials in terms of age. Born between the mid-1990s and the mid-2000s, Generation Z is anywhere between high school and starting its first full-time jobs. In other words, this is a highly influential group with money to spend. As a marketer, Generation Z is well worth your attention.
But you won’t be able to reach Generation Z as easily as you might think. Some pundits have labeled Generation Z as “Millennials on steroids,” and the moniker holds true in many ways. As reliant as Millennials are on technology, Generation Z holds their devices in even higher regard. This is the first generation to grow up almost entirely on smartphones and social media. And whereas Millennials are often derided for short attention spans, that goes double for Generation Z.
So, then, how can you reach this group?
- Market on Their Terms – Not Yours. Generation Z is more inclined to skip college than any preceding generation. It’s also a more entrepreneurial group than Millennials. In other words, just because Generation Z is young doesn’t mean they should be babied. Treat them like the empowered consumers they are.
- Make Your Point Quickly. The short attention span of Generation Z means you have less time than ever to make a first impression. This has not only a bearing on what you have to say, but the medium you’ll use to say it. Videos, infographics and short blogs have a far greater chance of success than longer, more drawn-out types of content.
- Multitasking is Power. Much has been made of Generation Z’s ability to multitask, which can work for or against you. While a negative message is easily tuned out, Generation Z is more than ready to take decisive action right now if they like what you have to say. Instead of lengthy lead nurturing campaigns, you may be able to considerably shorten the path to purchase for this segment.
- No More Oversharing. While both Millennials and Generation Z are steeped in social media, the latter group has learned what not to do online from the generations that preceded them. This isn’t a group that’s going to overshare personal details online. Unfortunately, this means they may be less inclined to share the content that matters to them, including marketing content that you’ve previously expected to be shared on social media. The good news is that Generation Z, like all generations of consumers, is happy to share the results of a good customer experience with those they care about, even if it isn’t done on social media. Therefore, it’s business as usual for marketers – if you do the right things to reach your desired audience, it’ll pay off in the end.
The decisions that consumers make in early adulthood shape their buying habits for the rest of their lives. That’s why it’s so important to familiarize yourself with Generation Z as soon as possible. To learn more about how we can help you reach this highly valuable market, drop us a line today.