With the oldest of Generation Z graduating and entering the workforce, it’s time to set your sights on this powerful consumer demographic.
Who are these Gen Z individuals, and what is the most effective way to reach them? While many media companies have written them off as “screen addicts,” Gen Z is actually very nimble, engaged, and unique.
Here are a few facts to consider:
Want to engage younger prospects? Here are five tips to consider:
Gen Z has a natural awareness of how diversity is depicted (or overlooked) in your media.
Whether it’s custom photography or variety in your testimonials, it will seem strange (or even offensive) if your media is too homogenized.
Estimated at having $4 billion in discretionary spending, the buying power of Gen Z is significant.
But having grown up during the 2008 recession, Gen Z has an innate appreciation for a bargain. Gen Z will hunt for value in two ways: buying from inexpensive brands or purchasing expensive items with durability guarantees. Generous warranties and engaging in-store experiences are also a way to offer them more bang for their buck.
Over 91% of Gen Z kids have a digital footprint, and Gen Z spends more time on mobile devices than Millennials.
Gen’s Z’s favorite sites are YouTube, Instagram, and Snapchat. Because they are so visual, whenever possible you should “show,” not just “tell.” Image-based advertising and short-videos are especially effective!
Gen Z people seek uniqueness in all walks of life, and particularly through the brands they buy from.
Gen Z-ers prefer brands that are authentic: 82% said they trust a company more if it uses images of real customers in its advertising, and 72% said they’re more likely to buy from a company that contributes to social causes. Product quality, positive reviews, and customer service are the top three characteristics that fortify their trust in a brand.
Given how socially aware this generation is, remember Gen Z-ers love opportunities to contribute, create, lead, and learn.
Whether you allow them to personalize your product or you prioritize ethical marketing (like partnering with nonprofits or standing for a cause), Gen Z appreciates buying from brands that give them a role in the journey.
Finally, remember that Gen Z longs to engage, and this doesn’t have to be online.
A new A.T. Kearney study reports that 81% of Gen Z respondents prefer to purchase in stores, 73% like to discover new products in stores, and 58% browse in-store selections to disconnect from social media and live in the moment.
From gorgeous window banners to sharp point-of-purchase displays, sensory impact plays a principal role in creating the right mood for an impulse purchase.