DEMOGRAPHICS SERIES: HOW CAN BRANDS SUCCESSFULLY TAP-INTO GENERATION Z?

THOUGHT LEADERSHIP

Whilst you may not have had marketing plans in place previously to specifically target Generation Z (Gen Z), with the group now making up 32% of the world’s total population, it’s the demographic that you’re going to have to get to know sooner rather than later.

Gen Z includes anyone born between 1995 and 2015, and as more start to enter the workplace, gain independence and increase their buying power, grasping a clear understanding of what exactly it is that Gen Z is looking for from your brand is vital. Here are our top tips for tapping-into this demographic.
 

1. Make the most of digital

Gen Z have grown up in the digital age meaning they are extremely comfortable with technology. In fact, they don’t know a world without the internet, with 45% of teens saying they are online ‘almost constantly’.

The evolution of technology has rendered traditional forms of marketing ineffective with Gen Z’ers, who are becoming increasingly sceptical about anything that directly looks or reads like an advertisement. As such, many of the channels they use to engage with brands are tailored to individual preferences through artificial intelligence and behavioural data, which ensures the content they receive is relevant, engaging and worth their time, which is becoming ever-more precious.

It is therefore important to ensure that your marketing campaigns mirror this and use data to create meaningful online experiences that will hit the mark with your target audience and foster brand advocacy, such as personalised communications, targeted social content and relevant rewards.
 

2. Optimise for mobile

Smartphones are a huge part of Gen Z’s lives; 95% of those in the demographic own a mobile, with 55% of them spending five hours or more a day on it. Gen Z consumers are also 2x more likely to shop on mobile than Millennials.

This presents brands with a fantastic opportunity to reach Gen Z, so adopting a mobile-first approach where relevant and ensuring that the content you produce is optimised for mobile should be a key part of your marketing and customer experience strategy.
 

3. Grab attention

Constant access to technology and ‘always on’ information means attention spans are getting shorter, with the average attention span for Gen Z standing at just eight seconds. That leaves brands with very little time to convince a Gen Z that your website, email, article, Facebook post, or any other form of communication, is worth their time.

While much has been made of the so-called short attention spans of Gen Z, it’s actually more a case of them filtering out the things they don’t need. If you can find a topic that entices them, you’ll be able to hold their attention for the duration of the communication. Which leads us nicely onto our next point…
 

4. Stay on top of trends

To effectively connect with Gen Z, brands need to stay on top of major trends and conversation topics in order to stay relevant and timely. Positioning your brand as a trendsetter in the market will help to assert and define your presence.

One of the ways this can be achieved is by closely monitoring the news agenda for your sector and adopting an adaptable mind-set to be one of the first to capitalise on new opportunities. For example, amidst a recent UK heatwave, EasyJet gained mass exposure by inviting UK consumers to hop on one of its planes and “cool down in Faro”, which was actually twelve degrees cooler than London at the time.

Jumping on timely events such as this, which are highly likely to be seen by Gen Z’ers as conversation sweeps across online channels, helps keep your brand relevant and exposed to key audiences.
 

5. Communicate your brand values

As a result of being constantly connected, those in the Gen Z demographic are extremely aware of the wider challenges facing society and our planet. This means that they are increasingly looking for brands that share the same core principals.

Brands must however approach this with caution, and should never just latch onto societal issues because they feel they have to. Gen Z will see through companies that aren’t authentic so it’s important to present your brand with care and integrity, aligning it to a greater purpose and actually making a difference to the issues at hand, thus resonating with this socially conscious and increasingly switched-on generation.
 

Getting to know Gen Z

Targeting Gen Z presents a unique challenge for brands, but taking the time to understand their wants and needs will enable you to implement relevant marketing strategies. With the younger generation set to significantly increase its spending power in the not-too-distant future, now is the time to incorporate this increasingly important target audience into your brand engagement and experience strategy.
 

For more information or advice on how to target Gen Z, or if you’re interested in developing a loyalty and customer experience offering in line with the demands of your customers, get in touch with ELLO Media today.

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