If you didn’t know
about them before, chances are you’re paying attention now.
Gen Z has recently shaken up the world around us as the new and very vocal next cohort of American consumers. In order to connect with them, it is important for brands to be in touch with their habits, values, and needs. Here are 5 things you should know when marketing to this segment.
1. Who is Gen Z?
It is important to first understand who they are as a generation. Pew Research defines this generation as those born between 1996 and 2010. Making up about 27% of the population, Gen Z is the largest generation in the U.S. and they are more demographically diverse than any cohort before them. Due to their demographic characteristics, Gen Z has taken on a whole new set of traits that marketers should be aware of as their influence grows rapidly in the coming years.
2. Pulse on the Social
Gen Z was born with iPhones and tablets in their hands; their digital nativity provides them with unrivaled prowess in the use of social media. While older generations adopted social media as an addition to their lives, Gen Z has come to use social media and technology as an extension of the self. This generation lives their social lives through these platforms as a means of staying connected to friends and strengthening existing relationships. With 56% using their smartphones for 5 or more hours a day and 26% using 10 or more hours a day, Gen Z is always connected to their peers, their favorite brands, and the latest trends. They have a pulse on social media and are always aware of both emerging and dying market phenomena. As a result, they can smell inauthenticity from a mile away, making it imperative for brands to communicate authentically with Gen Z where it is most fitting.
3. Authenticity
Growing up watching and interacting with YouTube stars that are seemingly regular people, Gen Z craves authenticity.
To execute authentic marketing properly, brands must be tuned-in to social media at all times and engage in active listening to understand how Gen Z communicates. This active listening can aid brands in connecting with the core of Gen Z's values. Gen Z is not only made up of one large demographic, but many online niche communities (e.g. forums and fandoms). These niche communities are a key part of Gen Z’s individualistic mentality and can provide brands an opportunity to engage this segment. Gen Z values personalized experiences, products, marketing and brands.
Rather than finding ways to market to the larger generation, contributing to these niche online communities through co-creation will result in higher engagement and brand adoption. By creating relatable brand content that Gen Z communities can personalize and add to their forum, companies will be rewarded with online engagement that spreads throughout social media. Gen Z is extremely pragmatic and understands that it is impossible for a brand to be authentic at all times. Finding what matters to your company and communicating effectively by seamlessly integrating it into their social lives will give you positive results. If brands can provide Gen Z with an experience, they will not only buy into your brand, but will become brand ambassadors through their social networks and lifestyle.
This generation does not create attachments to particular brands, rather trends, lifestyles and experiences associated with those brands. Gen Z wants to be a part of the brand experience and buy into brands that are developed by real people, not corporate giants. A great example of a brand who is doing it right is Nike. Nike is representative, caters to a wide range of people and develops inspiring messaging all while remaining true to their brand resulting in a genuine experience. The brand has led much of the charge at the forefront of the movement towards mass customization and modern consumer cults of nuance with their Nike By You customization shop, collaborative capsule collections, and specialty products and limited edition reissues. Finding the experience your brand offers and building upon that will result in engagement with Gen Z.
4. Diversity & Representation
When it comes to Gen Z, diversity is not a bonus - it is a given. If your brand is not representative and diverse, Gen Z is not afraid to remove you from brands they associate with. In addition, diversity for them goes beyond the traditional sense of the word and is a part of their everyday lives. As a result, diversity is not a request, it is a demand.
While Gen Z is the most ethnically diverse generation with 48% being racial or ethnic minorities, ethnicity is just the tip of the iceberg. Diversity for Gen Z also includes gender, sexuality, beliefs, abilities and more.
The term “gender fluidity” and pronouns outside of he and she are part of their norm. Roughly 35% of Gen Z knows someone who uses gender neutral pronouns, 48% believe gay and lesbian couples having the right to marry is a positive aspect of society, and a majority believe that society is not accepting enough of individuals belonging to these groups. In fact, 48% are more likely to value brands that are gender neutral. Online communities are also highly valued by Gen Z as it allows individuals across different regional and economic backgrounds to connect without external barriers. This generation expects brands to be representative of the diverse reality they live in rather than curated constructs of what older generations saw as ideal.
Authenticity and diversity must coincide with one another to truly be effective. Rather than draw attention to how diverse one's brand is, marketers should make it a part of the way their brand naturally operates. Brands should use social listening to communicate diversity properly and provide opportunities to learn more about these communities as well as how they can best serve them. Shifting focus to contributing to meaningful conversation rather than traditional marketing tactics will generate more organic engagement and following. An authentic and socially responsible brand is sure to gain the attention of this generation.
5. Mobile & Visual
To reach Gen Z, one must immerse themselves in their world.
Understand that mobile devices are an extension of the self for this group and that they prefer mobile over any other device. This means that marketing efforts should always be mobile friendly and tailored specifically to each platform (no posting the same thing on different platforms). We learned that authentic marketing is the best kind when it comes to Gen Z, however it must also seamlessly contribute to their mobile lives. Gen Z learns new skills, discusses important topics, calms their minds, advocates and entertains themselves all with their mobile devices—using a multitude of platforms. If a brand’s marketing does not fill one of these needs, Gen Z will be sure to swipe it away with little to no thought.
As mobile natives, Gen Z have grown to become visual learners. For that reason, the most engaging content for them is video content. It is no wonder that TikTok has become so popular among this cohort—making it a prime platform for connecting with them. The app has conditioned users to engage with visual content with sound. This presents a new opportunity for brands to use to their advantage as sound and music results in more emotional and deep rooted responses for viewers. Sound has become the basis for viral content as users take audio content and create their own video content to correspond with it. This is a great example of the type of co-creation that Gen Z loves so much and that brands can use to authentically engage with them.
Building a relationship with Gen Z from the early stages of their growth is imperative for future success. When brands focus on co-creation, conversation, personalization, and authenticity, Gen Z will notice and the returns will follow.