Generation Z – Marketing to The Most Connected Generation Ever
Generation Z, or Gen Zers, are born after 1995, and they grew up with internet access and mobile technology. This makes them harder to market to than other generations in that they have developed very selective filters. They have a very short attention span! But it also offers marketers plenty of new and interesting opportunities.
Gen Zers are called digital natives – they are used to using five different digital devices. In turn, if you want to market to them, you need to have a strategy. This strategy should utilize these devices and unified across all platforms.
Entrepreneurs From The Start
They are often entrepreneurial because they start building up their online presence from a young age. If they find they have attracted an audience, they are likely to want to leverage it to create their own income.
As such they are not just consumers and they cannot be treated as such. Companies need to think about ways to collaborate with them rather than simply marketing to them.
An example of this is the collaboration of Wat-Ahh! With Ariana Grande. She is a Gen Zer who is living out her dreams and wants to have an influence on other young people.
Ariana Becomes A Face to a Product
Ariana was signed up as a spokesperson but also as an equity partner. She was happy to do so because she could put her heart behind the product. She loves drinking water, enjoys a healthy lifestyle and would like to get other young people to do so too. Humanizing your brand by giving it a face is important to Gen Zers.
Thoughtful Marketing Pays
Gen Zers want to make a difference in the world and are prepared to work with brands in order to facilitate such change. They are also more open-minded and inclusive than previous generations. This being a point that marketers need to remember as they are likely to respond to inclusive, thoughtful marketing.
Engaging with Gen Zers on social platforms is very important. If you can establish a conversation with them that’s beneficial to you and them, they will listen. If you can initiate a two-way conversation online, and address trends and issues that interest them, you will be more successful than if you continue to use more traditional marketing methods.