statistics predict that by 2020, this new generation will account for 40% of
all consumers. They already make up a quarter of the US population. Globally,
Generation Z numbers to approximately 2.52 billion -- larger than Generation Y
and X which number up to 1.72 and 1.44 billion respectively.
While Millennials are known for
easily adapting to the latest technology being pushed out constantly in the
market, Generation Z is born into the digital world. They are digital natives,
so to say.
How many of the old generation had
phones shoved into their hands while they were in elementary school? This new
generation has had a smartphone between their fingers before some of them were
even old enough to
go to school. Theirs is a mobile generation.
For this reason, Gen Z is known to
use many social media sites simultaneously, as opposed to Millennials who
bounce from one to the other at certain times.
It’s time to take them more
seriously too, especially teenagers. They aren’t just their parent’s
dependents. Their spending power amounts to $200 billion. And furthermore, 9.7%
of adults say that their children influence 100% of what they buy.
Millennials are known for their
short attention spans. Gen Zers’ are even shorter. With an eight-second filter
hardwired into their complex brains, how will you reach this new breed of
Tell them a story
Traditional marketing won’t hold
much sway over this new generation’s attention. Much like the Millennials in
this matter, Generation Z is quite notorious for ad blocking. They don’t have the
patience to sit through a minute-long ad; they skip it at every available
The moment Gen Z’s anti-ad radar
picks up on a sales pitch from their favorite platform, they opt for muting it
out. Rather than having the usual promotional tactic, do a
Engage this new audience in
storytelling that will tug at their heartstrings, or evoke action from them.
Back in July 2017, Converse launched
a back-to-school video campaign that was aimed at teenagers and kids. The video
was called “First Day Feels,” starring Millie Bobby Brown. Or perhaps you’d
know her better as
Eleven from the
Stranger Things. Combining
several GIFS to capture the emotion of every student during their first day,
Converse’s campaign was nothing short of #relatable to its target audience.
Relying solely on traditional
marketing ads will put your brand at an evident disadvantage. Find out what
your new audience cares about, and build your campaign around it.
Support what they love
Generation Z is more inclusive than
any other generation because they came of age in a diverse society. They grew
up recognizing that people of all races and genders are different, and each one
should be accepted as they are.
A study conducted by Fuse Marketing revealed interesting
statistics about Generation Z’s behavior and reaction towards social
responsibility. 85% of Gen Z believes that brands have an obligation to help
solve social problems. And after learning that a brand supports a social cause,
- 85% of Gen Z is more likely to trust the brand more
- 84% would purchase the company’s products
- 82% would recommend the brand to their friends or family members.
Eliminating gender stereotypes is
one humanitarian concern that many Gen Zers are passionate about. Axe’s
#PraiseUp Campaign was all for defying the stereotype that men rarely ever show
emotion. This, in turn, means that men have a hard time complimenting and
praising other men.
Axe challenged its audience of men
and boys to eradicate this stereotypical belief by posting their praises on
social media. To up the ante, the famous body-spray brand hired sports icons
Kyle Lowry of the Toronto Raptors and Marcus Stroman of the Toronto Blue Jays
to set the example and kick-start the campaign.
When you find a way to give your
audience an interesting challenge that will raise a good cause, your brand will
harvest the advantages of a well thought-out strategy.
Meet them where they live
Generation Z’s eight-second filter
is what attracts them to Snapchat. And their tendency to prefer video content
over text is what makes YouTube appealing.
They watch twice as many videos on
their mobile devices, and 70% of them watch an average of 2 hours of YouTube
videos per day.
A study conducted by Mobile Marketer reports that this
generation is on Snapchat 11 times per day.
- 71% said they turn to Snapchat six or more times a day
- 78% revealed they use Snapchat daily.
Queries posed to Gen Zers revealed
that 88% use Instagram and Snapchat often, versus 81% for Facebook and 66.6%
This attraction to video-sharing
sites also mean that Generation Z is more affected by their peer influencers
rather than traditional celebrities. 70% of teenage subscribers say they relate
to YouTube creators more than Hollywood celebrities. And influencers nowadays
are known for having millions of followers across social media platforms -- a
trait rivaling traditional celebrities.
Generation Z is still an untapped
market, but the attention is gradually beginning to shift towards this new
generation of consumers. A new set of traits and characteristics come with this
new generation, and companies are left with no other choice than to adapt or be
left behind in the dust.
Don’t approach them in the same
manner in which you have approached Millennials. They are a different
generation all together.