Reaching Generation Z: Marketing Trends and Strategies for the Post-Millennial Generation
Generation Z, loosely defined as those born between 1997 and 2012, is the post-millennial generation that follows Millennials. As the oldest members of Gen Z graduate college and enter the workforce, marketers are striving to understand how to best reach this new batch of young consumers. Here are key trends and strategies for marketing to Gen Z in the coming years:
Defining the Gen Z Audience
Generation Z totals over 68 million in the United States and 2.47 billion worldwide, representing huge marketing potential. Gen Z is the most racially and ethnically diverse generation in history. They are true digital natives who have never known a world without smartphones and social media. Having grown up during the recession, Gen Z tends to be financially prudent, yet they still crave experiences and customized products.
Trends in Reaching Gen Z Consumers
Here are 5 trends that should shape marketing strategies targeting Generation Z:
Mobile and Social Are King
Mobile device usage rates among Gen Z'ers average over 5 hours per day. Snapchat, Instagram, and YouTube are popular platforms. 97% of Gen Z has an active social media profile. To connect with Gen Z, brands must have a strong presence on relevant social/mobile channels with visually appealing, bite-sized content.
2. Influencers Drive Engagement
Over 60% of Gen Z relies on social media influencers for what to buy. Brands should leverage YouTube personalities, Instagram creators, and other influencers to promote products. Influencers seen as authentic hold more sway. Brands may also enlist smaller niche influencers to deliver tailored messages to different segments.
3. Retail Browsing Goes Online
60% of Gen Z prefers to shop online or via mobile. With comprehensive product information and reviews available at their fingertips, Gen Z is less likely to interact with sales associates in stores. Retail brands need robust ecommerce channels with detailed product descriptions, images, and UGC to draw digital-first Gen Z shoppers.
4. Personalization is Expected
Gen Z wants a personalized, curated customer experience. Brands should use data and audience segmentation to tailor messages and product recommendations. Features like AI-powered chatbots provide customized interactions. Location data can deliver localized promotions when Gen Z is nearby. Direct-to-consumer brands also resonate by allowing customization.
5. Values Shape Loyalty
Gen Z cares deeply about societal issues like sustainability and equality. They expect brands to have values and purpose beyond profits. Brands that take stands on social/political issues or that have progressive business models often earn Gen Z loyalty. Promoting CSR and DEI initiatives shows this generation that the brand shares their values.
Marketing Tactics and Channels
Now let’s look at effective tactics for reaching Generation Z across key channels:
Digital and Social Tactics
- Optimize website and ads for mobile
- Create short-form video content for social media
- Partner with relevant influencers across platforms
- Promote UGC and user reviews
- Develop interactive AR/VR experiences
Experiential Tactics
- Sponsor music festivals and e-gaming events
- Leverage campus brand ambassadors
- Activate pop-up shops and interactive exhibits
Email and Retail Tactics
- Offer students discounts and promos
- Implement personalized recommendation engines
- Feature user images and reviews on product pages
- Curate hip in-store music and aesthetics
- Provide delivery/BOPIS options
Key Takeaways
Generation Z's tech-savvyness, social consciousness, and desire for personalization will disrupt marketing as we know it. Companies that focus on digital and mobile experiences, corporate values, and tailored customer journeys will have the best chance of grasping Gen Z's attention and loyalty. The brands Gen Z adopts today may become their lifelong favorites.