We’re all used to hearing about millennials and their stereotypes, but what about the up-and-coming Gen Z?
Generation Z (often abbreviated as Gen Z) is the demographic cohort that follows the millennial generation. Those who were born between 1995 and 2010 are typically referred to as Gen Z.
Fun fact: Gen Z is the largest generation yet with 61 million individuals in the United States ranging from ages 7 to 22 years, according to Bloomberg reports. In fact, they’re estimated to have a spending power of $143 billion each year.
Besides their spending power, there are three other major traits that set this generation apart: 1) Gen Z is the first to be considered “social media natives” who have only known iPhones, 2) they have always had access to the Internet and 3) they love video.
Gen Z is also considered to be curious, crave authenticity, and “want to be part of the solution and make a difference” as explained by Caitlin Mullen, author of “How Brands are Working to Capture Gen Z Dollars”.
So why does this matter to us marketers?
Since Gen Z’s values are different than previous generations, their purchasing decisions are based more on personal principles and whether companies’ missions, goals, and values align with their own. “77 percent told Inmar Research they respond to advertisements that show people in real-life situations,” Mullen said.
You should also take note that this generation’s go-to social media apps are Snapchat, Instagram and YouTube.
So what does that mean for us as content marketers who target Gen Z?
Since Gen Z has such a huge amount of power over our revenue stream and they consume information in a new way, our messaging has to cater to their interests and the mediums we use to advertise that message has to run through those outlets they spend the most time on. In other words, if we don’t revolutionize our advertising strategies to keep up with the new generation, we won’t see much of an ROI.
It is also important to keep in mind how this generation is making buying decisions when strategizing your next campaign. Tailor your messaging so that your service or product is conveyed as a relevant and positive addition to their life while keeping the authenticity alive.
Being progressive with your marketing tactics in order to reach (and convert!) Gen Z will help your clients stay ahead of the curve. #GenZ2020