Marketing to the Millennial successor: Generation Z

We all know how to market to Millennial audience, right? Well, maybe not everyone knows…but its time to include that generation’s successor; Generation Z.

Before you can consider blindly marketing to the younger generation, in the hopes that you’ll see results, its important to understand the key differences between these two groups.

Focus levels:

It’s well known that Millennials were born at time when the internet was in its infancy and they’ve grown up seeing it become more and more sophisticated. However, Get Zers were born when the internet and technology were flourishing (and still is), they therefore have an expectancy for things to be available to them at the tap of a button (literally). Having these expectations means that this generation have lower focus levels - if they don’t get what they want, and quickly, they won’t be hanging around!

 

No labels:

There’s a common belief that people like to be put in a box or group, where they can be ‘defined’ or ‘understood’. This can no longer be said for Generation Z - they don’t want to be labeled, and are more open-minded about other cultures, beliefs and sexualities than ever before.

 

Cautious curators:

Unlike their predecessor, who created social media and the idea of sharing your life online, Gen Zers have learned from their mistakes and now make thoughtful decisions on what content is shared.

 

Hardworking:

77% of Gen Zers expect to work harder than any previous generation before them. This could be due the fact that they have grown up in a recession which began in 2008, and increasing demands in the workplace. Millennials remember and lived through a time before the property market collapsed, and therefore don’t have the same views as their younger counterparts.

 

So, what does this mean for marketing?

In the US alone, Generation Z will take up 1/3 of the population by 2020 - that’s a massive audience to be engaging with!

With boundless information at their fingertips, this group are more aware and able to decipher facts from fables, and as a result, are less trusting of big brands. This is great news for smaller businesses, where social media can present a more level playing field. Gen Zers are more likely seek out brands they feel they can trust, and align their beliefs with. Therefore, its important that businesses have a clear understanding of their brand, and what it represents if they want people to engage with them.


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