For the longest time, it seems, marketers focused all of their efforts on appealing to the millennial generation. Millennials have more often than not been associated with entitlement, impatience, and instant gratification. But there's a new kid in town. Generation Z (those born between 1995 and 2009) have also been dubbed iGen, Digital Natives, Posts, Post-Millennials and the list goes on and on. Most of these kids grew up with smart phones, apps, and social media. They don't know any other life. And according to consumer reports, this generation represents a quarter of the U.S. population and $44 billion in annual purchasing power. But with great power comes great responsibility, and it seems like Generation Z is well aware of this. So how should your marketing campaigns target this burgeoning group of future consumers? Here's how.
Generation Z is well aware of the trials and tribulations their millennial counterparts had to put up with when trying to get a job right out of college. These days, simply volunteering, attending a few clubs, and working part-time at the local ice cream shop isn't going to cut it. Gen Z is beginning to get a reputation for having an extraordinary entrepreneurial spirit. It's easier than ever to start your own online shop or become a Youtube personality. As forward-thinking marketers, brands have to reach out to Gen Z and invite them to participate in virtual focus groups or become brand influencers. Gen Z is looking to brand themselves and plan their future and they're doing so online. Work with them and they will feel more connected to your brand.
We live in the age of personalities. Not only do more and more people feel comfortable with putting themselves out there via social media, but it almost seems like it's a prerequisite for most brands. Gen Z wants to feel like they are interacting with an authentic person instead of a nondescript brand. Consumers want to see the culture behind the brand. It's okay to have a content calendar and marketing strategy, but don't feel tethered to this plan. Gen Z wants honesty and spontaneity. If possible, team up with a social media personality to promote your brand. Even if the spokesperson isn't considered mainstream, he/she will speak volumes if they are respected and relatable.
Most companies are fully aware of the power of reviews. Nowadays, everyone is reviewing everything. And for the most part, reviewers help consumers gauge which products stand the test of time. Gen Z heavily focuses on conducting extensive research before investing their hard-earned cash in any product. If your product or service doesn't live up to its name, consider yourself dead in the water. We live in an era of reputation. If you're product is lackluster, your marketing campaign won't help it much.
Millenials began the trend and Gen Z continues to advocate the idea that companies should not only care about their bottom line but also their impact on society and the environment. The sentiment is growing stronger every day. As a company, go above and beyond the call to action and incorporate more social work into your business. Don't be content with simply doing it. Share it online. Gen Z wants to see videos, images, anything that speaks to their conscientious nature.