Are You Prepared to Market to Gen Z?
Generation Z was born between 1997 and 2012, making it the most recent generation in our society today. It makes up roughly 26% of the US population, which means Gen Z already surpasses millennials and Generation X as the largest generation group in America. That also means that no matter what you’re selling, Gen Z will be your most significant target market moving forward, so if you aren’t prepared to meet the needs of this generation, you’re going to fall behind your competitors who are now reaching out to this massive demographic.
The Demographics of Gen Z
More than 80 million members of Generation Z in America, comprising 26% of all potential consumers. But knowing just how many members include Gen Z doesn’t tell you much about them or their spending habits. For example, do they have income? What do they like and dislike in terms of media and advertising? Who are their heroes and role models—the public figures they look up to and follow online? Do they even use social media as adults or just to stay connected with friends while they’re still in school? If you think that getting in touch with your customers is essential, don’t be ignorant about a generation that will soon make up 50 percent of your customer base.
How Big is the Generation?
Millennials may have stolen some of Gen Z’s thunder recently. Still, it is essential not to forget about America’s next big wave of consumers. Born between 1997 and 2012, Gen Z is young—the oldest is just turning 18 years old. The generation is larger than any other—with more than 71 million people—and even bigger brands will soon be scrambling for a piece of its $44 billion in annual spending power. Millennials will have fallen behind as America’s most prominent consumer segment. And if you think social media advertising is effective today, wait until Generation Z enters adulthood; nearly 90 percent plan on buying items they see advertised online through social media channels.
The Different Types of Marketing for the Generation
The different methods for reaching Generation Z can be as varied as their audience. When it comes to marketing, every marketer has their own style, but there are specific rules of thumb that most can agree on. Based on our experience, we’ve found that you should consider allocating at least 80% of your resources towards online marketing and 20% towards offline marketing and employ a mix of mobile-first and social media-first approaches. If you’re genuinely looking to reach Gen Z through advertising—be prepared for tough competition. In fact, one study found that 65% of teens say they trust word-of-mouth recommendations over any other form of advertising. On top of that, 46% say they wouldn’t buy something recommended by a brand they don’t like!
Essential Factors To Consider When Marketing To Gen Z
Technology, Celebrity & News – When it comes to marketing and branding, you must focus on how you can engage with a generation who are both hyper-aware of their technological power but also rely on trusted institutions such as celebrities and news outlets for authentic connections. Brands must remain an essential element in Gen Z’s lives. They may want everything instantly accessible, but they will crave trust, human connection, and understanding at a certain point. Look no further than celebrities like Justin Bieber, who won young adult hearts by publicly apologizing (twice!) after missteps by making them relatable.
What can you do today to market to Gen Z?
A plan to market to Gen Z doesn’t have to be complicated; it must be consistent. The plan should include reaching out directly via social media, using generational-specific keywords on your website, implementing imagery and video that appeals to Gen Z (which are more visual and animated), and following influencers who also appeal to Gen Z. Put these practices into action today to start attracting Gen Z as customers.