media update’s Taylor Goodman takes a look at three things you need to know to effectively market to Gen Z.
Generation Z comprises anyone born between
1996 and 2014. They are characteristically a ‘digitised’ generation, having grown up with easy access to technology.
This generation has significant economic pull, dominating
40% of consumer shopping revenue in 2020 and making up
27% of the US population. This amount of money from such a large demographic holds great potential for marketers.
Now, let's take a look at three things marketers need to know about Gen Z:
1. Authenticity is important to them
Above all, Gen Zers are known to place significant importance on supporting brands that have good values. They want you to be authentic and transparent, instead of focusing on capital gain.
This all comes from the fact that this generation has grown up alongside technology and social media, where inauthenticity and phony personalities are common. Gen Zers found themselves having to quickly sniff out who
actually cares for their consumers and who just cares about making a quick buck.
A survey conducted by CNBC says that
67% of Gen Zers think that ‘being true to their values and beliefs makes a person cool.’
The importance of authenticity for this generation is also what led consumers to a departure from idolising traditional celebrities, which present as more elusive and untouchable, in favour of influencers, a more intimate star power that Gen Zers view as more ‘real’.
For your brand to present itself as authentic to this demographic, you need to come onto their territory, social media, to connect with your audience on a deeper level, share your brand’s story, strive to be ethical and be honest with your consumers — no matter what. This transparency will go a great way in building a loyal consumer base.
2. They value socially conscious brands
As discussed above, Gen Zers value authenticity in brands. A great way to build on this is to strive to be socially conscious.
Corporate social responsibility is important to Gen Z because they want to feel like they are making a difference by spending their money on businesses that care for the environment, their communities and their employees.
This is not to say that other generations do not care about supporting responsible brands.
But, there are far more sustainable brands around nowadays that the Gen Z demographic can choose from, meaning they don’t have to settle for less.
Gen Zers are willing to put their money where their mouth is and support socially conscious brands, with
73% of them stating that they would be willing to pay more for products or services that are produced in an ethical and sustainable way.
A socially-conscious brand is one that:
- gives back to its community: Your brand can give back to the community by donating funds / resources to local charities or by collaborating with local organisations to hold a fundraising event.
- volunteers: By encouraging your employees to volunteer and participate in community service, your business can give back to the community and improve team morale.
- promotes ethical labour practices: Ensuring that you follow ethical labour practices is essential — not only for a socially conscious brand, but also for a satisfied workforce.
- practices sustainability: It is key that your brand does what it can to protect the environment. You can be an eco-friendly brand by introducing a paperless workplace initiative, recycling and having eco-friendly infrastructure.
3. E-commerce is their thing
Gen Z is majorly tech-savvy and
very much into social media. Research shows that
Gen Zers are twice as likely to make a mobile online purchase than millennials.
Social shopping is a particular vein of e-commerce that has exploded amongst the Gen Z crowd with
Gen Zers interested in purchasing via social media directly.
This probably leaves you wondering which social platforms are Gen Z approved. Well,
Instagram has been noted as the most popular app for users to discover new products via its ‘Shop’ function, closely followed by Facebook.
It is clear that social media is the place for brands to connect with the Gen Z audience as this is where they spend the majority of their time and connect with those around them.
For brands to find success within this demographic, it is key that they utilise the above tips to become a genuine, conscious and active marketer.
As a marketer, what are some tips and tricks you use to attract a Gen Z audience? Be sure to let us know in the comments section below.
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*Image courtesy of Vecteezy