It’s official… Gen Z is the new wave. They are the first generation of “digital citizens” and they are quickly establishing their place in today’s economy. Gen Z is defined as those born between 1995 and 2015, representing 26% of the world’s population. They have grown up fluent in technology and around 99% of them own or have access to a smartphone. Not sure exactly how to appeal to this digitally native generation? Quantus Creative is happy to offer some advice on how exactly to approach marketing towards Generation Z.
Inclusion and Diversity
As Gen Z is the most ethnically diverse generation in the U.S., it’s no surprise that they expect to see the same kind of inclusion and diversity present in marketing and advertising. Work to ensure that your brand is actively representative of different cultures and ethnicities while remaining educated and responsible when it comes to incorporating diversity into any marketing efforts.
The Importance of Social Responsibility
Don’t be afraid to take a stand and use your voice for positive change. Because Gen Z has grown up in a time of heavily publicized environmental and social challenges, they are more in tune with the importance of brands acknowledging and taking a stand against injustices and crises. Companies are now encouraged to participate in conversations surrounding these topics and educate themselves on the impact such stances can make.
Embrace Social Media
This should come as no surprise, but the one place you are sure to reach Gen Z is on social media, particularly Instagram. Studies show that 60% of “Zoomers” use social media to discover new brands. Post regularly and use both targeting and effective messaging to reach your current audience while being discovered by new ones.
Authenticity is Everything
As we’ve mentioned in several previous articles, authenticity is key when reaching younger generations. Ensure that your team is aligned with your brand’s core values and communicate these with your audience, include UGC in your marketing efforts, stay consistent with your messaging, and, above all, be transparent on all platforms.
Personalization
Gen Z is significantly more receptive to personalized ads than their predecessors. Personalization can lead to higher spending and repeat purchases. 57% of Gen Z believe in personalization and want ads to know their preferences intuitively. Try personalizing your website, newsletters, and social media campaigns to make shopping easier for users.
They’re young, they’re involved, and they are the future. Adapting to Gen Z’s expectations and behaviors regarding media and brand interactions is vital for companies who are seeking to keep up with the rapidly changing digital and social environment. For more pointers on how to appeal to diverse audiences and age ranges, reach out to our team here at Quantus Creative, and we are happy to guide you.
