As we have discussed in previous blogs, each generational cohort represents unique characteristics and preferences that can be attributed to the timeframe and environment that they grew up in. Generation Z encompasses those born from 1996 to approximately 2010. As the youngest of the generational cohorts, Gen Z is just beginning to make their impact on the world.
Since generations have varying tastes and behaviors, it is prudent that marketers take this into consideration when determining how to market their products and services. Is your business trying to tap into Gen Z? Here are some of the best research-backed ways to reach the Gen Z market.
More than anything else, Gen Z values brands that are socially conscious and make it known. Gender, sexual orientation, and racial equality as well as environmental consciousness are among the top concerns of Gen Z. When seeking new brands and businesses to purchase from, Gen Z takes into account those that align with their viewpoints.
If you’re a business that is trying to appeal to Gen Z, make known the causes you support. It is a simple way to earn the trust and respect of your audience.
In a similar vein, Gen Z values brand transparency. It’s important to be honest and straightforward regarding your business’ values and mission, as well as other business practices that may affect customers such as shipping policies, FAQs, and more.
Try to use your website to offer your customers and potential customers as much information on your business as you can manage to, and never be deceitful!
Be Entertaining and Relatable
Consumers, especially Gen Z, have shorter attention spans. It’s important that, when your content gets in front of your audience, your message is concise but entertaining. Gen Z appreciates brands that are entertaining, and present on the platforms that they use the most such as Tik Tok, Instagram, Snapchat, and YouTube. Today, it will come as no surprise that Tik Tok is the fastest growing social site for Gen Zers.
Image via Ypulse
Have a Brand Voice
When you have a distinct brand voice, it makes your business more memorable and recognizable to your clientele. Gen Z enjoys interacting with businesses that have a playful and clear voice. Check out this DSG blog for tips on refining your brand voice.
Unfortunately for marketers, another quality shared by much of Gen Z is their dislike of all advertisements. More than half of the generation uses ad blockers, and they also don’t consume the same types of traditional media that other generations do – such as cable television. Gen Z finds online advertising particularly intrusive and annoying, with 69% of respondents saying they will skip all skippable ads. For this reason, it may be unwise to invest in paid video ads that can potentially be skipped.
Interestingly, Gen Z finds Out Of Home advertising to be far more welcome than digital advertising. This is because the generation finds OOH advertising to be far less disruptive, and rather, just exists in a space, “waiting for you to notice it” (Signal Graphics). Aside from OOH media, Gen Z also finds influencer marketing and celebrity endorsements less bothersome and obtrusive than other forms of digital advertising. When marketing to Gen Z, it’s important to be mindful of how disruptive your ad is, and get creative with how you reach them.
Interested in learning how to market to more than just Gen Z? Stay tuned, because we’ll be covering other generations in future DSG blogs!