Much has been said about Generation Y, more commonly known as Millennials, and the way they have changed and are still changing the marketplace. But the emerging Generation Z is poised to enter the workforce and become consumers with an enormous amount of purchasing power. This post-Millennial group is loosely defined as those born in the mid to late nineties and early 2000s, and they already make up a full quarter of the U.S. population! Is your marketing plan prepared?
Here are the key things you need to know about Generation Z:
- Gen Z is the most multicultural group ever – you shouldn’t and can’t ignore racial and ethnic diversity in your marketing. A one-size-fits-all approach won’t fly.
- Gen Z is independent and individualist. They prefer apps, platforms, and websites that offer personalization and control.
- Gen Zers are the first digital natives – they’ve never known a world without smartphones and social media, and prefer media that’s available instantly and in easily consumed bites. Don’t expect to reach them through TV ads or email blasts; they’re hanging out in video and social messaging apps.
- Gen Z takes multitasking to a new level. They may juggle up to five screens at a time.
- Gen Zers are adept researchers and self educate themselves on the subjects they’re interested in, including purchase decisions, with online resources. Make it easy for them to find what they want to know.
- While Gen Y is primarily optimistic, Gen Z is less so. They are more skeptical than Gen Y, and prefer messaging that is open and honest. Gen Z will also pay close attention to the culture of a brand, and prefer companies that reflect their own values.
- Gen Z has seen how the recession affected their parents and older siblings, and as a result is generally more frugal and financially savvy. They save more, and look for the best value for their money.
If you are interested in creating a targeted marketing campaign to introduce the newest group of consumers to your brand, get in touch with the team at Aronson Advertising. Our non-programmatic approach to advertising can give your business the legs-up it needs to add a new generation to your base of loyal customers.
