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The generation after Millennials, the generation born to modern technology, “those darn kids” – whatever you know them by, Generation Z is a powerful slice of the upcoming American workforce. Born in in the mid-1990s to early 2000s, Generation Z makes up a whopping 25% of the US population. That’s a larger piece of the population than the more talked-about Millennials and Boomers.
You might not currently be targeting Generation Z, but without a doubt you’ll have to start soon to remain competitive. Like every generation before them, Generation Z holds unique ideals and shared experiences. Marketing to Generation Z is a different approach, but one that you can master when you keep these tips in mind.
1. Technology First
Generation Z didn’t just grow up with technology – it’s as natural to them as breathing. If you want to market to Generation Z, you have to meet them where they live. Right now, that’s current social media platforms like Musical.ly, Instagram, Snapchat, Twitch, YouTube and Facebook. Five years from now, that list could completely change. In order to truly market to them, you need to stay on top of internet trends and utilize the same platforms they spend their time on.
2. Be Authentic
Like Millennials, Generation Z can sniff out fakery and insincerity quickly. They want to support businesses they feel are doing societal good or supporting causes they believe in. Be honest about your core values and what your business is passionate about to reach out to Generation Z consumers.
3. No Fluff
Growing up with technology, Generation Z consumers are used to having the world at their fingertips. They’re experts at rooting out information online, and the more time it takes for them to find what they want the less interested they’ll be. When speaking to Generation Z, cut right to the chase.
4. Be Everywhere, at Once
Generation Z are brilliant multitaskers and spend most of their days flitting between different devices. To truly grab them, you can’t put all your eggs in one basket. You need to market using a variety of platforms to stick out in their minds.
5. Community is Key
A common complaint lobbed at Generation Z is that they spend all their time on their phones instead of outside with their friends. What these complaints don’t understand is that for Generation Z, their phones are their community. It’s how they connect with their friends online. Generation Z is the generation that has the most communication, both with real-life friends and online communities. Utilizing this powerful desire to build communities in your marketing will help you understand and reach Generation Z.
While the full force of Generation Z hasn’t hit the American workforce yet, once they do they’ll be a powerful influence. By focusing on Generation Z now, you can be prepared when they become a powerful part of the US economy as employees and consumers.
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