Gen Z is a generation of digital natives who are shaping the future of consumerism. They are more diverse, more educated and more socially conscious than any previous generation. This generation (born between 1997 and 2012) represents $420 billion in yearly spending power. That’s why businesses need to understand Gen Z’s values and preferences to capture their attention and be competitive. Experts estimate Gen Z will become the world’s largest demographic by 2026. This generation of digital natives is shaping the future of consumerism and want to believe in products that are socially responsible, transparent and authentic. Most of all, Gen Z wants to be a part of brands that help them express themselves and provide convenience. This is the Amazon, Instagram, YouTube, and TikTok generation. They want on-demand content, products and services. Therefore, all businesses trying to appeal to this generation must focus on these key factors:
- Branding — Today’s students are used to consuming content at insane rates. On platforms like TikTok, where videos are shorter (around 15 to 60 seconds), students can easily watch 240 videos in an hour (Pew Research Center). Therefore, your branding needs to be simple and effective. If you are speaking to this audience, you have to be able to get your point across in 15 seconds or less. Your copy and graphics should be short and to the point but eye-catching. If there is too much or the graphics are too busy, this scrolling generation will most likely move on and not comprehend what you are selling them.
- Voice and Tone — Speak to Gen Z like you are their friend. Be authentic, transparent and to the point. This generation can see right through the fluff and call your bluff. Gen Z align with brands that they can see themselves using and recommending. Affiliate marketing is bigger than ever with this generation; create messaging that makes them want to share. Use words that are familiar and socially responsible and make sure you speak to all the diverse demographics that you serve. Show that you are open and community-minded and you will win them over!
- Digital Landscape — All this generation knows is the internet, smartphones and iPads. They are used to consuming content digitally. Therefore, make sure all of your assets are produced to allure and excite them online, whether this is on your website or through your social media presence. This generation is also one of the biggest gaming generations. Therefore, when you are showcasing your product or service, think about how you can make it interactive. Can you show a digital fly-through of your community? Can you create an interactive model of your product that they can click on and simulate the actions it would take in real life? Remember, this generation is used to getting packages delivered the same day, they will not wait for an email response to a question for more than a few hours or even minutes. They are used to having information at their fingertips and expect that from the brands that they support.
- Mission — Some companies don’t think about putting their mission at the forefront of their branding. However this generation values brands that support social and political causes such as mental health, the environment, racial and gender equity, LGBTQ+ rights and political activism. They want to see their mission or values come through in brands they align with. Therefore, think about how your brand can bring its mission to the forefront of your marketing. For example, for every product you sell, give x amount of money to support mental health. Make sure your mission is authentic and aligns with your company’s values, however, don’t hide it deep within your website as if it is not important. And if your company doesn’t have a mission that aligns with any of these causes, don’t worry. Just be authentically you! If you are purpose-driven, they will buy! We all have a purpose behind our why, so bring it forward in the best way that will resonate with your customers, and Gen Z will become loyal fans.
If your product or service is not performing the way you want it to, consider these key points and look at your brand through the eyes of a Gen Zer. We help clients every day change the way they showcase their brand and speak to this new generation that is becoming the largest demographic of consumers. Ignoring it is not an option anymore if you want to succeed.
— Alexis Krisay is partner and president of marketing at Serendipit Consulting.