Tips and Strategies for Marketing to Gen Z
If you are marketing to Generation Z, you better buckle up because you’re in for a bumpy ride. Targeting a cohort that has no experience of the world without the internet presents a host of challenges.
In this post, we’ll explore who Gen Zers are, why you need to be targeting them, and some strategies and tactics that can maximise the chances of success.
Who is Generation Z?
Born between 1997 and 2012, Gen Zers are true digital natives. They have grown up with smartphones and social media and are constantly connected on platforms like TikTok, Instagram, and Snapchat. They highly value authenticity and genuineness and are more suspicious of traditional marketing techniques than their elders. A mere 10% of them trust politicians to do the right thing. Social justice and environmentalism are among the core values of this generation.
But, wait, why are we telling you all this?
Why You MUST Market to Gen Z
Well, for starters, they are the biggest consumer group ever, making up 20% of Australia’s population and 30% of the global population. Aged between 11 and 26 this year, they are yet to reach their optimum purchasing power, but retail purchases by “zoomers” already account for 36% of the total purchases in Australia, projected to grow to 48% by 2030. That means more and more of your customers in the coming years are going to be Gen Zers, even if your products are not specifically built for younger consumers.
The Secret Sauce of Marketing to Gen Z
Traditional marketing tactics that worked on baby boomers or even millennials may not be as effective when targeting this group; and here’s why. Generation Z can easily see through marketing messages that are disingenuous or exploitative, and they will quickly dismiss any brand that doesn’t align with their values. Therefore, it’s crucial for businesses to be genuine and transparent in their marketing efforts and avoid any messaging that comes across as performative or insincere.
Strategic Considerations for Reaching Generation Z
Your marketing campaigns will only resonate with Gen Z if they are designed with their core values in mind. To get the best results, ground your creative and messaging in the following strategic considerations:
Be Authentic and Genuine
Authenticity is everything to Generation Z. They value realness, honesty, and transparency. They can quickly spot when a company is trying too hard to be cool or is being disingenuous in their messaging. So, when creating your marketing campaigns, be authentic and genuine. Don’t try to be something you’re not. Be real and honest, and they will appreciate it.
Speak the Gen Z Language
Generation Z are the most diverse generation yet, and they appreciate inclusivity and representation. So, use gender-neutral language, avoid stereotypes, and be mindful of cultural references that may not resonate with all members of this diverse group. Use a genuine and upfront TOV but don’t be insensitive.
Embrace Inclusivity and Diversity
Gen Zers want to see themselves and others represented in advertising and marketing campaigns. They appreciate companies that celebrate diversity and are not afraid to take a stand on social justice issues. If you want to appeal to this demographic, embrace inclusivity in all aspects of your business, from your hiring practices to your marketing campaigns.
Align with Their Values and Beliefs
You’re marketing to a segment that cares about more than just the bottom line. They want to support companies that align with their values and beliefs. So, if your business wants to connect with this demographic, consider values-based marketing. Highlight your company’s commitment to social responsibility, environmentalism, or any other cause that aligns with their values.
Digital Marketing Tips to Connect with Gen Z Customers
Target the Right Marketing Channels
Social media platforms like Instagram, TikTok, and Snapchat are crucial for reaching this demographic. So, if you’re expending most of your budget on paid search, maybe it’s time to reallocate. Direct to consumer (D2C) sales, mainly via social media platforms, have been going through the roof lately, accounting for 9% of Australia’s total retail sales. See if you’re getting a part of the action.
Go All in on Influencer Marketing
Influencer marketing has become a popular tactic among marketers targeting Gen Z, who value peer recommendations over traditional advertising. According to a survey, 61% of Gen Z consumers have made a purchase based on a recommendation from an influencer they follow. As Gen Z continues to gain buying power, influencer marketing is likely to remain a popular strategy for brands looking to reach this demographic.
Step Up on Entertainment Marketing
Gen Zers use their smartphones to stream music, podcasts and videos. Short form videos such as TickTocks, Shorts or Reels are the most popular, with 73% of customers choosing to watch them to discover a service or product. Entertainment marketing campaigns leverage popular culture, such as music, movies, TV shows, video games, and social media platforms, to connect with consumers on an emotional level. Think sponsoring music festivals, creating branded video content based on popular TV shows or movies, and organizing interactive experiences that allow Zoomers to engage with your brand in a fun and memorable way.
Before You Leave
You probably got the message. Marketing to Generation Z requires you to be more authentic, genuine, real, and upfront. In other words, you have to be good at what you do, or your Gen Z customers would filter out your marketing and advertising for being pretentious and fake. Marketing to this cohort may require you to have another look at how your business delivers value and may call for a business-wide transformation. As we said, marketing to Gen Z is not a joke.
Partnering with a professional digital marketing agency is the best way to target your marketing to this fast-growing demographic.
