Generation Z. Who are they? And what do they want from us?
These are questions that marketers are asking themselves at an increasing rate. And if you’re not. Then you should be.
Gen Z were born in the mid ‘90s to early ‘00s. They are today’s teenagers and early 20s. They are at colleges, universities, or are taking their first steps on the career ladder.
Which means Gen Z’s earning and spending capabilities are about to increase.
So regardless of your industry, Gen Z present enormous opportunities for marketers. But brands need to sit up and pay attention sooner rather than later.
Because Gen Z demand more from brands than any generation before.
And in this blog post, Pure360 will tell you exactly how you can give them what they want.
Have a purpose
Gen Z care about the world. Apparently more so than any other generation.
They are highly aware of political, environmental, and socioeconomic challenges. And they want to do something about them.
This is why 55 per cent of Gen Z consumers choose to buy from brands that are socially and economically responsible.
They want the brands they engage with to reflect their own purpose and values. Brands that are striving to impact the world in a positive way.
Therefore, brands must be open, honest, and transparent. Marketing must be genuine, and led by a clear purpose which the brand lives and breathes.
Produce snappy videos
And this video content is being vastly consumed by Gen Z. With seven out of 10 teenage Gen Z-ers watching more than three hours of mobile video a day. And YouTube being the first platform Gen Z turns to relax or be cheered up.
However, the average attention span for Gen Z is a mere eight seconds. Meaning that video has to be short, snappy, and get to the point. Fast.
Take inspiration from social media channels such as Snapchat and Instagram Stories. These videos don’t necessarily have high production values. Instead they are creative, entertaining, often user-generated, and can be “snacked upon” easily.
Personalise and target
Gen Z have grown up with the internet. Meaning they are savvy when it comes to old-fashioned, hard-sell tactics.
Therefore, generic, insincere messaging won’t wash with Gen Z. Instead, communications need to be targeted, tailored, and personalised to the individuals’ wants, goals, and dreams.
In fact, 26 per cent of teenage Gen Z state that they actually expect retailers to offer a more personalised experience.
Fortunately, opportunities for personalisation are vast. Marketers can start off simply by using first names in communications, and move up to targeting based on location or age.
Then they can become really sophisticated with personalisation based on buying and browsing habits, such as recommended products or replenishment campaigns.
Focus on community
Gen Z have had to deal with significant isolation over the past year. Separated from their friends and forced into online classes, lectures, and seminars. Or kicking off their careers via Zoom.
Gen Z are craving connection and community with others who are like them.
You can emulate this by connecting your marketing channels together to help initiate discussion. Encourage your social followers to sign up to your email updates. And encourage your email subscribers to engage with you on their favourite social media channels.
Then begin talking to Gen Z.
Ask for their feedback, reviews, and opinions on your brand. Showcase reviews and influencers who are fans of your brand. And promote online events, competitions, and giveaways that they can directly engage with.
Give them their privacy
This means that throughout the process of marketing to Gen Z, you have to be open and transparent about how you use their data. And offer them reassurance throughout the buying journey.
And don’t forget to offer Gen Z a preference centre so they can be in control of how they are communicated to.
Forty-three per cent of email recipients will mark an email as spam if they find it difficult to unsubscribe. So ensure the process of controlling frequency and type of communications is easy to keep your Gen Z audience engaged.
How strong is your email game? Take the Pure360 Email Bench Test to find out how you stack up against UK industry benchmarks and get recommendations on how to take your results to the next level.