Gen Z is the newest generation to be named. They are people who were born between 1995 and 2015 and are currently between 4-24 years old.
The focus of branding is shifting. The internet, advertisers, and marketers today are starting to pay a little more attention to those millennials’ younger siblings: Gen Z.
Gen Zers care more about the companies behind the products than older generations do. Companies must now support social causes, hire diverse workforces, and own up to their mistakes in order to gain the approval of younger consumers. Brands that meet these criteria will reap substantial rewards in the next few years because, by 2020, Generation Z will account for 40% of all consumers.
There are steps to follow that will prove to Generation Z that your brand deserves their business.
It is a generation that has long been familiar with access to mobile phones and the internet in general. Snapchat, Instagram and YouTube are the favored social channels for Gen Z. Where they can share in-store experiences and keep up with influencers. It’s also a generation that seeks authenticity: They respond to advertisements that show people in real-life situations.
So the advice os to create appealing, mobile experiences to capture and keep the attention of Gen Z buyers. Build product pages and content with mobile in mind. Make it easy for people to share content from their smartphones to take advantage of user-generated buzz.
Gen Z cares about our society and planet. They want to make their mark, in part, by making our society better than past generations have managed to do.
They know how to research. So if a company says one thing and does another, young people will quickly point out the hypocrisy and take their business elsewhere.
Attract Gen Z buyers by working for a cause beyond profits. Pick something relevant to the brand, not just any popular cause. You may lose a few customers, but you’ll gain the respect and loyalty of audience members who share your beliefs.
Young people don’t have much money yet, but they have high expectations and they know how to research the best deals. Members of Gen Z will spend more money on unique products and experiences, but the companies making the sales must ensure that young buyers get their money’s worth.