How To Market To Millennials And Gen Z
How to market to millennials and gen z? The question that needed to be answered at every company. Today’s toddlers are growing up in a world where technology is constantly encountered. It’s pretty amazing to watch them navigate iPads and iPhones with such ease at such a young age. I can only imagine how tech-savvy they’ll be by the time they reach kindergarten. They may even be able to teach us a thing or two about using technology!
Generation Z is associated with technology. Millennials were digital-savvy, but Generation Z grew up with technology at their fingertips. They are the first generation to embrace new media and technologies. Audience segmentation is essential when marketing to Generation Z because they are not the same as Millennials.
Marketers need to understand their target market and customize their marketing strategies accordingly in order to appeal to the Generation Z audience. Because this demographic is unique, general marketing tactics may not be as effective.
Who is Generation Z?
As Millennials are getting older and maturing, the Generation Z population is growing. Gen Zers—ages 19 and under—now account for more than a quarter of America’s population, and this proportion will only go up. Marketers need to be aware of this generation’s unique characteristics in order to best reach them.
Generation Z characteristics
- The millennials are one of the most talked-about generations in recent years. They are diverse and the most multicultural generation yet. They also have a different outlook on life and work than older generations.
- Independent learners, who have the desire and know-how to self-educate.
- Gender-neutral when it comes to traditional job roles and transgender issues.
- Do-gooders, who want to make a difference.
- Changemakers interested in innovation and entrepreneurship.
Generation Z’s buying power
Gen Zers represent a powerful consumer group, with $44 billion in buying power and the ability to influence an additional $600 billion of family spending. They have a significant impact on the way their parents spend, including over 70% of food choices and 80% to 90% of items purchased for them. The young generation is willing to challenge their parents, questioning things like how much they’re going to pay for something and trying to evoke their price sensitivity.
More commonly known as Gen Zers, today’s youth have high expectations for companies and their products. Marketers that focus on this generation specifically (in comparison to Millennials) will likely be able to please other generations. This is because Gen Zers are highly influential, especially regarding technology and purchasing decisions.
Tips for Marketing to Generation Z
If companies want to take advantage of Gen Z’s spending power, they need first to understand what makes this younger generation tick. This includes studying their opinions, needs, and wants.
Businesses can only create campaigns and products that will resonate with this lucrative demographic. Brands that want to stay ahead of the competition need to keep up with the latest trends, including keeping tabs on what young consumers want. It’s not just about opening up new business opportunities – it’s also about making sure you’re not missing out on critical social media trends.
Historically, marketing to younger customers has been a challenge. It can be challenging to track demographic data. Marketing trends come and go quickly. It can be tough to stay ahead of the curve when it comes to reaching out to youths. Though previous generations have been studying in an effort to understand their spending patterns, the focus has primarily been on Baby Boomers and Gen Xers.
This is because they are considered to be more engaged with the traditional purchasing channels such as television and print media. However, with the advent of the internet and constant connectivity, Gen Z’s buying habits have been more readily accessible. When marketing to Gen Z, it’s important not to lump them together as a single entity.
Brands must also learn to connect with Gen Z and Millennials simultaneously. For all the similarities that members of Gen Z share with older generations, connecting with them effectively requires understanding their distinct online behaviors and social preferences. So, without further ado, let’s take a closer look!
Emphasize eye-catching and visual content
Gen Z is very active on social media, with 81% choosing Instagram and YouTube as their preferred networks. When asked which network brands should use more often, 56% of Gen Z respondents chose Instagram, while 38% pointed to YouTube. Nowadays, Gen Zers have a strong preference for short-form video content. Marketers would do well to remember this when formulating their marketing strategies. Particularly, they should consider incorporating visual platforms like Instagram Stories into their plans. This type of bite-sized content is sure to resonate with young consumers.
The short-form video that uses overlays, visual effects, and music has proven to be a successful marketing tool for influencers and brands alike. For example, the recent boom of TikTok is evidence of this phenomenon. TikTok, with over 700 million users worldwide, is a vital tool for connecting with Generation Z. Given the importance of visual media to younger customers, businesses should focus on creating high-quality video and stylized visual content. It is especially important in light of the growing number of apps, social media platforms, and creative filters popular with “Zoomers.”
Experiment with interactive content
When targeting Gen Z through social media, it’s essential to be creative and interactive. Research suggests using both tactics to draw this generation’s attention. In other words, today’s younger customers prefer to be kept busy when they land on your posts. Offering ways for them to interact or converse is therefore beneficial. One way to keep customers engaged is to use interactive features, like polls, that provide valuable information about customers and hold their attention.
Twitter polls are a great way to encourage engagement with your followers and gather ideas for future content. Instagram features like polls, stickers, and sliders can add interactive fun to your Stories and in-feed posts. Interactive content can be helpful for customers in making purchasing decisions. For example, brands with a significant Gen Z and Millennial customer base often use quizzes on their websites to help shoppers identify the styles that speak to their personalities.
When speaking to younger shoppers, it is essential to emphasize the importance of interactivity and personalization. This generation wants to feel valued as individuals by the brands they support, so highlighting these aspects is critical.
Tagging also has a significant role in marketing products to Generation Z. For instance if you tag a product with #GenZ, it will show up in the feeds of people who follow that hashtag. This is a great way to get your product in front of the eyes of a young and engaged audience.
Brands with a physical store can take advantage of Gen Z’s desire to be seen “in the wild.” This means they need a strong hashtag strategy and an attractive physical location worthy of being photographed. Brands must have an engaging physical space and a solid social media presence to take advantage of this trend. Hashtagging is an integral part of marketing for Disney Springs, as it enables them to promote customer photos to their followers constantly. By using a variety of hashtags, they can reach a wider audience and attract more customers.
Showcase your brand’s sense of humor
It may not be surprising, but most members of Gen Z want to support brands that they see as fun and relaxed. One possible explanation for why humor and memes are so popular among younger people is the fast-paced nature of the internet. Brands that want to appeal to this demographic need to be able to keep up with the latest trends. Brands that post memes months after they’ve gone viral risk appearing out of touch with their customers.
Some industries might not have the luxury of making customers laugh. What is essential for most brands is to have a distinct voice on social media. This voice should be human, showing the casual side of the brand through authentic interactions that don’t come across as too formal. In order to build strong customer relationships, brands should behave in an organic and unpredicted way rather than sticking to a templated routine. Customers appreciate unpredictability, and it is often the critical difference between a good and excellent brand experience.
Respond to followers in a timely manner
To foster brand loyalty among Gen Z followers, it is important to give them your undivided attention. Considering that 47% of consumers define a best-in-class brand as one that offers strong customer service, timely responses are an essential part of any brand’s social strategy. As our research indicates, timely, responsive customer service is important to Gen Z consumers.
In fact, 41% say they would buy from a brand that responds to inquiries more quickly than its competitors. This illustrates the importance of responsiveness in maintaining consumer loyalty and ensuring financial goals are met. Social listening is a valuable tool that allows brands to track all mentions of their company or product online. This way, they can ensure they never miss a keyword mention or important customer interaction.
Amplify your brand’s beliefs and values
Brand data reveals that consumers have high expectations when it comes to companies taking stances on social issues. Customers want brands to be socially responsible, and they’re willing to spend more money on brands that align with their personal values. How to market to millennials and gen z? Sounds complicated but in reality it’s not. They’re three times more likely to say that a brand’s purpose is to serve communities and society.
Brands are increasingly publicizing their beliefs and values through social media. They are striving for diversity and social awareness, among other causes. This allows customers to better align with the brands they support and fosters a connection between businesses and their consumers. Brands are becoming more daring in their marketing, an expectation rather than an exception. This may be due to Gen Z’s desire to have a voice and express their beliefs. They want to be heard, and businesses are responding.
Any company that discusses social issues should do so carefully and with thought. There is a right and wrong way to approach these topics, and brands need to be aware of that. Appropriate stances on social issues can help a brand build trust with its consumers.
Embrace customer feedback and reviews
It has been found that 82% of Gen Z shoppers will buy from a brand after reading reviews from other customers on social media. This suggests that brands should perhaps focus on generating positive customer feedback in order to encourage purchases. When using social media for marketing, it can be beneficial to incorporate customer testimonials.
This will help create a positive reputation for your brand, inform potential customers and make your company seem more credible. One example is Five Guys, which often shares user-generated content and reviews from happy customers on their timelines. To increase customer feedback, reach out to customers who have already enjoyed your products or send feedback templates after purchase or experience.
When it comes to customer feedback, make it as easy as possible for customers to leave reviews, and be sure to respond to both positive and negative reviews. Reviews can provide valuable feedback that can help you improve your business. Managing and monitoring reviews across multiple business pages and platforms can be simplified with a review management tool like Sprout. Sprout enables you to see all your reviews in one place, make quick replies to customers, and track your progress over time.
Give consumers what they really want
The most important thing for brands targeting Gen Z shoppers is to demonstrate that they truly understand what customers want and need. According to the Index, 50% of Gen Z consumers are more likely to buy from a brand that communicates their understanding over a competitor.
Brands should consider consumer feedback when making decisions about new products, content, or experiences. This could mean anything from letting consumers know their voices are heard to releasing a new product based on feedback. Listening to consumers is essential for brands looking to create connections and understand what their audience wants. The question “How to market to millennials and gen z?” is now answered, so we hope you’ll have a glimpse moving forward about this topic.