Are you down with the lingo?
If so, you’re not a regular marketer, you’re a cool marketer; shoutout to all the ‘Mean Girls’ fans out there. We’re only half joking, by the way. And, let me tell you, (as a real life Gen-Z specimen writing this blog), Gen-Z has a fine-tuned eye for marketing and sales efforts; it’s everywhere we look, in pretty much all the content we consume. Generation Z, also known as Gen-Z, is the demographic group born between 1997 and 2012.
As they enter the workforce and become decision-makers in their companies, it’s important for businesses to understand how to engage with this group in a marketing context. Maybe Gen-Z will let you sit with them…let’s go!
Use social media
Gen-Z is the most connected generation yet, and they use social media to research and make purchasing decisions. Having a strong presence on platforms like Instagram, TikTok, and LinkedIn can help you connect with this group and establish your brand as a thought leader. Gen-Z’ers really do their research. On everything. Especially when investing in a product – Reddit is a huge one for informing real, unfiltered opinions of products.
Be authentic
Gen-Z values authenticity and transparency. They can spot insincerity a mile away, so make sure your messaging and branding are true to your company’s values. Advertising is a massive part of our lives – it’s everywhere from social media, TV, video games, streaming platforms. Gen-Z’ers are more likely to purchase from you if your values align with theirs; customers want to know what they are supporting, where the money is being spent, sustainability impacts, human rights impacts and company commitment to making positive change.
Create engaging content
Gen-Z’ers tend to have a shorter attention span on average, so your content needs to be visually appealing, easy to consume and share. According to Forbes, Gen-Z’ers have an average attention span of “8 seconds.” For myself, I’ve found that simplicity in storyline and creative graphics, with accessibility, and diverse representation gets my attention. Think about how much scrolling the average Gen-Z’er does everyday (or don’t, because it’s actually quite depressing) and ask yourself; what would make them stop scrolling and watch or share your content?
Be responsive
Part of living in a 24/hr news-cycle and with the instantaneous function of social media, means that Gen-Z’ers are used to immediate responses. Also, we have placed even more value on immediate service. Make sure your customer service team is able to respond quickly to inquiries and queries; Gen-Z isn’t afraid of guided, collaborative problem-solving either with IT-based features such as interacting with Livechat or Chatbots. We got it!
Use influencer marketing
Gen-Z’s relationship with trends is primarily propelled by the surge of influencers or social media personalities. Partnering with an influencer can help you reach a wider audience and build trust with this demographic. Influencer marketing is a fantastic way to work out what’s trending in your demographic, because influencers tend to be in a space where communication and opinions are openly publicised.
Offer personalisation
Personalised offers, tailored recommendations, and a personalised shopping experience can increase satisfaction and loyalty. And with the surge in AI tools offering chain-of-thought prompts for software, you’ll be able to use a wide range of customer data to get action recommendations automatically. While Gen-Z’ers tend to be more fastidious in their approach to making a purchase, cracking the algorithm can boost your product to your dream customer’s homepage is how you can trigger confidence and faster decision-making. This comes with knowing what social media platforms to use, what deals to promote and when.
Be environmentally conscious
Gen-Z is at the forefront for global climate change response efforts. You only have to look so far as the huge surge in thrifted fashion or carbon neutral finance and software companies to see that Gen-Z is partnering with businesses who are enacting the change they want to see in the world.
Show us the value
Majority of Gen-Z is cost-conscious and want to see the value of the product or service before making a purchase. Cost of living is up there right now, and even those in a position to buy/invest in a product aren’t spending without consideration. For example, I myself compiled huge lists of research and cross-referenced company offers before choosing my financial partner, of sorts. Not everyone will be quite so vigilant (read: nerdy) but it’s still more than likely that additional care is put into product investment. Highlight the benefits of your product or service and demonstrate how it can solve problems for your customer.
Ready for me to blow your mind?
We’re a marketing team made up of many generations (including Gen Z). We can help you connect with your Gen-Z’ers. But that’s only a fragment of what we do here at Rovert Digital. We’re passionate about everything B2B and B2C marketing and sales.
To discover what we can do for your ROI and brand discovery, book a chat with our team today!
