BY Kathy Crosett
Like every generation before them, Gen Zers possess unique qualities. Your account must market to those unique qualities if they hope to win them as loyal customers. Here’s what you need to know when selling to Gen Z.
What’s Different About Gen Z?
If your accounts are struggling to understand the youngest generation of shoppers, they’re not alone. These consumers have strong principles. They are more digitally connected than any generation before them. And they know when a sales pitch is not authentic.
Digital Connection
Gen Zers make up about 20% of the U.S. population. The youngest consumers in this group are age 13. As they come of age and develop spending patterns, all marketers, including your accounts, will want to win their business. Above all else, Gen Zers will continue to live and shop through their phones. Their use level now measures 6 hours a day.
Demand for Authenticity
A recent SnapChat study, coproduced with the help of BBDO NY and Alter Agents, was designed to understand which types of messages resonate when selling to Gen Z.
One huge takeaway from this survey is that Gen Zers are not into owning what other generations own. And they are not automatically buying into what an advertiser is selling – at least, not without understanding what the brand is all about.
These consumers have principles. The latest sentiments supported by Gen Zers range from sustainability (44%) to inclusivity (38%) to kindness (25%).
Researchers also found a connection between the types of causes Gen Z supports and the product categories they purchase. For example, they’ve heard plenty about human rights violations in the apparel and accessories production vertical. If your accounts are promoting these products, they should provide evidence that they have taken specific action to prevent abuses in the production chain.
Sustainability Marketing
These consumers are willing to look under the shine of a slick marketing campaign to see what an advertiser is all about. Gen Zers have been repeatedly told that the climate is warming and that the changing environment may be one of the biggest challenges facing their generation. Taking the threat seriously is part of what Gen Z is all about.
When selling to these consumers, your accounts should emphasize sustainability. Factors like the circular economy make products more affordable, a key issue for young consumers. And buying used products means they feel they’re reducing their impact on the environment.
How Does Gen Z Engage with Marketing Messages?
When selling to Gen Z, your accounts should use media formats that interest these consumers. Here are a few points to consider.
On average, Gen Zers will only engage with between three and five brands via email. To get on that selective list, marketers must offer something of value. The messaging must be personalized and strike a friendly tone.
Social Media as Search
The popular social sites of the last decade are not where you’ll find most Gen Zers. They are more likely than other consumers to be on Snapchat, TikTok and Instagram.
Younger consumers enjoy educational and entertaining content, especially when it comes as a quick hit on the social sites.
The Power of Community
This is the generation that missed out on personal interaction during a critical point in their development. Instead of getting together with friends, they were restricted to online engagement until the pandemic ended. And that influence on their behavior continues.
For example, social shopping is huge. Around 10.5% of Gen Zers already buy products on Instagram, according to AudienceSCAN from AdMall. That’s 36% higher than all other U.S. adults.
Digital Overload
Consider what your accounts are up against with respect to reaching Gen Z. The typical Gen Zer, like many consumers, feels overwhelmed by the digital stream. They are seeking ways to curate what they’ll engage with. One study found that over 60% of these young consumers want to reduce screen time and 58.5% feel “digitally hungover.” When your accounts reach out, they must offer something of value to be noticed.
Conclusion
Selling to Gen Z is all about emphasizing what matters to them. Your accounts must interest these consumers with authentic positions on social issues like sustainability. And to engage Gen Zers, serving up entertaining and educational content is a must.
Image by Mart Production on Pexels.
