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Generation Z is poised to become the most powerful and influential generation in history. While some marketers might be tempted to view them as a fickle bunch, it is undeniable that they have enormous purchasing power and influence in society. For businesses, knowing more about who they market to and how the status quo has changed in recent years is critical.
The uniqueness of Generation Z
Generation Z, also known as Zoomers, is quickly becoming the largest group of active consumers. But size isn’t the only reason Gen Z has been such a unique bunch to study. Their mindset, behaviors, and priorities are vastly different from what most successful marketing and communications strategies target.
For Generation Z, creativity and honesty are two of the most defining factors of their identity. The extensive layers of the internet have allowed them to speak openly, explore and create identities, and seek purpose and passion through these outlets.
This generation essentially lives in an ever-changing digital world, which means convincing words are not enough. With this comes a unique problem of content creation. Gen Zers by nature are creators – they love DIY (DIY) tech projects, creating original and expressive content for entertainment purposes, and are well versed in what makes things happen with their own hands.
The generation also has “hacker” tendencies. They are challenge-loving individuals who test their intellect and come up with creative solutions to overcome the limitations of our software systems in order to achieve intelligent results. With this in mind, communicating with them plays an even more important role. An important part of the problem. Communicating with text, images and videos is standard practice for Gen Z. Their knowledge of these methods sets the bar much higher, forcing companies to contribute more to be seen as a worthwhile investment.
Gen Z is also on its way to being the most educated generation yet, with more students and fewer high school dropouts than any previous generation. With that in mind and the vast array of information available at their fingertips, marketing to Gen Z can seem like an overwhelming situation for marketing teams around the world.
Related: 41% of Gen Z Plan to Become Entrepreneurs
Building trust is the number one priority
Due to rapid advancements in technology, Gen Z also has a wide array of information at their fingertips at all times – and with that, a desire for authenticity and truth.
Gen Z is a maturing generation in a time when the truth is under attack, which makes the desire to find this truth one of their highest priorities. Being transparent and open about your business can be one of your biggest advantages over your competition.
From a business perspective, it is imperative to understand that knowing, trusting and believing in your brand will force them to invest in your business and its success. Once the business in question breaks that trust, it’s a long way to be mended, if at all possible. Plus, seeing the money a business earns for a good cause builds confidence and faith in the business and its mission.
5 marketing solutions for the unlimited generation
As the number of digital buyers continues to rise and shows no signs of stopping, it can be difficult to get ahead of Gen Z. So what can your business do to change with the new wave of digital buyers? ? Below are five key strategies that can help you reach and retain Gen Z.
1. Sell an experience
Harsh sales are a big no to Gen Z. Due to their experience with the internet growing up, blatant marketing campaigns just don’t convince them to spend their money. Instead, they want to know what benefits they get from your business and what experience your product or service will bring them. A business that sells an experience seems more appealing to them than buying a product without an attachment.
2. Commitment and community
Gen Z craves a business that engages with customers and tailors their responses, so they know it’s not just a one-size-fits-all standard response. Research shows 76% of Gen Z want brands to respond to reviews, and they see this as a key to determining how genuine and honest a brand is.
Related: How Gen Z Is Changing The Face Of Entrepreneurship For Good
3. Transparency and confidentiality
Transparency and confidentiality go hand in hand. Gen Z wants a business that can be transparent and open, but also protects and doesn’t share their information. Transparency allows customers to trust a brand, build loyalty and make sure they feel good about where their money is going. Gen Z are quick to boycott and protest corporate support when unethical business practices and bogus ads are spotted.
4. Get straight to the point
The Gen Zers have eight seconds of attention, combined with a busy and busy schedule. Due to the way Gen Z has grown up with technology and screens, they typically bounce between five screens at all times. This means that you have less time to grab their attention and convince them to look into your business and your product. On top of that, your content should be engaging and compelling – having an opinion or point of view can be a risky business decision, but well worth it with the reward of community you can create.
5. Speak through your brand
Creating a brand or a business that touches all the essential key points can be complex. First, your brand needs to speak for itself in its actions and intentions. Gen Z is a generation known for caring about the world, which means they are extremely aware of the issues facing societies today. Generation Z wants businesses to be environmentally and socially responsible. They want brands to be an extension of their personality, their values ââand their expectations. You are not only selling a product or an experience, you are also selling values.
In an age of growing digital buyers, information galore, and spending money to align with a person’s morals, keeping up with the times is even more critical. Eager to make a difference, the Gen Zers and their money says a lot about the value they place on a good brand they can trust. In light of this, businesses must evolve with the times and the growing population of digital buyers.
Gen Z has over $ 140 billion in purchasing power, as well as the ability to influence others and disseminate information quickly. Making changes to your company’s marketing and communications strategy is essential to grab the attention of Gen Zers and build trust with them and your brand. While redesigning your business’s marketing strategies to attract a whole new set of customers can be a long and difficult road, it will be a great investment in your future and the longevity of your business.
Related: 4 Unconventional Ways To Improve The Gen Z Market