Just when brands feel that they’ve finally mastered the art of advertising to Millennials, up comes the next generation of consumers: Generation Z.
Although sharing some similarities to the elder Millennials, Generation Z is far more savvy to brand intentions, meaning digital marketers will find themselves embarrassed if they try to implement Millennial advertising strategies for this younger generation.
By 2020, Gen-Z will account for 40 percent of all consumers and influence nearly $4 billion in discretionary spending.
So what is it that makes Generation Z different? And how can digital marketers successfully engage with this next wave of consumers?
Introducing Generation Z
The first thing to understand about Generation Z is that they’ve grown up with the internet. With the oldest of this generation being born in the mid-to-late 1990s, Generation Z have spent their lives heavily relying on smartphones and social media to not only connect with their peers, but also brands, businesses and organizations.
Understanding this generation’s heavy reliance on social media is crucial for marketing, as a few wrong moves on social media can prove detrimental to brands and businesses.
How Much Should You Care About Generation Z?
Being the next group of consumers, brands, businesses and marketers are clearly interested in advertising to this young generation, yet Generation Z should be more of a priority than it already is.
Why?
For one, individuals that classify as Generation Z already make up a quarter of America’s population. This number is growing, with projections stating that Generation Z will make up 40% of all consumers by 2020. Any target audience that makes up almost half of all consumers is definitely worth taking into further consideration.
Secondly, advertisers have yet to establish a solid understanding of this progressive generation. Lazily, some assume that they are a lot like millennials, except even more addicted to screens and phones.
While this might be true in some cases, the reality is far more professional and sophisticated: Gen Z aren’t screen-prisoners, they are screen-operators. Society at large functions within the digital realm, and Gen Z leverage their skills and networks to become full-time managers of their personal and professional brands.
This generation deeply understands digital branding – they leverage it for their personal benefit all the time – and are exceptional at seeing through poor or even tacky advertising, so businesses looking to connect with Generation Z will need to put forth equal effort in understanding who they are and what they are interested in.
Tips for Engaging Generation Z
If you’re looking to engage with the next wave of consumers, here are 5 tips for engaging Generation Z:
Use Easily Consumable Content
If you really want to connect with Generation Z, creating easily consumable content is essential.
Studies have shown that Gen Z have an 8 second attention span – compared to the 12 second attention span of Millennials – meaning that brands need to make sure that their message can be consumed fast.
Videos and GIFs have proven to be very effective in making a quick point. Clever messaging is successful as well. KFC’s recent public apology for running out of chicken is a great example:
Source: http://money.cnn.com/2018/02/23/news/kfc-apology-ad-shortage
In a situation that could have resulted in major brand damage, KFC were able to save face and generate acclaim from Generation Z and worldwide media outlets thanks to its quick, eye-catching message.
Provide Value
Advertisers shouldn’t assume that they can trick Generation Z. Being brand ambassadress themselves, this group is smart and tech savvy. They can quickly identify when they’re being advertised to, so don’t try to fool them or waste their time.
If you’re looking to engage with this generation, make sure that your advertisement provides some kind of value, such as offering free items or discounts for taking surveys.
Brands that are able to create a mutually beneficial situation will prove most successful with Generation Z.
Pass The Eye Test
As mentioned, Generation Z have short attention spans, so before even considering your message Gen Z will judge your advertisement based on its appearance. If your advertisement doesn’t pass the eye test, expect this generation to swipe right past.
What can you do to help make your messages pass the eye test? Much of it depends on the message you’re trying to send.
That said, don’t be afraid to take chances and create edgy content (see KFC advertisement above) or advertisements that feature a bit of bright color here or there.
If you’re worried and unsure, it maybe a good idea to get some direct feedback from Generation Z. Asking for feedback right from your target audience can help sharpen your content creation skills.
How Can You Help Them?
For far too long, advertisers have viewed consumers from the selfish perspective of “How can we get our audience to purchase and need our products or services?”
While taking this approach may have worked in the past, Generation Z is too sharp. Any brand that attempts this approach can expect to be embarrassed and humiliated across multiple social networks.
You don’t want that kind of shame.
Great news: there are alternative perspectives.
If you’re really looking to build trust with Generation Z, you’re entire message should be developed with the approach of “How can we help them?”
Again, Generation Z are savvy. Don’t go through the motions with this. They’ll see right through it.
Instead, take a moment to seriously consider your product, service and message to better understand how your company and its resources can help make your consumers’ lives better.
Thinking with this perspective might be difficult for traditional marketers, but it’ll have a significant impact in the long-term.
Expand Your Efforts
On average, Generation Z tend to operate 5 screens at a time. For marketers, this means that your brand and message have to be at multiple places at once.
Brands with big budgets will be able to dominate more traditional advertising mediums, yet that shouldn’t discourage small brands from expanding their efforts to the best of their ability.
Generation Z are all about grassroots resources. Many brands have found success with a very limited budget simply by expanding and enhancing their social efforts.
In fact, sometime traditional advertising can do more harm than good due to the appearance of trying too hard.
At the end of the day, the more that this generation comes positively interpret your brand and message, the more trustworthy that you’ll seem. And there is no better way to appear trustworthy than to authentically approach Generation Z on their terms from the beginning. So don’t wait until Generation Z grow a bit older. Start making adjustments to your marketing strategies today so your brand and message can better engage with Generation Z and hopefully establish a long-term mutually beneficial relationship.
Here is what recent marketing research reveals about the Gen Zs:
“Gen-Z is influential in ways we are just beginning to see. They’ve spent their lives surrounded by digital content and they know how to filter anything that lacks the right tone, language, and relevancy,”
“They are a generation driven by values, with 68 percent identifying that doing their part to make the world a better place is important to them, and this directly impacts their buying behavior.”
Other findings from the report include:
- Gen Z uses streaming audio (4.8 hrs./week), social media (4.6 hrs./week), streaming video (4.2 hrs./week), websites (4.2 hrs./week), and magazines (1 hr./week).
- Streaming video (55 percent), newspapers (44 percent), digital video (42 percent), and magazines (34 percent) are the types of media respondents use without interruption most often.
- 47 percent appreciate relevant ads and 44 percent expect ads to be relevant to them.
In a nutshell, you better be ready for the Gen Z future!