Generation Z is the population of people born in 1995 and later. This segment now accounts for around 27% of the total population only in the United States, while they have also reached the title of the biggest generation in the US, having over 86 million members in 2020.
Gen Z is an extremely demanding population. It is a significant new group of people who offer great opportunities for business owners. That is because they seem to change all previous strategies and business processes. When COVID-19 took our world, Gen Z businesses were the first to adopt remote work and first reach new market heights.
Being proactive and adjustable, Gen Z is now one of the most profitable and active target audiences for most businesses. However, reaching this audience and making them use your services could be hard for some. That is why it is vital to know the differences between populations and what strategies you can use to attract Gen Z customers to your business. Let’s explore this below:
Generation Z vs Millennials
Before we dive deeper into strategies that can be used to attack Gen Z, let’s explore the difference between Gen Z and Millenials that are important for marketing teams to keep in mind.
Attention Span
Gen Z tends to be less focused and have shorter attention spans compared to Millennials. That is because they grew up using the Internet and tend to absorb all information much faster than all previous generations. According to statistics, millennials have an average attention span of 12 seconds, while Gen Z customers need 8 seconds to get information.
Digital Connection
The ability to quickly absorb information and a better experience with the Internet allows Gen Z to be multi-taskers. That is because they need to operate multiple technologies at once without losing attention. In fact, Gen Z makes up almost 40% of mobile users, using up to 5 screens at once, while Millennials average three. Even though both generations are considered to be well aware of digital devices, Gen Zers are highly addictive to digital space overall.
Prices and Discounts
Having lots of options and information available daily, both millennials and Gen Z tend to choose the best price for them. However, Millennials tend to always save money even if the quality of the product is bad. Gen Z tends to spend more if the quality of services is better and they like the provider.
Advertising
Reports show that Millennials prefer their ads to contain lots of information. In fact, they tend to absorb most information from ads instead of checking websites. Gen Z customers avoid ads and buy premium subscriptions to services to reduce the number of ads they get. And they also prefer checking the website and reviews instead of trusting ads.
Overall, both generations have similarities. However, capturing and holding the attention of Gen Z requires more work and knowledge. That is why you should also hire Gen Z marketing specialists who know what these customers can like and what they don’t.
5 Best Gen Z Marketing Strategies
Strong and Customised SEO
One of the key things that you should know about Gen Z is that they love when Google offers them personalised search results. If they notice that your website doesn’t suit their goal, they will leave it immediately, which negatively affects your organic traffic and ranking. That is why you need to hire specialists who can find and use specific keywords for the industry you work in. Luckily, there are many SEO agencies that can offer their services. For example, if you own a startup business, you will need SEO for startups and so on.
Build Community
Gen Z loves communities. They find brands that have communities that are trustworthy and loyal. That is why you should consider the best ways to create an active community around you. For example, you can create a hashtag on social media and ask people to tag you in their accounts. So, if customers are looking for clothes from your brands and someone has already posted them in their accounts, they will have higher chances of finding your product, and you will achieve more sales. Share customers’ pictures in your business account to get extra publicity.
Use Influencer Marketing
As we mentioned, Generation Z is obsessed with digital. They use social media on a daily base and follow lots of people they trust. That is why you can easily capture their attention through influencer marketing. This strategy means partnering with a celebrity or someone having many followers on social media and asking them to share your services and products in their accounts. Partnering with influencers not only helps your customer’s loyalty but also increases brand awareness dramatically.
Take a Stance
Authenticity and social impact are essential for Generation Z. Statistics show that 77% of Gen Z have done something to stand up for anything they believe in. The same as they want from the brands they use. If you say something, you should do it. If you support black lives, you should show it and so on. Create a company policy and follow the rules you set. If not, you will face a significant conflict all over social media. Some things that Gen Z tend to care about include:
- Diversity, equity, and inclusion;
- Ecology;
- Mental health;
- Gender equality.
Prioritise Diversity
Gen Z supports diversity in terms of gender and sexuality, where up to 60% of this population says that forms should provide gender-neutral options. If you want to engage with this audience and keep their attention on your business, you will need to choose imagery that reflects the diversity of this community. Create a diverse team that can illustrate that you care. Show customers that you also worry about things they stand up for, promoting inclusive language and ensuring you have different voices in your organisation.
