Generation Z: Your Next Marketing Target

For a while now, the millennial generation has been in the spotlight. Both marketers and business owners worked to understand this unique generation and figure out how to reach them as consumers. Pretty soon though, millennials will shift to the back of the line. By 2020, Generation Z will account for 40% of all consumers.

In general, Generation Z includes anyone born between 1996 and 2010. These kids are just finishing up college, entering the workforce, and starting the journey into adulthood. All the while, their purchasing power is growing – to the tune of about $143 billion according to some 2019 estimates.

But harnessing this purchasing power will be different than it was with any other generation. Gen Z’s are truly, truly the digital generation. They’ve never lived in a world without the internet and they can’t remember a time without mobile phones. Gen Z’s are often accused of being detached from reality, preferring to immerse themselves in technology instead.

So how can you reach this technology-bound generation? (Hint: Simply advertising online is not enough.) Read on to learn how you can really connect with Generation Z.

All of us, regardless of generation, are aware of the social, economic, and environmental issues going on around us. But Gen Z’s have been regularly exposed to these issues for most of their lives. They’re more acutely aware of the world’s problems and, according to some studies, care more about making positive changes than any other generation.

Because of this, Gen Z’s are more likely to spend their money with companies who have a clear purpose that involves making the world a better place.

This concept might be hard for some companies to translate – after all, how is a home remodeling business or auto repair shop making the world better? This is where you take a step back here and look at your business model. What are you already doing that’s socially responsible? Are you working to reduce waste on your projects or in your shop? Do you use sustainable products whenever possible? Are you involved in a positive way within your community?

These are all great examples of your company’s purpose. Highlight these aspects of your business model and make them part of your overall brand. Your commitment to social responsibility will make your business stand out to the Generation Z crowd.

Because their connection to technology is strong, Gen Z’s are unique in the way they want to interact with businesses. The very nature of the internet has already made them skeptical of the information they find online and the promises made by businesses. Gen Z’s are looking for brands and businesses they can trust, and this starts with real people and authentic interactions.

Forget about a Hollywood spokesperson or big-name athletes in ads. Gen Z’s want real people. They’d rather see you – Joe Schmo who owns the local hardware store. They know you’re a real person and they’re a lot more likely to believe what you say. This is the first level of trust you can establish with your Generation Z consumer base.

You can build on that trust even further by communicating with your Gen Z customers in a genuine, down-to-earth way. Remember Gen Z’s are cautious; they’re looking for a sincere connection. Smarmy sales talk is not the way to go here. Instead, have transparent conversations and provide real information. Gen Z’s will appreciate the personal connection.

Optimizing your marketing efforts for the mobile experience is not a new concept. It’s been a hot topic for a while now, mentioned on our own blog a few times (most recently here.) But it’s so incredibly important, it’s worth mentioning again.

Most Gen Z’s got their first mobile devices in elementary school. While Generation X started out on desktop computers and millennials cut their teeth on laptops, Gen Z’s skipped all of that. They’re entire online experience has been mobile-first.

It stands to reason then, if you want to reach Gen Z it must be done on a mobile device. This means your website that looks beautiful on a laptop screen should be equally as beautiful – and very user friendly – on a six-inch phone screen. Ads needs pared down to work on phone and tablet screens and content should be appropriate for the quick “read-and-scroll” habit of Gen Z’s.

The key takeaway for this section is simple: If you want to truly reach Gen Z’s (and you’ll have to, if you want your business to survive) you must optimize your marketing efforts for mobile interaction.

More than any of their predecessors, Generation Z always expects the utmost customer experience. With an internet full of possibilities at their fingertips, Gen Z’s don’t need to put up with lackluster service. If they feel an interaction is less than authentic, they’ll move on – their brand loyalty is important to them.

Connect with your Generation Z customer base with an authentic, purposeful business model and a mobile-first marketing strategy. Then, provide superior customer support to gain a life-long Gen Z customer.

Want to optimize your customer’s mobile experience? Locallogy can help! Reach out to us for a nopressure chat.