How to Market to Gen Z

By Traci, Destination Marketing Manager / Content Strategist | March 4, 2019

Millennials are no longer the “young whippersnappers” we once considered them to be. They’re all in various states of adulthood now; millions are parents themsleves. Today’s misunderstood youth belong to Gen Z – the generation born between the late 90s and mid 00s.

As a mom to two Gen Z kids, I can attest to the fact that this cohort has its own unique character traits. Once we as marketers understand how Gen Z thinks, acts, and makes purchases, we can do our job of reaching them much more effectively.

Here are some things you need to remember about Gen Z:

1. They are digital natives. Connectivity is life. They don’t know a world in which all the information they need is accessible through their mobile device.

Which means…we have to meet them where they live – online. Forget about traditional print advertising. Programmatic digital ads, social media (Yes to Snapchat, no to Facebook), and geo-fencing are the main ways to
get into their stream of consciousness.

2. This is a skeptical generation that doesn’t trust institutions such as government and big business. They’ve seen too much. However, they will follow influencers who share their values.

Which means…brands need to be trustworthy to earn their loyalty. Companies need to prove through their actions, not words, that they stand for something, give back to the community, and are environmentally aware. Influencer marketing is worthwhile if you find the right ones to work with.

3. Gen Z is the most racially and ethnically diverse of any generation that’s come before it. Demographic lines are blurring, and people are proud of who they are. There are fewer cultural and international borders, as well, which is why young Americans are interested in anime and K-pop.

Which means…marketing messages need to be sensitive and aware
that Gen Z consumers come from a wide variety of backgrounds, and flaunt their individuality.

4. Cash? What’s that? Gen Z is four times less likely to use cash than any other generation. But they do have money, they influence their parents’ buying decisions, and they’re entering their prime spending years.

Which means…businesses need to make it easy for Gen Z to spend their money through mobile methods like Venmo, Apple Pay, and Zelle.

Is your marketing ready for Gen Z? We can help you find the right ways to reach this emerging consumer group.