Marketing to Gen Z: The Definitive Guide On How To Do It Right
The marketing landscape continues to evolve as it tries to understand and keep up with the wants and needs of Generation Z. Understanding who they are and their behaviours is crucial for creating marketing strategies that culturally resonate. In this definitive guide, we'll delve into the world of Gen Z, explore statistics, look at the comparisons to Millennials, unearth product trends, uncover their social media habits, highlight the importance of speaking directly with them for campaigns, and ultimately, outline the best ways to effectively market to the most diverse generation in history.
What is Generation Z?
Generation Z, often referred to as Gen Z, encompasses people born roughly between the mid-1990s and the early 2010s. Having grown up in an era of smartphones, social media, and on-demand content, they are digital natives, known for their tech-savviness, entrepreneurial spirit, diverse mindset, and a strong desire for authenticity in all aspects of life.
Gen Z in Numbers
Here are some key statistics to think about when marketing to Gen Z:
Gen Z makes up around a third of the global population
They're expected to account for 40% of all consumers by 2025
Over two thirds (80%) are likely to base their purchases on a brand’s mission or purpose
Over half (51%) actively seek out brands that are eco-friendly when shopping
Authenticity is incredibly important, with 40% preferring real people in ads rather than celebrities
Millennials vs. Gen Z
Gen Z and Millennials share a lot of similarities, thanks to growing up in the digital age, but there are some distinct differences to keep in mind.
Gen Z is more financially cautious, having witnessed the economic struggles of the recession during their younger years. They will spend on experiences and high value products but they will be more conscious about what they spend on.
Their attention span for content is shorter, which means it needs to be really concise and engaging to cut through the noise and unlike Millennials, social media has been the norm for Gen Z from a very early age.
Gen Z Product Trends
Here are some of the popular product trends that Gen Z are looking for, to keep front of mind for marketing campaigns:
Sustainability: Gen Z care strongly about environmental issues so are more likely to support products and brands that have an authentic social responsibility
Personalisation: Tailored experiences and brands that recognise individuality resonates with this generation
Tech Integration: Gen Z are incredibly tech savvy so products that seamlessly integrate with their lives will appeal to them
Value-Driven Purchases: Brands that have a strong identity and clear on what they stand for will resonate more deeply with this generation, who are looking for companies that align with their values and advocate for social causes
Gen Z & Social Media
Gen Z's relationship with social media is continuously evolving. Here are some key headlines on how they are using social media now.
Gen Z’s preference for authenticity has ushered a shift towards lo-fi, raw and unfiltered content. Brands that are open to playing with this type of content will be more successful in engaging Gen Z than those that stick with strict, polished content.
It would make sense to assume short-form content appeals more to this generation and it does for content discovery, which is why content feeds are dominated by this type of content. But there is also data to show that long form content on topics Gen Z care about performs very well.
The Power of Market Research for Gen Z
The best way to understand what Gen Z really cares about is to get in the room with them and speak to them.
Here are some of the tactics that can be used:
Surveys and Polls: Getting direct feedback through surveys and polls for insight on attitudes, preferences and opinions
Social Listening: Monitoring social media conversations to get real-time insights into trending topics and sentiment
Focus Groups: Engaging Gen Z in focus groups aids in understanding their mindset and refining strategies
Market research is an incredibly powerful tool. That’s why Full Fat launched No Filter, a Gen Z platform providing truthful, real & honest insight for brands to create stronger marketing campaigns. More on that here.
Best Ways to Market to Gen Z
So what does all of this insight tell us about how to create effective strategies for targeting Gen Z?
Find out what they care about: Go out and get real-time feedback from Gen Z on your brand, product or creative ideas to create campaigns that are backed by insight.
Authentic Storytelling: Create genuine narratives that will resonate with their real-life values and experiences.
User-Generated Content: Embrace the brand in the wild, encouraging user engagement and grow advocacy.
Partner with relevant influencers: Collaborate with content creators and influencers who align with your brand and are relatable to your audience.
Do you need help with creating campaigns that culturally resonate with Gen Z?
Whether you just need insight to help steer your direction or you need an agency to create and manage your campaign, our team can support with a tailored approach to achieve your business objectives.
Get in touch.