How to Market to Generation Z

The first members of Generation Z are now entering into adulthood, and unlike many of the generations before them, they have a lot of buying power. In addition, because they have grown up with technology, their approach to purchasing is also very different.  

Business

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According to Generation Z Guru, by 2020, over 40% of consumers will be from Generation Z so it’s important for brands to know how to market to them in the most effective way.  We’re going to provide some of the top tips in this article.

Stay On Top of Trends

Growing up with social media, Generation Z is often classed as the social generation.  This generation puts a lot of effort into their social media profiles, and they share and document everything with those close to them. Brands that can tap into social media marketing effectively are those that are going to attract Gen Z consumers.

Brands don’t only need to influence; they need to become authorities in their industry.  They need to be willing to step up to support the causes and politicians they believe in rather than sitting on the sidelines.  Keeping up to date with what’s interesting to Generation Z and then implementing it is, therefore, vital.

Be Honest

Gen Zers have grown up with the internet and they know when a brand is lying to them.  If you want to market to them successfully, it’s time to cut the marketing speak and be honest about who you are as a company. Brands that are honest and market to consumers with integrity are those that are going to attract the most consumers.

Work with Influencers

Generation Zers follow their favorite influencers and celebrities on social media platforms, with Instagram being the most common.  Brands can tap into these channels by reaching out to influencers with similar ideations and working with them on promotional activities.  It is important, however, not to purely reach out to influencers for a one-off #adstyle ad.  These are often skipped past and can portray you in a negative light.  Instead, you want to cultivate long term relationships with core influencers that can provide the kinds of storytelling campaigns that people from Generation Z love.

Create a Meaningful Story

One last tip that brands should employ is creating a meaningful story. Generation Zers will look online to find out more about a company’s history.  They want to know who you are, and why you do what you do, and this information needs to be clear and transparent.  Because of technology, and how easy it is to access information these days, most Gen Zers are also very aware of what’s going on around the world.  Brands that can tap into things like the environment and politics, create meaningful stories, and openly try to make a difference, are those that are going to be favored by Generation Z.

It’s not too early to change your marketing strategies with the above tips in mind.  In fact, it’s something that every brand needs to do in the next 12 months in order to attract the new generation.

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