Commerce had taken over the internet long before Gen Z arrived on the scene, and most aren’t able to imagine a world where digital connections didn’t exist. For this reason, marketers should keep Gen Zs’ natural affinity with technology at the forefront of their thinking when designing campaigns to connect with them. Marketing to Gen Z requires a different approach as opposed to millennials.
While millennials are still a critical demographic for marketers, Gen Z’s time has definitely come. Millennials and Gen Zs share many of the same qualities as demographics go, but there are distinctions which can be made. So millennials were raised mostly by baby boomers, while Gen Z’s parents were Gen Xers. This means that subtle, yet important differences have developed between the generations that influence how they interact with brands and technology.
For instance, millennials gravitate towards Facebook and Instagram, while Gen Z tends to favor Snapchat. Millennials are all about having experiences, but Gen Z is more concerned about an uncertain future and focuses on saving money.
Gen Z and Their Take on AI and the Internet
When discussing the increasing prevalence of AI in marketing, you have no doubt heard how the rise of intelligent machines is sure to doom us all. Gen Z has a different idea about technology. For the most part, they are optimistic that AI will improve lives, not destroy them.
Most Gen Zers have also stated they believe that most people will be using AI and the internet to manage every minute of their daily schedule. It’s a belief that puts digital connections front and center when it comes to maintaining their lifestyle.
Marketing to Gen Z on Social Media
Social media may have had a significant influence on how Gen Zers view personalization. As many as 75% said personal customization is a critical feature for any product or service they consider purchasing. Most are also happy for a website to tell them what they want before they volunteer any information. Quite a few even picture a world where all websites, apps, and appliances can talk to each and create personalized experiences for everybody.
What Does it All Mean for Marketing
It’s evident that Gen Z are all about authentic, personalized experiences and are comfortable with technology for delivering them. A typical Gen Zer would prefer to see images of genuine customers rather than well-dressed models with fake smiles. Most have also stated they will seek out organizations that commit to social causes or abide by ethical standards and green initiatives. In a similar vein, here’s how to attract millennials and Gen Z consumers in today’s market space.
Social Proof is Critical
An organization’s commitment to quality also features highly on the Gen Zs list of preferences. Most will research the opinions of previous customers, and online reviews will factor highly in their decision. While the product’s quality is critical, Gen Z also places a high value on exceptional customer service. Marketing to Gen Z requires a shift in strategy.
Consequently for Gen Z, there has never been a distinction between the online and offline worlds. This is basically how Gen Z transforming marketing is impacting brand strategies. Many Gen Zers consider an online friend they have never met in real life to be a genuine friend, nonetheless. They move seamlessly between the digital and the physical worlds and have remarkable fluency with technology. If you can connect with Gen Z in a way that resonates with their digital needs, then you will be one step ahead of the competition.
All images by langstrup, 123RF.