The best marketing strategies focus in closely on particular segments of your audience, and this is no different when it comes to the needs of Generation Z. Whether just getting into their first job, starting higher education or starting a business, Gen Z are becoming more of a spending force in the global marketplace each year, with estimated purchasing power of more than $143 billion. And there are many things which are surprisingly traditional about this most modern of generations. For example, despite being digital natives, raised with smartphones and unaware of a life before the Internet, they actually prefer shopping in bricks and mortar stores to online, and appreciate cost effective and genuine marketing tactics such as direct mail rather than digital advertising following them everywhere. They prioritise value for money (not always synonymous with the cheapest price point) and an authentic set of values above everything. Just like marketing to seniors, effectively getting your message across to the youngest generation has it’s own rules
Focus On Value
While you may not associate young people with parsimonious spending habits, Gen Z have a cautious approach to finances and look for value in what they buy. Some of the earliest memories this generation have are of a global recession, which has made them more considered about what they spend and when. Combine this with a strong consciousness of waste and the environment and you get some very connected consumers who care about buying things they can use and love for some time to come. As you develop marketing campaigns, it may be useful to consider how you can align yourself and what you do with these values – advancement, investment and improvement through education are all Gen Z hot topics that will find a willing audience. This audience preference can also be met by spending time to develop educational content that chimes with Gen Z’s need to learn. The good news is that this type of value-added content is also generally great for SEO and boosting the visibility of your website.
Add In Experience
Far away from a world of status symbols, Gen Z like to focus on experience above all else. More likely to try out extreme sports or new forms of entertainment, as well as being interested in travel and real-world experiences despite (or perhaps because of) their digital proficiency. Detailed information on how something enhances an experience or adding testimonials to your website can convince them to take the plunge and try your offer. Create a convincing moment and you may be able to build trust and convert casual Gen Z customers into brand advocates.
Get it right and connecting with Generation Z can be transformational for your company. This generation is very loyal to brands that win their trust and who they see as enhancing the value of their lives, so get the strategy right and you could create a dedicated audience sector with growing spending power. Now is the time to start considering how you can reach this new generation and speak to their values.