5 Things To Keep In Mind When You're Marketing To Generation Z

Forward thinking marketers are looking toward the next generation of consumers and wondering how they can prepare for them.

The internet is ripe with articles about millennial shoppers. After all, according to Forbes, there are “eighty million millennials in America alone, and they represent about a fourth of the entire population, with $200 billion in annual buying power.”

As more millennials enter the workforce, marry, and have families, they are fast becoming the biggest target market. But how will the generation after them respond to millennial-driven campaigns?

Planning for future generations of consumers is more than just important – it’s essential to the survival of a brand.

5 Things To Keep In Mind When You’re Marketing To Generation Z

1. Gen Z were born between 1998 and the present

Born between the years 1998 and the present, Generation Z are the first post-millennial generation who grew up with mobile technology and social media. In 2017 this puts them in the 0-18 year old age bracket, the eldest of whom your team might already be targeting in marketing campaigns.

Generational Chart from Goldman Sachs

Predicting the type of consumers Generation Z will be is difficult right now because we don’t have enough data. Early studies show that they are more self-directed, they can multi-task across 5 screens, and their attention spans are getting shorter (8 seconds). (SparksandHoney)

It’s yet to be revealed whether the Gen Z category will be extended to accompany the latest additions to the U.S. population (babies born after 2017.)

2. They are more ethnically diverse

The Census Bureau estimates that by 2020, 50.2 percent of children under 18 are expected to be part of a minority race or ethnic group. Marketers need to be conscious of Gen Z’s ethnic diversity when planning outreach in the future. Personalizing the ads for each group will help your brand to speak to people in their every day lives.

To learn more about this topic read our article: How To Connect Hispanic Millennials With Your Brand

3. YouTube Is Their Most Visited Social Platform

“Gen Z is more likely to visit YouTube over any other social site (85 percent) and prefers to have its favorite brands communicate with them there over anywhere else (40 percent).” (Motivate)

YouTube is fast replacing television as the primary method for Gen Z to learn about life skills, follow their favorite celebrities, and access general entertainment. Its appeal isn’t hard to see – like Netflix it provides instant value on demand and is viewable on the go.

Youth Video Diet Defy Media
Source: Mashable / Defy Media

YouTube is the king of video, and it looks like it will remain king for a long time to come.

Andy Tu, Defy Media’s executive vice president of marketing, told Mashable, “People still feel very connected to the creators,” on YouTube. This is another opportunity for brands to use YouTube influencers for their own campaigns.

4. They influence 93% of all household purchases

According to digital agency Deep Focus, 93 percent of parents say their Gen Z kids influence family spending decisions and household purchases. This is an incredible amount of influence that many marketers may not capture in ordinary demographic analysis.

This information shows that you may not need to be waiting for Generation Z to come of age before incorporating them into your marketing strategy. Learning how they influence their parents’ decisions will be an important factor in how you speak to them in content, and on social.

5. Gen Z wants to see “real people” in advertisements

62% of Generation Z respondents in a survey conducted by HRC Retail Advisory deemed friends as the most influential party on their buying decisions. (ChainStoreage) Why? Because, like millennials, Gen Z trust the opinions of real people over marketers.

Deep Focus’ survey revealed that 63 percent of Gen Z prefers to see “real” people in ads, while just 37 percent favor celebrities. This means brands will see bigger returns from influencer-drven marketing campaigns than from other digital ad spends.

Influencer Marketing With Gen Z

Influencers attract long-term customers because their audience are already engaged with the topic that an influencer specifies in writing about. The blogger often interacts with individuals in the comments of their content, and with their live video audience. Gen Z, and Millennials like getting to know how products function in real-life situations.

The audience trusts the bloggers opinion. They feel like they can ask the influencer questions, and trusts them to give real answers.

The influencer’s endorsement acts as instant approval for the product, and brand.

Thanks to the targeted audience of these bloggers, and social media advocates, the brands are seeing a boost in advocacy for their products. This is because their audience is the same target shopper brands are trying to reach in their traditional marketing campaigns. Influencer marketing just does it more efficiently.

Learn More About Influencer Marketing

Acorn Influence has had the pleasure of working with some of the biggest, and best, brands in the world. Our case studies page features examples of how influencer marketing is providing true ROI for agencies, and brands alike.

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