As marketeers, we can already feel the changes that Generation Z is bringing along with them.
As a group born after 1995, they have been living in a digital world since their childhood, and their sophisticated use of electronic devices has brought about a huge difference in their lifestyles compared with the previous generations: they no longer check their email, get used to shopping online while ignoring offline business.
Why do they matter?
Although some brands suspect that Gen Z are too young to be recognised, this group of young people could keep affecting global marketing multifariously.
Industries from finance, culture, technology and economy are impacted by their influence.
As digital natives, they quickly connect and learn about the world at lightning speed, which means that they are shrewd enough to be attuned to marketing strategies and brand initiatives.
Gen Z is generally not a bookworm generation and they crave fresh and fun experiences.
Statistics show that in 2020, 40 percent of all customers are formed by Generation Z.
Even though most of them are not yet financially independent, Generation Z has become an important part of the consumer base. And when they start their career, their purchasing power will be further enhanced. Therefore, learning how to market to Generation Z is an integral part for all brands right now.
How should you go about it?
- Show Clear Values & Mission
Generation Z has grown up with mobile devices, the Internet and social media, these digital natives tend to favour brands that have clear values and are more inclusive.
They believe that brand values somehow reflect their own values and will express their recognition of values through buying the brand’s product. Some open values are tend to be popular among the generation, such as the support to LGBT groups, the racial diversity of society and the social responsibilities taken by the brands.
They are a group of people who believe brands has a role to improve society and will only pay for the company they consider ethical.
2. Diversify your sales funnel to accommodate the rising of social media channels
Generation Z often feels confident about buying a desirable product after seeing it on social media.
Many of Generation Z use social media as a place to gather information before going for actual shopping. You need to make sure that your enterprise’s social account pages provide enough purchase information so that visitors can find the link to your site directly from your social media account and making the purchase on your website, They can even go through the purchasing process without even leaving their phones.
It is also important for you to build strong connections with Gen Z, simply by frequent interactions with them via social media. Brands gain approval by replying the questions and feedback from them.
76% of teenagers frequently search reviews or feedback of a products they want and compare them each other. What a brand should do is to build, reply and answer their reviews and questions – generally, be there to hear them and be heard.
3. Be Transparent & Accountable
Being transparent and accountable is something a company must obey at all times, especially when dealing with Generation Z.
Given their familiarity with the Internet, they can easily browse your brand’s website and social media accounts before shopping, and read other viewer’s comments about your brand, via social media.
When choosing their preferred brand, the trust in the brand is usually the most important other than price of the product. A sudden drop in sales of a brand is often because Generation Z believes that they have not adhered to the standards they have always expressed and thus the brand’s value is no longer resonating with them.
4. Sell experiences, not products
Generation Z will not be impressed by hardcore advertising, and their extensive Internet experience makes them immune to direct marketing campaigns.
They don’t need to know why your product is great, they want to know how it benefits them, specifically, what they experience when using this product.
Picture this: every time you buy a product, one quarter is for the product itself, and the other three quarters is for the intangible feeling and unique experience using the product.
