Generation Z came into existence soon after Millennials, which leads some companies to confuse the personality and priorities of these two groups. What interests and values are common within Generation Z? Knowing the answer is vital to successful digital marketing. Here are six pillars:
1. Digital Content
Generation Z loves all things digital, from mobile devices to smart TVs. Reaching members of this tech-friendly generation means having a strong online presence, with enticing content that ranks high on search engine results pages. Your website needs to flow well and deliver an emotional message that Generation Z can identify with immediately.
2. The Human Touch
Ironically, many members of Generation Z value hands-on experiences more than their predecessors. While they may get most of their information online, they still prefer things like speaking to real people, trying on clothing in retail locations and hanging out with friends in cool spots.
3. Diversity
Racial, ethnic, sexual and gender diversity is very important to Generation Z. This generation believes in tolerating other peoples’ beliefs and choices, and they place great emphasis on personal freedom. If your brand message reflects this same welcoming viewpoint, it will resonate positively. Make sure to take different backgrounds into account when preparing digital marketing campaigns, and stay away from stereotypes related to gender or an “ideal” body image.
4. Personal Identity
Above all else, Generation Z is passionate about personal expression. People in this age group love to appropriate artists and performers for themselves, creating a carefully designed narrative of life experiences that they believe defines them. Brands are often a large part of personal identity, and savvy companies can take advantage of this by enabling followers to act as brand ambassadors with exclusive brand items—such as clothing—that encourage word-of-mouth promotion.
5. Social Media
Unlike some previous generations, Generation Z often places more weight on the opinions of peers than it does on the advice of experts. If friends love something, then it doesn’t matter what “the establishment” has to say about it. Connect with customers on a more relaxed, personal level via social media marketing, and always look for ways to boost peer ratings.
6. Honesty
Members of Generation Z like to compare products. Bullet points with concise information about brand benefits go a long way towards attracting attention. Generation Z dislikes deception intensely, and values a friendly touch, so it’s best to be honest about pros and cons and act more like an advisor than a salesperson.
Understanding the idiosyncrasies of Generation Z can be tricky sometimes, but mastering marketing to this empowered and financially active generation can provide incredible economic benefits for your company. Contact experienced marketing experts to create digital marketing that works.
