Understanding and Marketing to Generation Z

The year 2080 will be the start of a time in our history which will be unlike any in recorded history. There will no longer be an age group that outnumbers another. That changes everything. And, though 2080 is pretty far down the road, those changes have already begun – with Generation Z.

When I first heard of Generation Z, I thought it was just another generational group characterized by its own set of idiosyncrasies resulting from its very existence and place in history. And, in a sense, it is. But, it very well could be something more.

All other generations, from Depression Era, to WWII, to Boomers, Generation X, and then Millennials each fell into a specific age group. All were born at definite times which shaped who they became and how they viewed the world and their place in it. That, in turn, dictated how we could best advertise and market to them.

Who is Generation Z?

Generation Z is not completely characterized by one age group; though, it could be. Most notably, it is characterized by a mindset. If we were to give it a birth time, it would be between 1995 and 2005. But, since Gen Z is a group whose members all use new technology, hyperconnectivity and collaboration to drive change through innovation, it is said anyone can be a part of this group, no matter their age.

The new philosophy behind Gen Z is to get rid of negative generational stereotypes and put the focus on working with technology and each other to make great strides in the world in which we live and work.

There are a few main philosophies which are the driving force behind Gen Z. This should be our focus as we interact and engage with them.

  • Instead of relegating people to generational boxes, the thought is to amalgamate everyone’s good traits or abilities to create a cohesive team.
  • Hyperconnecting means everyone has the same opportunity to access the same information from the Internet. And because anyone can be connected, anyone can learn and develop skills.
  • Influence – and not affluence – is the new power. This influence is wrought from a strong personal brand.
  • Gen Z believes you can hack through anything – breaking tradition and changing the rules – to get anything they want. The term coined for this is Lifehacking.

How Do We Appeal To GenZ?

Gen Zers have a very limited span of attention. It is said to be 6-8 seconds. Yes. Seconds. But, because they are so fast-paced, and have been bombarded with so much since birth, they have decidedly highly-selective filters. If they like what you offer, they are committed. And, as with Millennials, they are far more concerned with relationships and engagement than they are with any other type of marketing activity. So, you’ll want to focus your efforts on connection points and creating those relationships, in tandem with usual marketing efforts.

And, as is with Millennials, social media is pivotal in the lives of Gen Zers. In fact, 40% say social media impacts their happiness. So, make them feel good about themselves.
Because Gen Zers have grown up in such a corrupt world, they intensely desire to make a real difference. Create campaigns that show you care about your brand’s impact. Show you care about more than just your bottom line. Tell the story about how your brand impacts the greater good.

If you connect with them and are real with them, and if you can prove that you care about them and the world we all share, you will have shot at getting GenZ to love you, buy from you, and amplify your message throughout their social media stratosphere.

Materials To Help You Get Started

As with any target market, research is paramount to your success.  Be sure that you segment your market appropriately, understand what appeals to them, and how and when to best reach them.  Consumers are early 60% of the way through the purchase process before they ever engage with sales so knowing how to disrupt their thinking and attract their attention, no matter what generation they are from, should be an important part of your plan.  At GlobalDirective, we have an eBook on Persona Based Marketing that can help you get started with painting the right picture of your GenZ market.

It’s a lot of work to take on by yourself.  GlobalDirective can help.  We have been placed in the 97% percentile of Google partners.  That means that we’re not just doing some things right, we’re doing a lot of things right.  And we can help you with those “things” too.

This is a guest blog written by Michelle Keyser, Director of Social Media and Content Marketing, at GlobalDirective, a digital marketing agency, where she is a strategist and blog contributor. Contact GlobalDirective today for more information by calling 1.866.925.9524.