Gen Z, the newest generation to join the workforce, wields substantial spending power as they represent 30% of the global population. As such, this makes them the next largest consumer demographic.

They must earn a place in brands’ budgets as they examine the money they spend more carefully and have a greater need for higher-quality products. To maximise revenue potential, businesses need to learn how to engage with Gen Z.  

In this article, we explore Gen Z further and provide insight into how best to market to them. 

Who is Gen Z? 

Individuals born between 1997 and 2012 are referred to as Generation Z, or Gen Z for short. Despite being the second youngest generation, they will be the ones to enter the employment sector next.

Why is it important to target Gen Z? 

In the world of digital marketing, targeting Gen Z with tactics is not only a preference but also a strategic need. Their estimated $360 billion in disposable wealth makes this age group highly desirable. As the first generation to have grown up completely in the digital age, they are highly engaged consumers of social media due to their natural familiarity with online platforms.

What are Gen Z looking for? 

Here are four ways to help target Gen Z:

Engaging and authentic content

Gen Z has specific preferences and routines, especially when it comes to using social media to consume content. A noticeable attribute of Gen Z is their comparatively short attention span, with only eight seconds on average. Because of this; YouTube, TikTok, and Instagram are Gen Z’s top three social networking sites, which are all similar in that they focus on visuals because customers in Gen Z prefer brief, snappy videos. One of the best ways to market to the younger generation is to use humour through social media trends and posts that are linked to your company. 

Clear values

Like other demographics, it’s critical to define your brand’s values and mission before marketing to Gen Z.

Present-day discussions about social and environmental issues have taken the forefront, especially with the ability of fast sharing on social media. 82% of Gen Z members are concerned about the state of the planet, demonstrating their strong dedication to sustainability. They will often support and recognize a number of matters and that’s why it’s important businesses and brands are constantly demonstrating ways to support these important issues and align their brand with strong, clear values. 

Build a community 

It’s important to build a community as the digital generation places a high importance on connection. Creating a brand community online gives them a place to connect with people who share their interests and values and gives them a sense of belonging. Real engagement is made possible by a brand community, which promotes a two-way dialogue between the company and its target market and generating authenticity and transparency like this will help to foster trust.

Influencer marketing

According to a recent report, 24% of Gen Z females and 16% of males base their shopping decisions on recommendations from influencers making influencer marketing one of the most effective marketing strategies when it comes to this age bracket. As the most active demographic of internet users, they are seeing content output by influencers on a daily basis. By using this as a marketing tactic, engagement is likely to rise for firms that can collaborate with influencers that fit in with the Gen Z demographic and they may even push consumers towards the bottom of the marketing funnel.

To effectively target Generation Z with your social media marketing initiatives, you must comprehend their distinct traits, interests, and digital behaviours. In order to connect with this generation of socially concerned and tech-savvy consumers, your marketing approach should prioritise authenticity, relatability, and creative marketing. 

For more on how to successfully do this, contact team@oggadoon.co.uk.