Ever heard terms like ‘lit’, ‘basic’, ‘bruh’, or ‘LMK’? These are the few words that belong to the Gen Z vocabulary. But, the foremost question here is, who are they?
Generation z, colloquially known as Zoomers is the generation succeeding Millenials and preceding the Generation Alpha. There is no exact defined age-group, but it roughly includes the ones born between 1997 to 2012. So, we can say people who currently fall under the age-group of 8 to 24 years belong to Generation Z.
This generation forms the majority of the student population, has started to join the workforce, and are expected to dominate the millennial population in the coming years. Hence, making it crucial for marketers to understand the needs & thinking process of this new generation.
The Gen Z population has grown up with smartphones and is much more exposed to a pool of information while being fueled with high-speed & social-media. They are unaware of the terms like VCR and have no clue what a floppy looks like, for them, it’s probably just the ‘save’ button. Though they are aware of things going on in the world and think very differently from the preceding generations.
So, here are few things to know about them.
They are digitally native and mobile-first consumers. They are twice more likely to shop on mobile than a millennial.
They are twice more likely to use Youtube than millennials, as they consume about 2-4 hours of Youtube content daily and less than an hour of traditional television.
They have an estimated 8-second attention span, as compared to the 12-second attention span of millennials.
They value experiences that can be shared on social media platforms more than material things and are likely to spend less on them.
They do care about brands and what message, practices, and social impact they portray apart from the products they offer.
They favor Snapchat & Youtube stars over movie stars, as 63% of them prefer to see real people rather than celebrities in ads.
They don’t prefer to define themselves with gender as much, as only 48% of Gen Z identify as exclusively heterosexual as compared to 65% of Millennials.
They have conviction in diverse races & religions and believe people can coexist in society.
They are more likely to work in industries they interact at a personal level as opposed to the ones they don’t.
They seek out learning opportunities to enhance skills and prefer learning online/independently while reevaluating the cost/benefits of traditional education.
Now, coming on to how Gen Z engage with brands. Social media is their most preferred channel for engaging with a brand, while e-mail, ads, and in-person interaction being next on the list, in the given order. Hence, using each platform effectively is the way to reach the Gen Z audience.
Here are some smart ways that marketers can use do to so:
E-MAIL MARKETING: 58% of Gen Z check their email multiple times a day, while 23% check their email at least once a day. Hence, It is easier for marketers to target Gen Z through e-mail as their inboxes have less competition as compared to social media.
OPTIMISE YOUR SALES FUNNEL: For Gen Z the sales funnel must be optimised to accommodate leads from social media channels and conversion process for mobile devices. This enables Gen Zers to click through a link directly to your site and follow through with the sales process without ever having to leave their smartphones. Also, Gen z prefers & feel confident after seeing the product’s presence on social media.
SHARE BRAND VALUES & MISSION: Gen Z cares about the issues in the world, and especially the ones that affect them directly. They like to speak up about social issues and take a brand’s values into consideration. Hence, socially-conscious & driven brands are likely to succeed with this ‘woke’ generation.
ENGAGEMENT MATTERS: They like to know the face behind the brand and interact with it. Engagement forms a crucial part of brand-authenticity for Gen Z, as it helps build the connection. Hence, a brand must make vital use of live sessions, polls, webinars, etc to gain maximum trust.
USER-GENERATED CONTENT: Gen Z has grown up with Amazon & Flipkart, and trust reviews of friends and influencers. User-generated content helps generate conversions as they build trust amongst them.
VIDEOS FOR THE WIN: As mentioned above, Gen Z has a shorter attention span than other generations. Hence, including visually stimulating graphics, images, and videos can help grab & hold their attention longer, and thus increasing conversions.
Every new generation of customers brings a wave of change in marketing tactics, and now you know the correct ones for Gen Z. This so-called ‘digitally doomed’ generation opens doors to huge marketing potential by being engaging and pushing brands to create meaningful content & campaigns.
Team Pumpkin can help you curate effective marketing & PR campaigns, and hike-up your brand’s growth targeting Gen-Z. Contact us to leverage the power of digital-media with us, for this ‘mobile-first’ generation.