Millennial is a buzzword many of us marketers are tired of hearing. Of course, it’s important to know and understand every generation of consumer, but honestly, I’m ready for a new challenge. Well, there’s a newer billion dollar generation to learn about. Generation Z, also known as the “digital natives,” are consumers born between 1995 and 2015, making them 4 to 24 years old. Currently, Gen Z has a buying power of $143 billion and by 2020 are expected to make up 40 percent of American consumers.
What Makes Gen Z Different From Millennials?
You may be wondering what factors that separate Gen Z from Millennials will be relevant to brand messaging today? Let’s look at the psychographics.
- Contrary to what many of us may think, Millennials are sharers, Gen Z is a lot more private. Gen Z prefers social media sites such as Snapchat since they disappear after 24 hours unlike alternatives such as Facebook statuses.
- Although Millennials are definitely more connected to the globe than previous generations, Gen Z looks at themselves as global citizens. Instead of just being knowledgable of the cultures and values of the world, the consider themselves a part of it.
- Generation Z is considered to be more realistic after seeing their parents struggle during the recessions, which is opposite of the optimistic millennial mindset.
- Generation Z is more competitive and independent. They prefer to work alone rather than work in collaborative environments, although they prefer face-to-face interaction with coworkers rather than the millennial preference of digital communication tools. This could be due to the fact that Gen Z doesn’t look at digital tools as innovations, they were born into them, while millennials look at them as tools that can help businesses be more efficient.
How Do We Communicate To Gen Z?
So how does this technology-heavy, independent, educated group consume media and how can we leverage this information for our companies?
- One important data point is that Gen Z is a YouTube generation and less of a Facebook generation. They are more interested in visuals rather than written communications, and with their short attention span, it’s important to capture their interest quickly.
- This group is more likely than any before it to use ad blockers. Why is this important to know? This means they do not want to hear what you have to say. Intrusive advertising isn’t going to cut it anymore. The content is important, but how you present it becomes more important each day. Consider the use of influencers, sponsored content, and native advertising rather than PPC and interstitials.
- Generation Z would rather brands be straightforward with them rather than all frills. Their tendency to be logical rather than optimistic causes them to appreciate brands that get straight to the point.
Summary
Generation Z is often grouped together with the mobile-friendly, super-connected and high-tech consumers of the world. However, they are a unique group of consumers whose buying power continues to increase as time goes on. Understanding this generation and how they prefer to be connected can make you more prepared than the competition.
References
https://blog.ryan-jenkins.com/generation-z-vs-millennials-the-8-differences-you-need-to-know
https://www.inc.com/melanie-curtin/3-ways-millennials-differ-from-generation-z-in-2019-trends.html
https://www.inc.com/ryan-jenkins/marketing-to-generation-z-heres-what-you-need-to-know.html
https://www.nolamediagroup.com/gen-zs-media-consumption-habits-infographic/
https://www.mambomedia.com/blog/2019-digital-marketing-trends-time-focus-gen-z/
http://www.millennialmarketing.com/2018/03/how-to-connect-to-gen-z-the-post-digital-generation/
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