According to Fast Company, Generation Z will account for 40% of all consumers by 2020.
No matter what business you are in, learning about this generation and preparing your marketing strategies is important for ensuring your business continues to prosper in the coming years.
Generation Z has grown up with technology from day one. Research shows that they have a “six second filter”. This doesn’t mean that they are unable to focus – it simply means that with never-ending content at their fingertips, the messages they see are unlimited, but their time is not.
According to a Pew Research Center study, 45% of teens say they are online “almost constantly”. They’ve developed a “filter” to quickly assess whether or not they are interested in learning more. They will either pass you by, or decide to engage. So, how do you make sure you brand and business is one worthy of engagement?
- Entertain them. Humor works especially well.
- Utilize individualized messages. You can’t talk to them in the same way you do their parents.
- Don’t assume anything. Even after reading this awesome blog, don’t assume you understand how to market to them. Try something, reassess, and then try something new again. They will continue to evolve.
- Don’t label. They see themselves as individuals and dislike most labels that group them together.
- Be where they are. Right now, that’s primarily Instagram, YouTube, and Snapchat.
- Utilize video. According to AdWeek, nine out of ten watch YouTube daily and more than 25% post their own original video content weekly.
- Align your company with their values. It’s less about features or price. 80% say they will choose a product in part because of the social or environmental impact.
- Be transparent. Even admit where you fall short and they’ll respect you more for it.
- Be clear and straight to the point. Remember, you have six seconds (or less) to catch their attention. Visuals often work best.
- Share your story. Be authentic and share how your company started and successes and failures along the way.
- Don’t try to hard. Using jargon like LOL and OMG just comes off as fake.
- Give them access to reviews and other user generated content. They are used to buying products on Amazon and having access to hundreds of reviews. Don’t shy away from reviews because you are afraid all of your reviews won’t be perfect. A less than stellar review and here and there makes you more authentic and more trustworthy to this generation.
- Don’t use the hard sale. Flash sales and big discounts don’t work. Provide great customer experiences instead.
- You have to look the part. A website that is even a couple years old won’t cut it. And don’t even try telling them that you’re an industry leader. They will judge your brand if you aren’t utilizing the latest technology, no matter how long you’ve been around.
I love helping small business refine and update their marketing strategies for generation Z and beyond. Contact me to set up a time to chat!
