Gen Z is rising into the job market, and they are coming in guns blazing. As a marketing agency, we ask ourselves, how do we need to alter our marketing methods to impact this new generation. Traditional marketing strategies won’t work on them. Rather than only looking at what is cost-effective, this generation cares about the values a company supports, the good it can do for the world, and the experiences it can gain. Below we will look at who Gen Z is and share the marketing strategies that we believe can be used to impact their purchasing behaviors.
Who is Gen Z?
Gen Z is composed of individuals born in the mid-1990s to the beginning of the 2000s, which means that this generation currently contains people in their early to mid-twenties.
What’s their purchasing behavior?
Generations that precede Gen Z typically make purchasing decisions based on the actual product or service being marketed and place less weight on the company’s values. Gen Z consumers are more eco-friendly and socially responsible, which shows in their purchasing habits.
Rather than focusing solely on a company’s products, Gen Z cares about the company as a whole, including their values, holding executive heads to higher socially responsible standards. Patagonia’s self-imposed earth tax is an excellent example of a company providing support to environmental movements. One percent of total sales go toward supporting missions to defend air, land, and water worldwide. They’ve contributed a total of $89 million in donations. Patagonia isn’t just cutting down on waste at their headquarters; they have centered their company around their love for the environment. The key is to honestly believe in a movement and make that commitment known to consumers. This generation needs to believe the story companies are selling.
What’s the reason behind their behavior?
This generation grew up with the internet, cellphones, and televisions. The rise of quick communication and social media has caused Gen Z to be hyper-focused on staying up to date with the latest trends and innovations. They want information fast and on all of their devices. They are immune to gimmicky advertisements. They want to know what personalized experience a company can provide to them.
Using the internet, Gen Z educates themselves faster than in the past, and they can act quickly on the gained knowledge. This generation puts a lot of weight on the honest reviews given by fellow Gen Zers. As a company, this is important to understand because you can partner up with influencers who have made a name for themselves. These individuals have developed a strong following where they can impact others purchasing behaviors.
Strategies for Marketing to Gen Z
Make Company Values Known
Gen Z wants to know about the values a company stands by, so being transparent about that information is a smart move. Brands that show they are eco-friendly or contribute to a socially responsible cause are more likely to see the support of Gen Z. Maybe your company isn’t ready to commit to a self-imposed tax like Patagonia, but there are less financially focused options. A great way to showcase what your company stands for is by adding a page on your website that depicts your products or services’ environmental sustainability. Another idea is partnering with an existing socially responsible movement through social media.
Be Meaningful and Unique
A company’s marketing strategy needs to not only focus on the products it is selling but also on making meaningful connections to its customers. Through engaging social media content, companies can connect with their audience. It’s essential to create a personal relationship with followers. Personalization is when you tailor the message or advertisement specifically to the individual based on the information you, as a company, have learned. Rather than generalized advertisements, companies need to show customers how their product personally relates to the consumer. Be intentional on social media; it is saturated with ads and content already, so you need to stand out from the crowd. Get creative and make waves. Gen Z is looking for companies challenging the norm.
Utilize Influencers
Getting noticed by this generation isn’t an easy task. Partnering with individuals on social media who Gen Zers trust can help companies penetrate the marketplace. Social platforms like Instagram and Youtube have allowed every user to have a voice and the opportunity to gain a following. Influencers offer a unique marketing method to this generation because Gen Z is impacted by the influencers they follow through their purchasing behaviors through authentic, real-time product or service reviews and testimonials. They can create content on social media or websites that gain enough engagement to increase their follower count and develop a small (or large) community of viewers. Influencers do everything from product reviews, content creation, lifestyle recommendations, and so much more.
A great way to utilize these influencers is through partnerships and brand ambassador opportunities that are mutually beneficial. It’s essential to make sure the influencer partnership aligns with its values and that the influencer truly believes in what they are reviewing. Influencer marketing enables ease of access to this generation’s decision-making; it’s a great way to reduce advertising expenses.
Not sure where to start when it comes to influencer marketing? Check out our article, and feel free to shoot us an email with any further questions!
Create Snackable Information
The best way to market to Gen Z is to meet them where they are. Social media marketing tends to perform best for this generation. Advertisements on television do very little for this group; instead, try placing ads on Instagram, Snapchat, Youtube, and TikTok. Using short 15 to 30-second videos will spark Gen Z’s interest. Through short, sweet, and simple snackable videos, you can grab their attention; once you have their attention, you can sell. An advertisement via Instagram stories can lead Gen Z users to click on your company profile. To close the deal with a Gen Z user, make sure your profile is aesthetically pleasing and that your shop or website is easily accessible.
If you are having trouble finding ways to implement more focused marketing for Gen Z, please shoot us an email. We would love the opportunity to help you take full advantage of the shift from traditional marketing strategies to more online, video-centered social media marketing!
