What Are Brands Doing to Attract Gen Z?
For many years, marketers have emphasized the trends and habits of Millennial consumers. However, in case your brand depends on young people, you need to be familiar with Gen Z. This generation is characterized by ambitious, technologically gifted, and conscientious people. Promotional tactics that were attractive to Millennials, Gen X, and Baby Boomers cannot be depended upon to lure the attention of Gen Z. They can even alienate them. The way marketing agencies connect with this audience will need a radically different approach. In order to capture what drives this generation, there are things you need to know about them and what drives them to buy.
Gen Z Watches Plenty of Online Videos
About 32 percent of Gen Z views online videos for sixty minutes or more every day, while 30 percent views for two hours, and 21 percent views for three hours. This is plenty of video time, and if a brand is not investing in video, they are not paying attention to the things that matter to this audience. Moreover, companies will take a lot of time attempting to figure out the types of videos that their target audience likes, particularly young audiences. It is no surprise that both Gen Z and Millennials are usually frustrated in job environments that fail to embrace the rapid increase in new mediums. They are also frustrated by brands that fail to understand the distinction between a video advertisement and a video that offers real value, whether in terms of knowledge or entertainment. In order to succeed and have the attention of their audience in the long run, companies need to grasp what the audience is watching, looking at, and what they will be viewing in the future.
Gen Z is Shopping Online
Brick-and-motor retail stores are facing a hard time competing with online shops. The reason for this shift in buying patterns is the younger generation. If you want your retail brand to be a success, you must know that 55 percent of Gen Z prefer purchasing clothes online. Hence, even when the remaining 45 percent are walking into your shops, you need to accept that the younger audience is at home browsing your online catalog. Therefore, in case you have a clunky mobile site or one that is filled with annoying pop-ups, then you have lost the younger consumers.
Gen Z Wants to Improve the Planet
One trend was started by Millennials and will gain momentum as the Gen Z start working. According to research, 60 percent of Gen Z want their daily work duties and career to influence the world. About 76 percent of Gen-Z stated that they care about the planet and are conscious of the impact of humanity in the world. Brands such as TOMS shoes promoted this mentality due to their socially responsible way of conducting business. The company began with donations and matching shoe sales and ended up including other socially responsible services such as safe birth services, bullying prevention programs, glasses and eye treatment, and access to clean water. Other companies such as Patagonia have been leading the way when it comes to social responsibility and has been offering one percent of their revenue to the restoration and preservation of the environment since 1985. Currently, the young generation is looking to work in startups that are socially responsible since they deem them cool. The SUAVS is a shoe brand startup located in Texas and is an excellent example. The company ensures that they use materials that are free from chemicals to ensure products are safe for the customers and the environment.
Gen Z Pays Attention to Value, Not Ads
Gen Z is the first generation to grow up in an environment where becoming a social media influencer is just as essential as acquiring a college degree. They spend plenty of time daily viewing the pages of their best influencers online. However, numerous people fail to understand that Gen Z is studying the skill of what it takes to have an online personal brand. This is a significant shift that many big companies need to understand. Through taking a lot of time watching influencers, this young generation can easily identify blatant advertising. They can stand their best influencers advertising brands, but what fascinates them more is the influencers who have become entrepreneurs, the ones that develop their merchandise or start their shoe line. In case your marketing strategy involves banners and pop-up ads, then you are significantly behind.
Gen Z Has no Patience for Things That Fail to Perform as Intended
While this is a general trend for people, Gen Z puts a lot of importance to it. The Millennials are familiar with the days when the internet was slow and massive files that took days to download, but the Gen Z is not. Hence, if something fails to work, they will leave. In case a website takes time to load, they will find another. If it errors out, they will leave for good. This is a significant reason why massive corporations are investing a lot of money on creating excellent mobile experiences, particularly for younger consumers. Moreover, no young and talented person will be happy working for a firm that uses software that was being used ten years ago. This audience wants to utilize cutting edge technology that is as efficient as the other applications that they use in their daily lives.
Gen Z’s Digital Environment
The initial step to creating a powerful connection with Gen Z is becoming comfortable with their digital environment. The most important avenues for promoting to this audience are in digital platforms. Facebook was the most popular social media site for Millennials. But it is not the most common social media site among this generation. They prefer platforms such as YouTube, Snapchat, and Instagram. Pew Research states that 45 percent of teens spend most of their time online. This means that teens are using a big chunk of their day viewing their favorite profiles. Gen Z progressively creates, consumes, and engages more with visual content as opposed to text exclusive status updates.
Gen Z Spends a Lot of Time on Mobile
If your company has failed to optimize their promotional efforts for mobile devices, then you have been left behind. Tablets and smartphones are significant for Gen Z who leave firms that don’t provide seamless mobile experiences. Like Millennials, Gen Z is constantly on their smartphones. Research by Google states that Gen Z is craving connection with other people, which is not necessarily in person. This audience prefers the use of texting as their immediate option of communication, which is enhanced by messaging apps. They appreciate sites that are optimized for easy-to-use apps, text-based offers, and mobile devices. Geotargeting works well with this generation as they are happy to get deals that they can reach.
Gen Z Prioritizes Convenience
Gen Z is ready to spend more money on a product or service that will save them time. This group of people is enticed by free two-day shipping, which they expect as they shop online. Therefore, companies require emphasizing convenience. This audience is not looking to order online and pick it up; they want their products to be delivered to their doorstep. The favorite companies among this generation will be those who can consistently deliver products on time as promised. If your brand can offer sufficient convenience and an authentic message, you can inspire loyalty from Gen Z.
Gen Z Values Authenticity
Gen Z values authenticity above everything else. Forbes states that openness and honesty are increasingly becoming the currency of companies. About 79 percent of Gen Z claimed that they trust a firm more if their images are not photoshopped, while 84 percent state that they trust a brand more if they utilize actual clients in their promotions. Young adults are looking to associate with individuals who comprehend them and can empathize with them. They also demand mobile optimization and convenience. Move from slick promotional strategies of the past such as outdated branded content, or flashy Super Bowl commercials.
Gen Z Appreciates Storytelling
Be sure that your brand features a clearly identifiable and clean online presence. Embrace technology as you create genuineness and excitement around your brand. This can involve forming ease for shopping done online, adopting a process of digital communication, and embracing paperless receipts. Share your brand’s story online, listen to the experiences of this group, and appreciate their patronage.
Whether it is offering value, better mobile experiences, or any other thing that Gen Z enjoys from a brand, you are sure to capture a significant portion of this audience. By tailoring your marketing efforts to what this young generation values most, you will be creating a connection and consequently brand loyalty. They will buy your service or product because they know it matters to them.