Marketing to Gen Z – Understanding the Next Generation of Consumers

Gen Z is an essential target demographic to reach. They possess purchasing power and desire to engage with brands through authentic channels.

Marketing to Generation Z requires an intimate understanding of their defining traits, preferences, and values. Dash Hudson will help you stay at the forefront of this dynamic consumer group by helping to craft engaging digital experiences tailored specifically for them.

Attitudes to Money

Gen Zers have an entirely distinct financial outlook and approach to spending, taking cues from their parents’ experiences of the Great Recession as young adults. Their savings habits differ as well; instead of setting short-term goals like their predecessors did, this generation tends to set long-term ones and focus more on long-term goals rather than immediate needs and wants.

Young adults tend to be wary of brands and can quickly identify inauthentic messaging. They appreciate authentic customer testimonials over overly polished or staged content; in fact, 82% trust a brand more when its ads feature real people rather than characters from fantasy novels or movies.

Email remains an effective method for reaching Gen Z, but to truly connect with this generation it must be tailored specifically. Some e-commerce brands have had great success reaching this audience via campaigns like family wish lists, toy tests/tryouts in stores or back-to-school sales.

Digital Natives

Gen Z is the first generation to grow up surrounded by technology and the internet from an early age, giving them a strong base to operate from. Being so immersed, Gen Z members tend to be informed consumers who conduct extensive research before buying products online or offline and consult social media reviews before making their decisions.

As such, brands must understand how Gen Z interacts with their businesses. This generation expects an easy omnichannel experience that includes websites, apps, chatbots, voice assistants, emails SMS phone calls and physical stores.

Gen Z expects brands to prioritize authenticity and demonstrate their commitment to diversity and inclusion. Furthermore, Gen Z seeks ways to express themselves through the brands that they choose – this may involve partnering with creators/influencers/UGC providers; Gen Z also appreciates companies which promote sustainable shopping practices.

Social Media

Gen Z is an exceptionally social media-savvy generation, so brands must engage with this audience across all platforms – video content creation, influencer marketing and authenticity are essential pillars when targeting them.

Gen Zers appreciate brands that reflect their personalities through fun, lighthearted content. Social media trends can be effective – when done well; using outdated trends may cause Gen Zers to cringe!

TikTok Stories and Instagram Stories provide instant engagement opportunities, so creating behind-the-scenes content that highlights brand activities can be an excellent way of connecting with them. They prefer communicating via text messaging, chatbots or social messaging services when communicating with brands.

Gen Z is known to be socially aware, making them likely to support brands that share their values and beliefs. Marketers should therefore emphasize how ethical and sustainable their product or service offerings are.

Diversity and Inclusion

Generation Z values diversity and inclusion more than previous generations, perhaps due to growing up in an interconnected, globalized, and diverse environment. They understand more fully how businesses impact society at large, and want to support brands which demonstrate this understanding and care for customers.

Customers today value authenticity and don’t find advertisements that try to present an unrealistic view of life appealing. Instead, they prefer ads that highlight real people going about their daily activities as examples of authentic marketing campaigns.

Dick’s Sporting Goods capitalized on this trend through its Girls Power Panel ad campaign; and Doritos ran a TikTok campaign during Pride Month to show its support of LGBTQI+ individuals. Both campaigns show how marketing to Generation Z can incorporate inclusivity and diversity into its content strategy; something particularly vital given this generation is focused on creating change globally.

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