For quite some time now, the Gen Z audience has been in the marketer’s spotlight for various reasons. Not only is Gen Z the fastest growing economic power globally, but their new buying habits are rapidly reshaping how brands need to act in order to attract their attention. As they are significantly different from all other target groups, adjusting marketing strategies to ensure they align with Gen Z’s demands will soon become a necessity. Whether you have had some time to re-evaluate your marketing strategy or you are discovering the Gen Z audience for the first time, this blog will fill you in on how to enhance your marketing strategy to ensure its effectiveness.
The first step in crafting a bespoke marketing strategy is getting to know your audience. Hence, who is Gen Z? Gen Z are people born between 1997 – 2012, and are set to become the largest cohort of consumers. Generation Z is described as digital natives, as they have been raised with access to the internet, smartphones, and social media. Their knowledge of how to use and move around in a digital world is unparalled. They are the most racially and ethnically diverse age group and are on track to become the best-educated generation. Therefore, staying mindful of Gen Z’s distinct online behaviours and significant characteristics is the key to understanding how to communicate with them.
There are a few simple steps that you can include in your marketing strategy to ensure you will capture Gen Z’s attention. This may sound like a no-brainer but Gen Z loves fun and ‘cool’ stuff. If you are not following their ever-changing trends you won’t be able to keep up with them, but don’t worry we can help you with that! It is important to keep an eye on latest trends, language, and their values. For instance, Tiktok, YouTube, and Instagram are the most popular social media for Gen Z users. What is even more important, 83% of Gen Z claim to shop on social media, therefore appearing on the right platforms with tailored content and language style will essentially be key to target them with your products or services.
Gen Z members are creators themselves, and it is important to keep in mind that they, more than any other target group, are trendsetters who want to influence others. The 2020 Meta-commissioned study found that 56% of 18 to 24-year-olds shop for a specific product category in order to keep up with the latest trends. Gen Z needs to stay up to date with what is fashionable and perceived as cool by their peers is one of the most crucial factors that influence their shopping behaviour.
Moreover, types of social media content that have been proven to be a game-changer for marketing strategies that aim to target Gen Z are short-form video that uses overlays, visual effects, and music. Any other content such as polls, that will encourage interaction or conversation, will be an amazing addition to your marketing strategy for Gen Z and can provide you with great insights into what your audience thinks.
Tailored marketing strategy for Gen Z will reflect how familiar you are with what has been gaining popularity and their preferences. As Gen Z tends to seek for personal connection with brands, ensuring that your marketing strategy includes content that will showcase your motivation to address their needs, will effectively allow you to establish strong and trustworthy relationships.
A big part of Gen Z’s online activity is around social justice. According to 2021 Instagram internal data, Gen Z users aged 18- to 24 year olds mention social justice on Instagram 3.6 times more than the average conversation topic for their age group. Compared to Facebook users above age 25, Gen Z members were more likely to use hashtags such as #womensrights, #speakout, and #mentalhealthmatters.
Data from Brands Get Real report shows that Gen Z has high expectations when it comes to brands taking stances on social issues. Gen Z consumers are 3 times more likely than older generations, to say that a brand’s purpose is to serve communities and society. With the Gen Z influence and demands on promoting diversity and raising awareness for social issues and beyond, more and more brands are increasingly beginning to showcase their beliefs and values in their marketing strategies.
Here at Mantra, we know how important it is to have your values at the forefront to create meaningful connections with your audience. Gen Z is a new driving force for a change that will influence the way brands need to operate on a market. Your marketing strategy will need to address their needs and demands. As challenging as it may seem, crafting the perfect marketing strategy for Gen Z users is an easy process if you know what your brand stands for (and of course if you possess marketer’s knowledge). Our marketing specialists can help you create bespoke, future-focused marketing strategies that will help you achieve your ambitions and create meaningful connections with your Gen Z consumers.