As they mature into the next big consumer market, Generation Z will generate $44 billion in additional income by 2021. Companies must understand how to reach them. What exactly are they looking for? And what are they going to buy? Learn more about it right here.
Gen Z’s Online Habits
If you haven’t noticed, the most crucial aspect of Gen Z is authenticity. They’ve grown up with social media and the Internet at their fingertips, and as a result, they place a high value on what’s genuine and genuine.
That is why brands must demonstrate to Gen Z that they are more than just the memes they see on YouTube or the lipsticks they see in Instagram posts: they remember what it was like to be the hottest thing back when it was still cool to be “on.”
As they mature into the next big consumer market, Generation Z will generate $44 billion in additional income by 2021.
Companies must understand how to reach them or where Gen Z expects brands to be. Brands can’t ignore Gen Z the way they did in the months after the pandemic because they’ll leave soon enough to find brands that still make sense for them after social distancing.
Miley Cyrus’ post-2020s “influencers” (think Snikt, Bella Hadid, etc.) are a perfect example of this. Gen Z fans are open to anything, from Supai Chicken wings to predatory influencers, but the type of content that sticks with them is something unique and in-your-face. As a result, it’s not surprising that brands will pay superfans for a sight gag or two.
Brands are being affected by Generation Z.
The influencer’s audience is Generation Z, and their needs must be met. Purchasing influencer visibility is just one of the many ways Gen Z values authenticity and rewards businesses that delight their target audience.
Short-form videos are one unique way for Gen Z to raise brand awareness. Snapchat Stories are just as popular among Generation Z as they are among their millennial and post-millennial peers, and they don’t mind doing more than two seconds of storytelling on the app. As a result, it is an area in which Gen Z can excel.
What is Gen Z’s purchase Behaviour?
According to studies, Gen Z’s biggest purchases are their phone and their education. Since Generation Z is the first generation to have grown up with the Internet and social media, they are accustomed to receiving information quickly. They grow up believing that they can have anything they want, so they spend their money on experiences rather than material goods.
Young people, especially young adults, rush out of the pharmacy with their prescriptions. This is why the “pharmaceuticals” industry is booming for this generation. They are looking for products that will help them with their symptoms. However, the most expensive pharmaceuticals do not work well or have long-term effects. Or, if they work and are costly, they are long-term treatments.
This will have two implications for how manufacturers sell to young people and how we design products:
Purchasing a prescription drug is an expensive process that must be researched, organized, and paid for by the patient. Not everyone is willing to pay for services that exceed their budget. This generation is sometimes even smaller, and Apple is still the largest smartphone manufacturer.
Purchasing alcohol is also costly for a young person but not as expensive as a prescription drug. Young people prefer variety and “experiences” over “material goods.”
All of this can be used to create the ideal experience for Gen Z: a tasty drink, enjoyable activities, a treat to touch, and thorough research. All of these are critical needs for Generation Z.
The rise of the Gen Z consumer will fundamentally alter our world. They will wear various labels to represent their personalities, each of which will make their purchasing decision a little easier or more difficult.
Keep in mind that teenagers are the customers of the future! However, not all young people are as fortunate as we are: they do not always have a reliable place to spend their money. The availability of psychological input will significantly impact these products: many Gen Z will use psychological studies and experiments as a marketing tool. That is something we are already noticing.
Generation Z Marketing
Generation Z is rapidly gaining market share and is expected to significantly impact consumer trends in various industries. Generation Z accounted for 40% of global consumers last year, with $143 billion in purchasing power. As the oldest members of this generation begin to enter the labor force, we can expect their financial clout to grow even more globally.
What are the consequences for retailers and brands?
It is clear that if CPG brands and retailers want to stay in business and profit, they must learn how to connect with and appeal to this new generation of consumers and combat changing consumer tastes. This blog post will define Generation Z, explain why brands must understand this generation, and present two marketing strategies for reaching Generation Z audiences and case studies of companies that have done so successfully.
What Is the Importance of Generation Z?
Generation Z also referred to as “iGen” or “Digital Natives,” is the first generation to have grown up without smartphones. With members born between 1997 and 2015, Gen Z is a true digital savvies. This generation grew up with the Internet and social platforms (or ages 6 to 24 as 2021).
Technology is essential in the lives of Generation Z, and it is even more critical in their spending habits than most people realize.
How do the spending habits of Generation Z differ from those of previous generations?
Gen Z is beginning to avoid spending money on worldly items such as cars and shoes in favor of adventures such as travel and dining out. Their purchase habits change when comparing to previous generations in that they prefer to spend money on experiences rather than material possessions. Nearly three-quarters of Gen Z (74%) believe that exploring a store or a museum will be enough to satisfy their curiosity, compared to 42 percent of Millennials and 35 percent of baby boomers.
According to Gartner’s “10 Things You Need to Know About Gen Z,” two major trends emerged from this research: they did not want financial restraint, and they valued experiences over possessions. While a sizable proportion of boomers (55 percent) said that having too many controls interfered with their social lives, a significant proportion of Gen Z’s want to live their lives on their own terms.
According to Mobilebound data from 2019, Gen Z is more likely to engage in more time and physical labor, which is at least partially driven by their preference for leisure over productivity. Physical durability, autonomy, and freedom are important to Generation Z because they reflect how they want to live their lives. That translated, at least for some modern Gen Z, into purchasing higher-end electronics such as the iPhone 11 Pro Max (US$10,000).
Similarly, a 2018 survey of over 1,000 Gen Zers (ages 16 to 24) by Chief Marketing Officers International discovered that they owned more earbuds than older generations, though 76 percent of Gen Z said they do not use noise-canceling earbuds. However, the study did reveal that the three most popular digital audio players were the FaceTime HD, the Nest Audio, and the Jabra app-free Yik Yak. The study also discovered that solid engagement with daily routines and humanizing technology are essential Gen Z behaviors when selecting an audio player.
Gen Z is constantly looking for unique experiences that will pique their interest.
What does Generation Z look for in a company and a job?
When looking for a job or a company to work for, keep in mind that Gen Z wants something very different than previous generations. Gen Z wants to work for organizations that make a difference in the world. They want to work for companies that are exciting and innovative. Being relevant and creating a vibrant working environment are the best ways to reach Generation Z.
Pablo Lopez, CEO of Appolicious, a product and culture marketing firm, describes how Generation Z feels today as follows: “Generation Z sees the world in a unique way. They have a longer attention span and value both information and wisdom. All of these characteristics aid in their ability to learn new things quickly.”
Gen Z wants practical advice and tips on spending their free time on the most important things to them. At the same time, Gen Z values authenticity, which Appolicious demonstrates in their marketing. Data and statistics are required for Generation Z to learn, make decisions, and behave differently.
The leaders of tomorrow Love “Tribe marketing.”
Currently, the best way for Gen Z brands to respond to their questions is through interaction and trust-building.
The term “tribe” describes how Generation Z sees themselves in all aspects of life, and it is essential in how you treat them. This tribe is sometimes formed by their peers or other people they know through the app, and other times it is developed by a mobile app creator through writing an article, creating content, or even connecting with Gen Z on a platform or app about which they are passionate. They came up with the brand new concept of the tribe by deciding who belonged in it, and this is their rhythm.
Generation Z wishes to be understood.
Gen Z must know why they are the way they are or create their own narrative. For example, a recent Appolicious article about the top vegan restaurants in New York City provides Gen Z with a straightforward narrative to explain which restaurants they chose and why.
Read Before You Buy: Gen Z Is Born Online.
Because of their lifelong access to unlimited data, Generation Z can make informed purchasing decisions and become even smarter shoppers. Whether it’s reading product reviews online, comparing prices with other competitors, or using apps to find promo codes and discounts, the Gen Z shopping experience is strategic and tactful. To appeal to this generation, brands and retailers must begin catering to their digital nature by emphasizing their online presence and mobile experience.
Generation Z Marketing: Anything but ordinary.
Members of Generation Z are technological natives, but they are also on track to be the most ethnically and educationally diverse generation in history. According to Pew Research, one-fourth of digital natives are Hispanic, which is significantly higher than the 18% of Hispanic Millennials. Furthermore, Generation Z is enrolling in higher education at a much higher rate than Millennials at the same age.
Wake Up and Smell the Change.
The majority of digital natives aged 18 to 20 are enrolled in college (59 percent ). These young people want to support brands that are dedicated to making the world a better place. Because of this generation’s significant ethnic and racial diversity, embracing diversity and a sense of belonging is critical. A qualitative research study found that 76 percent of Gen Z members believe brands must address diversity and inclusion.
The Generation Z Effect
However, the demand for ethical commitment does not stop there. Gen Z is looking for brands willing to take a stand on important issues, whether political, social, or environmental. Sixty-six percent of young customers believe that if a company is associated with a social cause they support, its image improves. Making ethical decisions and embracing cause-based marketing are strategic approaches to successfully appealing to Generation Z and reaping financial rewards if brands want to build a loyal following within this market segment.
Getting to Know Generation Z
Creating a Social Media Marketing Strategy
For a good reason, more than 90% of marketing teams include social media in their overall marketing strategy. Social media is used by nearly half of Gen Z members (49%) to get their news, compared to only 17% of the general population. Gen Z spends almost three hours per day on social media than Millennials’ two hours per day.
Satisfy your audience’s appetite.
Only a few social media platforms enable businesses to provide a positive experience for today’s youth — and not all of them offer the same services. While Facebook is popular with older demographics, young people prefer platforms such as Instagram, Snapchat, and TikTok.
While Facebook is popular with older demographics, young consumers prefer platforms such as Instagram, Snapchat, and TikTok.
Food that is authentic, sustainable, and honest.
Take a look at this Chipotle case study to see how powerful social media can be.
With over 1 million Instagram and TikTok followers, Chipotle is one example of a brand that has successfully gained the power of social media marketing. Chipotle has a solid social media presence across multiple platforms. The restaurant group publishes consistent content across all platforms, but they also interact with their followers by engaging with their posts and responding to their comments. Chipotle is also not afraid to spice up its social media content. The restaurant chain is well-known for promoting its content with memes, which usually results in high levels of engagement.
Encourage your brand’s authenticity.
Brand authenticity, according to G2, is the extent to which customers believe a brand is true to itself, genuine to its customers, and motivated by compassion and responsibility.
Authenticity is essential for this new generation. In a CNBC poll, the majority of Gen Z (67 percent) agreed that “being sincere to their values and beliefs makes a person cool.” One method for promoting brand authenticity is through brand storytelling. Brand storytelling entails using various narratives to communicate who your brand is, what you stand for, and connect with your audience on a deeper level.
Selling clothes to help save the environment.
People are interested in why you sell what you sell rather than just what you sell. Let’s take a look at Patagonia’s marketing strategy.
Patagonia is an outdoor brand that promotes environmental stewardship. Yvon Chouinard founded it in 1973 after his first backpacking trip to Chile’s south. Since then, the company has reduced its carbon footprint and has donated millions of dollars to environmental organizations. Patagonia became a benefit corporation in 2007, previous any requirement to maximize profits to focus on its social and environmental impact.
Customers interested in purchasing this environmentally friendly t-shirt are fully immersed in the story of its creation by Patagonia. As a result, you can see a comprehensive overview of the recycled materials used to make these clothes, as well as the exact location of the manufacturing facilities and their direct environmental impact.
The story does not end there.
Patagonia’s Footprint Chronicles is a resource that helps the company stay transparent about where its products come from and their costs. The Footprint Chronicles contain information about the brand’s material and environmental programs, social responsibility programs, and information about their facilities and suppliers throughout the supply chain. During the buyer’s journey, visitors can read the Footprint Chronicles while the brand displays its worthy cause.
The next generation of global consumers, Gen Z, is coming to an end. Businesses must prepare for this new generation by incorporating young consumers into their marketing strategies, particularly as their market influence grows.
Exploring various strategies that cater to Gen Z’s diverse demographic characteristics will be critical in the coming years, whether through social media marketing to increase brand awareness or by following the lead of major brands to increase brand authenticity.
How will businesses adapt to attract and retain the attention of Gen Z customers and employees?
One of the most significant changes will be the entry of Generation Z into the labor force. Because of the economic downturn that occurred when they were young, Generation Z views money and careers differently than previous generations. In fact, a study of Gen Z consumers discovered that they are motivated by personal fulfillment rather than cash, which is something that businesses will have to adapt to. Even as a child, I assumed that my friends skipped high school and did not attend college because they wanted more money. I needed to see why my friends were intelligent, creative, and passionate about their interests.
Don’t worry. Generation Z is on her way.
According to a 2019 survey conducted by Hachette Book Group, many Gen Z may not want to attend college. A whopping 77% of respondents said it makes no sense for them, and 49% of millennials agreed.
According to one study, Gen Z accounts for 12 million of the pre-teens and young adults who attend college today, and by 2026, that number is expected to grow to approximately 25 million students worldwide.
While I deviated from the norm by majoring in creative writing in college, I didn’t expect to go bankrupt in such a short time. One of my goals was to pay off all of my student loans while I could, and while I was able to do so, it was a terrifying experience.
Quarantine also made it difficult to find work, so many Gen Z people with degrees hold a challenge to find work in their field of study. According to a 2019 study, job placement for Generation Z is a higher priority for millennials than for any other generation — and this is a problem for businesses.
Resume patterns show where Gen Z is already looking and looking for work as early as 2014, with 2020 being the tipping point.