The key to marketing to the not so elusive Gen Z? Put yourself in their very complicated shoes

How is Gen Z different and how have they affected marketing?

Gen Z comprise 27% of the US population, and it's clear that it's a tech-savvy generation that knows its way around social media like nobody's business. They have a natural talent for dominating the capabilities of various online platforms. But that's not all - this cohort is also notorious for bucking tradition and shattering conventional norms. And although millennials are racing neck and neck, it is the older generations that are desperately trying to catch up, which means that advertisers must adjust their parameters in how they market to this youthful, brilliantly complex generation.

Gen Z stands out as different in several important ways, they are typically:

• racially and ethnically diverse
• achieving of higher educations
• progressive/liberal favoring abortion access, gender equality, and LBGQT rights
• more likely to suffer from anxiety or depression
• less trusting of companies’ marketing/claims
• classifying climate change as one of their primary concerns
• more concerned with gun violence than any other generation

Because of this unique set of factors, marketing to this distinctly diverse population can be a complicated process. However, it seems to boil down to recognizing their differences as opposed to their similarities. It is the Gen Z call-to-arms, their bolstered charge across a messy landscape of half-truths and false hopes. This generation needs to be heard, understood, and respected - elements that are critical to their future as emotionally, healthy human beings, as well as their needs as consumers.

What influences Gen Z the most?

The easiest answer is – each other. Their needs intertwine tightly through their available social channels and reliable influence is the name of the game. Zoomers spend more time on social media than any other generation, and are more likely to purchase a product if it is recommended by friends, family, or other people they deem as trustworthy and real. They don’t expect celebrities or mega athletes to hawk products, what they do expect is a brand they can trust and other consumers who have had real experiences with your products.

Transparency and validity are crucial when reaching out to Zoomers since this generation is unabashedly vocal about their lack of trust with the outside world. It is the age of honesty, and Gen Z is pushing that agenda hard.

What is the best marketing approach for Generation Z?

Considering Gen Z dominates two of the top social channels, Snapchat with 47 million users, and TikTok with 45 million, creating honest content that speaks directly to them is your first step. Over 61% of Zoomers will follow brands they like on social media. This is marketing gold.

As stated before, embrace their differences in your marketing. Gen Z is so diverse that ignoring this aspect would be a strategy killer. Brands mustn’t get bogged down in the muddy waters of generalized marketing. It’s especially important since Gen Z is a unique, socially educated demographic that has the hallmark of becoming a powerful purchasing force.

Brands must understand Gen Z’s digital patterns as well as their expectations. They get shopping inspiration from a variety of sources and don’t limit themselves to social media alone, so don’t ignore your other opportunities. Their expectations are high because they know that companies can do better. This is the bar they have set - sustainability, transparency, and honesty are ideals they look for in brands. Three things that can easily be expressed in your marketing as well as your actions.

And remember, don’t speak at them or for them, speak to them. Or better yet, let them do the speaking themselves. Authentic voices who can easily encapsulate your brand is the best type of marketing you can do.

Wrapping up

Social media has created a world of opportunity for Zoomers to share, influence, and even cancel brands who either delight or disappoint them. It’s a cascade of influence that reaches far outside of their bedroom walls. They have the world in their hands and can do a great deal of your marketing for you if you simply put the right content at their disposal.

Build a nuanced strategy to address their complicated issues, while also fulfilling their needs as consumers and humans. They are the human story that brands need to tell. Walk in their shoes and your marketing will tap into the emotional path that Gen Z traverses on a daily basis. Like it or not, they are your brand’s future.

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