Strategies for Marketing to Generation Z Consumers

Gen Z is the generation after millennials with the most buying power and brand loyalty. They care about social issues and want to work with brands that share their values and beliefs. For example, TOMS Shoes donates a pair of shoes to children in need for every pair purchased online.

1. Personalized Content

Gen Z consumers have a different perspective of marketing and sales than the generation before them. This is because they have a greater understanding of the importance of personalization, authenticity and value. Having grown up in the age of instant information and access to endless knowledge, they have high expectations of brands they do business with.

This means that marketers have a lot more ground to cover in order to establish trust with this demographic. They are less forgiving than millennials and more likely to nix any company that tries to manipulate them with stale sales tactics or blatantly pushes a product they don’t actually need.

The best way to reach Generation Z is by creating personalized content for them. This could include a personalized email, social media post or even TikTok video. Personalized content shows that you care about your audience and are willing to go the extra mile for them. In return, this generation will be much more open to engaging with your brand and making conversions.

To create a personalized experience for Gen Z, you’ll need to take a step away from the millennial-focused aesthetic of perfectly curated content and try something bolder. For example, skincare brand New Heartland has a large following on TikTok with videos of fun transformations and catchy music. They are able to grab the attention of Generation Z by being bold, playful and entertaining.

It’s also important to be transparent and honest with Gen Z when it comes to your company culture. They are more than happy to support brands that are ethical and inclusive, as long as those claims are backed up with actions. Gen Z is highly educated and progressive, so they have little patience for companies that don’t uphold their values.

Another thing to keep in mind is that Generation Z prefers text and chat apps for customer service, so make sure your marketing communications are optimized for these channels. In addition, 85% of Gen Z would rather communicate with brands via text than voicemail or traditional emails. This is because they find these methods to be more personal and intimate, making them the perfect choice for a generation that believes in being true to themselves.

2. Social Media

Gen Z has never known life without the internet, which makes them hyper-aware of marketing tactics. They’re less forgiving than Millennials when it comes to insincere flash sales and blatant attempts at manipulation, making it even more important to create authentic, relevant content that speaks directly to them.

Gen Z also expects brands to have social responsibility and support the causes they believe in. As the most racially diverse generation, they appreciate brands that show this diversity in their ads and social media. They’re also concerned about the environment and want to know that brands care. This is why it’s so important for businesses to communicate the ways they are environmentally friendly in their marketing materials.

As a visual generation, Gen Z loves videos. Using video is an effective way to engage and educate them about your products or services. They’re drawn to short videos that get straight to the point, and are particularly interested in influencers who use their products.

Consider creating an Instagram story or YouTube channel to showcase your brand and connect with Gen Z. This is the best way to share more detailed information about your product or service, and it can be a great place to partner with micro-influencers to reach a wider audience. In addition, Gen Z values authenticity and prefers to see real customers in promotional materials. In fact, 82% of them trust brands more when they use genuine customer photos and videos in their ads.

Lastly, be sure to include your email address on any promotional material or website. This is where you’ll be able to build long-term relationships with your audience and keep them updated on new offers and promotions. It’s also a good idea to have an email opt-out or preference center so that your Gen Z audience can opt out of receiving unwanted emails.

Having an email list will also allow you to maintain communication with your customers when their favorite social media platforms go down en masse, like what happened during the 2021 US presidential election. Moreover, Gen Z appreciates that brands take their privacy seriously and have an enforceable email opt-out policy.

3. Influencers

Gen Z is an extremely connected generation and they want to know that their purchasing decisions are impactful. They are savvy shoppers that will do their research, so brands should be open and transparent about their company mission, values, and goals. They also expect brands to take a stand on social issues and be willing to go all in on their causes of choice, which can include donating proceeds or hosting events that benefit the community. One such example is direct-to-consumer shoe brand Rothy’s, who partnered with the Girl’s Power Panel for National Breast Cancer Awareness Month to give back to those affected by the disease.

The use of influencers is a must when it comes to marketing to Gen Z, as they are more influenced by real people than celebrities. Influencers can help create a sense of trust for your brand and increase engagement by delivering high-quality content. 65% of Gen Zers say they’ve bought a product because of an influencer recommendation. Influencers can be found on a variety of digital platforms, including YouTube, TikTok, Instagram, Snapchat, and Facebook. To maximize reach, it’s important to create eye-catching visual content and optimize for mobile viewing.

Brands can build their own communities with Gen Z by creating a group on Facebook, launching a Twitch channel for a virtual event, or hosting a live chat on Instagram or TikTok. Other ways to engage with consumers are by asking them for feedback via polls, sharing behind-the-scenes videos of your company’s products, or involving them in your marketing campaigns.

Gen Zers are more forgiving of brand missteps than older generations and will look past minor errors if they believe the company is working to correct them. They also expect companies to be forthright about their mistakes and the steps they plan to take to fix them. Brands that are not honest with their consumers or fail to act on issues of importance will lose their credibility. Moreover, it is important to be authentic with Generation Z, as they value honesty above all else. The best way to make a connection with this new generation is to deliver content that is relatable and fun.

4. Mobile

Gen Z consumers are mobile-first, and they expect to have a seamless online experience. They want to be able to access the information they need in an instant, and they will call out brands that don’t meet their expectations. It’s also important to remember that this generation is a racially and ethnically diverse group, and they are very concerned with how companies approach diversity. Make sure your content shows that you understand your audience and are committed to providing them with an inclusive experience.

Gen Zers also appreciate edgier viral content, and if done correctly, this strategy can help you connect with them on a personal level. They’re also highly savvy, and they’ll know right away if your brand has dated marketing materials, so it’s important to keep your website and social media accounts up-to-date.

This demographic group prefers short content, so your messaging should be concise and targeted. It’s estimated that Gen Z has an attention span of eight seconds, so you have to get your message across quickly and efficiently. It’s also helpful to tailor your content to the platform on which you’re communicating. Snapchat, TikTok, and Instagram stories are great options for marketing to Gen Z because they focus on short videos.

Another great way to reach Gen Z is through email marketing. This audience values the personalized information they receive through their inbox, and it’s a good way to show them that your company cares about each one of them as individuals.

It’s also a great opportunity to promote sales, discounts, and exclusive offers. This generation loves to feel like they’re getting a deal, and using a discount code in your emails is a great way to encourage them to visit your website or store.

Gen Z is a unique and diverse demographic, and it’s important to keep in mind that they’re a digitally savvy generation that’s used to being able to find any information they need within minutes. This generation is willing to try new things, and they’re looking for brands that stand for something and have a meaningful mission. With their buying power continuing to grow, it’s critical for marketers to embrace these strategies to connect with Generation Z and build long-lasting relationships.