Marketing Tips: How to Reach Gen Z’ers
Who is Gen Z?
Gen Z is the tech-savvy, social-media-minded young generation. They are conscious of social issues, the most racially and ethnically diverse generation ever, and have the potential spending power of over $140 billion. Needless to say, this is a generation that holds major influence and impact on today’s society.
Growing up with smartphones, Internet access, and social media, this generation is different than others that came before it. Gen Z has a strong presence on both social media as well as the internet. This means that they have tendencies to buy and interact with brands that have clear values, are inclusive, and have a strong online community.
Olamide Olowe, Co-Founder of Topicals, a skincare company, said, “Gen Z is not a demographic, it’s a psychographic – we challenge institutions, invest in inclusion, and are extremely individual.” Gen Z “influencers” are driving spending, fashion trends, behavioral norms, and cultural shifts that we see today. If you haven’t started thinking about this younger generation in your marketing strategies, 2022 is the time to start.
Here are a few tips to keep in mind when creating content Gen Z’ers will engage with – without neglecting your current audience.
Establish Clear Values & Mission
Gen Z’ers are more likely to associate with brands whose values reflect their own. Clearly defining your values and mission as a company, allows you to differentiate from other brands in the industry. Creating an inclusive, safe space for your audience is essential in grabbing Gen Z’ers attention and gaining their trust and eventually their business.
Be Entertaining & Bring Your Own Personality to Your Business
Gen Z is all about embracing who you are, no matter what that might look like. Authenticity is viewed as primal. They want to see content that shows the imperfect, everyday moments in life.
Along with bringing your most authentic self, you have around 8 seconds to capture their attention and get your message across before they continue scrolling. You have to give them a reason to stop scrolling and care about your brand. Create quick and fun content to spotlight your message in an easily digestible way!
Build a Community
Building a community is the biggest key to creating a Gen Z marketing strategy. Although our world is the most connected it's ever been, according to surveys, Gen Z is the loneliest generation in America. They’re actively searching to connect and engage with like-minded individuals or individuals they strive to be more like. Brands that facilitate authentic connection, and conversation, and have invested in their brand voice will help you catch the attention of Gen Z.
Gen Z marketing is a way to reach a younger generation. It is a way to connect with a new type of consumer: one that is value-conscious, praises authenticity, and is seeking community.
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