Three strategies for connecting with Gen Z consumers
Compared to past generations, Gen Z is unique. Purna Virji demonstrates how marketers may engage with this expanding group at SMX Next. Gen Z is soon overtaking Baby Boomers as the largest online consumer demographic. If marketers don't pay attention, they might not succeed in getting their buy-in.
Purna Virji, senior consultant of content solutions at LinkedIn, made the following statement at SMX Next: "I want to start by stating that generational designations are founded on theory and they're not a factor of life, no matter how often we use them in marketing. Would people of the same age do similarly? Even while there are similarities, of course not.
Yet given who they are and how they were raised, she continued, "These similarities are even more obvious with Generation Z." Gen Z is defined by Pew Research Center as people born between 1997 and 2012. Along with having a very different appearance from prior generations due to their upbringing and experiences, this group's consumer behavior is also distinctive.
They make up around 27% of the American population, making them the youngest, most ethnically diverse, and largest generation in American history, according to Virji. They are the first generation to have grown up entirely in the digital age, and because of this, their perspective on the turbulent, fast changing world around us has been influenced by what they have seen on screens.
Marketing professionals must establish relationships with Gen Z. This group's total number of digital purchasers is anticipated to exceed 41 million this year and show no indications of declining in the years to come. Here are some strategies that Virji suggests marketers employ in order to boost engagement with this powerful group.
Utilize Gen Z values
Because they have a well defined set of values, "Gen Z views itself to be more welcoming and open-minded than any generation before it," Virji added. "Gen Z is in reality charitable and environmentally sensitive. Why? Their digital-first upbringing has greatly increased their awareness of and frustration with the outside world.
They are drawn to brands that uphold principles like sustainability, authenticity, and giving back because they want change and want to be a part of something bigger, she continued.
Consumers in Generation Z are drawn to companies that reflect their values, with sustainability ranking highly. For instance, a consumer poll by First Insight and the Baker Retailing Center at the University of Pennsylvania's Wharton School found that 75% of Gen Z prefer sustainability over product brand names. Compared to customers from other generational groups, they appear to be more inclined to spend more for products that are environmentally friendly.
You need to be able to convey how you walk the walk, Virji advised. "Gen Z enjoys sincere material and you may show how sustainability is a key component of your organization's basic beliefs and goals," says the report.
Marketers who emphasize the values Gen Z cares most about will have a higher chance of connecting with them, whether it be a commitment to sustainability, diversity and inclusiveness, or educational opportunities.
Pay attention to the aspirations of Generation Z in terms of their lives and careers. Consumers in Generation Z witnessed their parents suffer with financial uncertainty and other challenges as they grew up amid recessions and a global pandemic. These encounters have contributed to fostering a strong demand for work security.
However, Gen Z demands more than just fundamental job stability. They aim for professional success. Virji declared that "Gen Z is aspirational and wanting to grow." "They want to pick up new abilities. They seek financial stability and professional achievement.
Virji advises marketers to develop interesting educational materials for Gen Z users so they may advance their careers. They can then utilize that content on the popular digital channels used by those groups.
"The same [educational] material may be found here on social, "She spoke. "It may be an email campaign or upper-funnel display or search advertisements.
Market to Gen Z consumer tastes
You should cater to their tastes for content consumption, Virji stated. "The lines between consumption and production, as well as between commerce and connection, have become more hazy thanks to digital platforms."
You may engage Gen Z audiences by including elements like comedy into your marketing as young customers reimagine the digital marketplace. By giving their marketing efforts some personality, brands from almost any industry may connect with this consumer.
"Lemonade Insurance is a wonderful example; they continuously employ humor in all of their content," Virji remarked. How many actuaries does it take to screw in a lightbulb? was a question they frequently posted on social media. Alternatively, they can ponder, "What if insurance phrases were blockbuster movies?" They do this to open up insurance to a brand-new group of people and make it pertinent to their lives. They are able to capture the attention of younger consumers in the busy and perplexing insurance industry because of their strong personalities.
Above all, marketers should aim to speak Gen Z's digital language by incorporating attention-grabbing memes, current social trends, and interactive aspects into their material. This might demonstrate to customers that your company values and respects their objectives and preferences, all of which encourage involvement. Play into their desires, Virji said. Look at their interests and try to match your brand with them.