As generations come together around the Thanksgiving table, you might find yourself sitting next to your Gen Z cousin, wondering how to make a connection. Generation Z, born between 1997 and 2012, are unlike any other group before them. Their concerns, their speech patterns, and how they consume media mean that your dinner conversation isn’t going to be the only thing that needs to change. Here are 5 tips to improve your targeted marketing for Gen Z consumers.
1. Stay Social
50% of Gen Z spends over 10 hours a day on social media, and 72% said they’re more likely to purchase from a brand if they follow them on social media. That means your old standby campaigns styles like blogging, emails, and mass marketing aren’t going to work by themselves.
Even the type of social media you use matters: YouTube is the most commonly used media platform for Gen Z, followed by TikTok, SnapChat, and Instagram. As of 2022, only 32% of Gen Z was on Facebook, a big 71% drop from 2015.
2. Be Quick
There's a lot of competition for Gen Z’s time and attention. Today's technology also allows for instant service delivery and smooth transactions every time, so Gen Z expects the best. Make sure your marketing and service deliveries are quick and effortless. There’s a reason TikTok and YouTube are popular: saying it in a video is the most efficient way to get information across. For maximum impact on Instagram, keep your captions around 50 characters. One thing that hasn’t changed? A picture is worth 1,000 words. To quote Lizzo, "get those photos with the bomb lighting!"
3. Don’t be Cheugy
According to Urban Dictionary, "cheugy" (chew-gee) is defined as the opposite of trendy. Whether referring to fashion (RIP skinny jeans), social media habits, or popular entertainment, cheugy is mostly used to refer to us elder millennials that they feel are trying too hard to be cool. They’re looking for authenticity and originality. Whether it’s through humor, understanding, or passion, Gen Z individuals are attracted to groups that aren’t just jumping on the newest trend because they think it's the way to make money. They want sincerity and authenticity.
4. Engage
Gen Z doesn’t want to be told what to do. They want you to start a conversation, ask them what they want, and empathize with their struggles and concerns. They want fun, interactive events, demos, and free ways to try before they buy. Remember that they grew up with technology, so online accessibility should be at the forefront of everything you do to connect with Gen Z.
5. Walk the Walk
More than any generation before them, Gen Z is informed and connected. They’ve grown up in a post 9/11 world, and are coming of age in an era of climate change, war, school shootings, and a polarized nation. They know what’s going on in the world and they don’t want your platitudes; they want you to be honest and make a difference with your organization.
For example, Gen Z expects more than than rainbows on your logo every Pride month and more than just a Facebook post about Juneteenth. Does your company have a diverse staff? Do you make charitable contributions? Do you volunteer in your community? They want to know the money they spend is supporting the values they hold close.
Gen Z is an innovative, powerful group of individuals who are changing the world of marketing. If you’re worried that you won’t be able to connect with this group, we’re here to help! Schedule a free video chat today to see how Alpha Moose can connect you to audiences of all ages and maximize your marketing power.
