Bye Bye Millennials, Hello Gen Zers

23 August 2022 | Newsworthy

What sets Gen-Z apart?

These girls and boys grew up with a mobile in their pockets and all imaginable sources of information at hand, as well as rapid ways of solving problems. This generation did not have to adapt to a world dominated by screens, as Baby Boomers or Millennials, who lived the drastical technology evolution in front of their eyes, did. Gen Zers grew up with different socialization methods, they are versatile and multitasking, and they can have conversations with several people at the same time while carrying out other activities. They go from one screen to another in a snap, and you could say they live pending on their smartphones.

Strengths and weaknesses

Those are the reasons why this very creative generation makes quick decisions and looks for the best solutions; they are highly entrepreneurial, much more informed, and less prejudiced. Also, the fact that they have had to live one of the most critical moments of global warming has made them profoundly concerned about the environmental issues and they are betting on new ideas on how to change the course of things, just like the famous Greta Thunberg.

However, their greatest strengths can also become their weaknesses, as they happen to have a low attention span and some personal relationship problems. They usually have a hard time socializing in person and lack communication skills.

Why should I take a look to Gen-Z?

Let’s review a piece of data: in 2019, Gen Zers outnumbered Millennials, representing 32% of the world's population.

As this generation is gaining more and more ground in the working place, this is the perfect moment to rethink marketing strategies and adapt them to the Gen Zers needs. One of the things that sets them apart from their predecessors is their urge of changing the establishment, which tells us they are an audience that is constantly looking for everything that makes a difference, and this is crucial.

Here are some facts that every marketer should know about Gen Zers:

● Your strongest communication channel with them is social media, especially through the smartphone, as they spend around 11 hours a week on their devices.

● 60% of them are “very likely” to use VR increasingly in their daily lives.

● 62% of them have an Instagram account and 60% of them use YouTube.

● In terms of time, they pay less attention to content than Millennials: eight seconds (four seconds less than their predecessors).

● During their purchases they are looking for experiences, so they prefer aesthetically pleasing stores.

● Social networks influence 80% of their purchases.

● They tend to be much more conceptual, symbol oriented when it comes to content and are increasingly attracted to a visual experience.

● They are interested in versatile brands that seek to solve problems in a simple way.

● They are more attracted to brands that take action in favor of the environment.

● They are more informed consumers. They know what they want and look for transparency in the information given to them.

● Their offline purchases are based on their online browsing.

What should I look for in Gen-Z oriented marketing?

● Keep in mind that this generation is the most informed to this day. They’ve had unrestricted access to information since they were born, so never underestimate their knowledge. Try always to give them new, useful, and attractive information.

● Your brand should have a consistent well-defined corporate image in order to attract Gen Zers. It should also reflect honesty and confidence.

● Values will be vital, since ethical issues are critical for them. They are more likely to choose a brand that shares their vision and values.

● Authenticity will be another important element in getting the attention of a generation that rejects classic advertising models.

● Transparency is vital.

● Place your bets in eye-catching designs and witty slogans.

Adaptation

Having a good understanding of your audience is the best way to get closer to them. This generation moves us towards new challenges and into more segmented marketing strategies, which require an adapting process on our side. Our advice is to see each new generation as a new learning process to improve your marketing skills.