Generation Z , often referred to as GenZ, is a demographic group of people born between 1997 and 2012. This generation is known for its diversity, high connection to technology, and entrepreneurial spirit.
We also call them digital natives, as they were born with mobile phones. This makes them more adept at using new technologies and they use them with ease and enthusiasm. It is therefore not surprising that this generation is quite different from the previous ones.
Interesting facts about GenZ:
Representatives of this generation have an attention span that is only 8 seconds long on average – Millennials have an attention span of 12 seconds.
In 2022, their purchasing power amounted to 50 billion euros - and together with their parents' money, as much as 700 billion euros.
It's possible that their brains work faster than ours.
During the pandemic, they were more careful than the rest of the population.
They will probably be the most educated population of the last century.
They are important consumers who strongly influence market trends and business strategies.
Here are the key characteristics of GenZ consumer behavior:
Before making a purchase, they carefully research products online, looking for the best deals and checking reviews and opinions from other users.
Despite their frugality, 64% of GenZ are willing to pay more for eco-friendly products.
73% of them only buy products from brands they believe in and that align with their values.
As many as 97% of Gen Z use social media to research products and services they want to purchase.
They value authentic brands that communicate openly about their practices and values.
They value brands that foster a sense of community and enable connections between users.
They prioritize experiences over material goods, meaning they prefer to invest in events and experiences rather than physical objects.
They want to participate in creating positive change in the world, so they support uk mobile phone database brands that have a clearly defined social responsibility.
They value security in both physical and digital terms, which means they expect high standards of privacy and data protection from the brands they work with.
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1. Generation Z and social media
Generation Z uses each social media channel for a different purpose:
They use Instagram to show off their ambitious lives.
Snapchat to share their daily lives.
They use X (formerly Twitter) to follow the news.
They use Facebook for general information .
And let's not forget TikTok , Twitch, Reddit, and Discord, where they spend time following their favorite influencers.
Generation Z demands more authenticity.
Generation Z needs a deeper connection with the product/service and not just superficial sales. The strategy must be adjusted so that the content is short, visually appealing, entertaining and that it evokes feelings of urgency, excitement and belonging in the consumer. For these reasons, a huge number of brands are choosing to market through the TikTok platform, which offers exactly this.
They want to see the real, unfiltered world in advertising and product presentations . To connect with this generation, your marketing campaigns need to include authentic and credible representations of diverse people and communities.
Although GenZ often look for inspiration online through platforms like Instagram, TikTok, and Pinterest, they still value unique and one-of-a-kind physical shopping experiences . To attract young shoppers, especially Gen Z, you need to incorporate innovative strategies and elements into your stores. Think about interactive elements, special events, personalized services, and other activities that offer more than just shopping. It’s about creating a unique experience that can’t be replicated online. With this approach, you can create a deeper connection with consumers and enhance their overall shopping experience.
2. What marketing strategies can you use with GenZ?
1. Combine nostalgia with modern elements.
GenZ appreciates trends and styles from the past, but is attracted to them when they are presented in a fresh and updated way.
Here are the key points of this strategy:
Revive past trends: You can grab attention by reviving fashion, music, and cultural trends from the past.
Add a modern touch: It's important to intertwine these nostalgic elements with modern designs, technologies, or concepts that are fresh and relevant.
The appeal of nostalgia: GenZ enjoys the feeling of nostalgia that connects them to past eras, but they want those memories to be adapted to modern tastes and standards.
Combining the old and the new: For a successful marketing campaign, you need to be able to cleverly combine elements of the past with current trends, which will create an attractive and unique product or experience.
2. UGC is king
User-Generated Content (UGC) is a great opportunity for effortless marketing. UGC provides authentic, unfiltered insight into customer experiences, which is great for appealing to the distrustful Gen Z. When you include this content in your strategy, you align yourself even more with the values of young people and thus create mutual trust, which is reflected in sales.
Here are some key points of this approach:
GenZ trusts content created by real people more than traditional ads. They find content from peers and real users more authentic and credible.
Authenticity is extremely important to Generation Z. User-generated content feels personal and genuine, which increases brand credibility.
Instead of searching for product information on Google, young people are turning to TikTok, where real users share their experiences. This indicates a shift in the way GenZ searches for and obtains information.
User-generated content is not just a trend, but a key part of GenZ’s decision-making process. User-generated content offers them insights and recommendations that they trust more than traditional sources.
User-shared content is a strategic move that helps you build a deeper connection with GenZ, recognizing their need for authenticity and real information.
3. The content you create should contain details
To attract and engage Generation Z, invest in content like in-depth articles, videos, and podcasts.
Here are the key points of this strategy:
GenZ enjoys content that delve into topics, dissects issues, and tells stories. They like to delve into content that offers more than just a superficial understanding.
Long-form content, such as 30-minute documentaries, longer podcasts, and in-depth articles, are very popular among GenZ. These formats allow for in-depth exploration of a variety of topics.
They value content that helps them better understand the world around them and think critically about different topics.
4. Personalized and sincere approach
To gain the trust of Generation Z, we need to think like they do – globally and forward-thinking. We need to be aware that Gen Z is likely to have long-held opinions about everything.
When communicating, it is therefore necessary to treat them individually, aware that each person is unique, just as their style, hobbies, and creativity are unique.
That is why brands that create communication campaigns based on a personalized and sincere approach, direct insight into their work, and sophisticated content are becoming increasingly successful today.
Here are the key points of this strategy:
GenZ expects interactive digital experiences. These include quizzes, surveys, interactive videos, and games that allow users to actively participate.
Young people value experiences that are tailored to their individual needs and interests.
To effectively market to Generation Z, you need to know and understand new social media platforms like TikTok and Pinterest. These platforms offer insight into what young people want and need.
We are entering a new era of marketing, where traditional advertising is becoming less effective at appealing to a new generation characterized by shorter attention spans, strong opinions, distrust of authority, a need for community, and a fatigue with the traditional approach.
Therefore, it is crucial to adapt to the changing needs of this generation and develop new marketing strategies, as this is the only way they will be able to continue to successfully appeal to future generations of consumers. In addition to Generation Z, there is also the younger Alpha generation, which will bring new changes to marketing.
We need to think about the future now and adapt our strategies for the next generation of young people.
New statistics have come out that show that Generation Z has changed the marketing funnel. The most significant change is the shift from a linear purchase process (AIDA model), to exploration, the importance of community and loyalty. Young consumers today are looking for more than just a product; they want belonging and a deeper connection with brands.
I will tell you how to specifically sell to individual generations today and how you can simplify your work with new tools such as Chat GPT 4o and Canva (Canva magic) in a 3-hour webinar on June 19th at 6 pm.