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Gen Z Marketing: Transition Your Approach to Reach Younger Customers

Before you start a Gen Z marketing investment, it is crucial to know the foundation of this demographic.


Generation Z is the demographic group that comes after the Millennial generation. Although there is no universally agreed-upon start and end to the birth year range, most people place Gen Z as being born from the mid-1990s to the early 2010s.


What makes this group unique is their designation as the first group to grow up with easy access to digital technology from childhood. That includes the Internet and mobile devices.


Gen Z is set apart from the other generational demographics because they are tech-savvy and socially aware. They value individual expression.


These young consumers grew up (or are growing up) in a world shaped by economic uncertainty, climate change, and social media. These elements give them a unique perspective on life’s challenges and opportunities.


What You Need to Know About Gen Z Consumers

Gen Z consumers freely share their desires and preferences. When your brand and business are willing to listen to that information, the marketing process is easier to implement.


That work starts by reviewing the statistics of Generation Z customers. There can be changes at the local and regional levels to some extent, but the following data points apply to the entire demographic.


  • Over 98% of Gen Z individuals have a smartphone and spend an average of 4.2 hours per day on their devices. That suggests mobile marketing is a crucial channel to use for reaching them.
  • About 74% of Gen Z prefer shopping online to going to a physical store. However, when they do go in-store, they often use their phones to compare prices and read reviews.
  • Approximately 4 out of every 5 Gen Z consumers are influenced by social media when making buying decisions, especially with visual-based platforms like TikTok.
  • Around 60% of Gen Z customers say they would stick to a brand that aligns with their values, even if cheaper options are available.


Two-thirds of Gen Z consumers are price-sensitive, so they’ll jump to another brand if the value is there. These customers seek discounts that help them solve problems and are willing to pay more to stick with a company they trust.


That’s why investing in Gen Z marketing opportunities now makes sense. By transitioning your approach to those wants and needs, you can tap into this demographic.


How Can I Incorporate Gen Z Marketing?

Gen Z consumers have unique preferences and needs, just like every other generation that came before them. Your business can authentically communicate value to this audience when you make appropriate outreach efforts.


It starts with authenticity. Instead of focusing on the hard sell, be genuine. People are more likely to connect with you when they can relate to your story and the company you strive to be.


Here are a few additional ideas to consider as you tailor your marketing approach to reach younger customers.


1. Visual Content for Gen Z Marketing

Generation Z loves video and visuals. Think about how you can incorporate this into your marketing. Use memes, GIFs, and emojis if those elements fit with your brand’s vision and communication profile.


Additional options include polls, quizzes, and interactive videos. When your brand becomes visually memorable, you’re more likely to win over the prospects who have yet to decide how to proceed.


Here are some principles to consider when generating visual content for Generation Z to review when getting to know your brand.


  • Choose fonts that are readable and fit your desired vibe. Try to be consistent with the design, keeping the differences to a minimum.
  • Balance your visuals by considering the rule of thirds, symmetry, or asymmetry. This practice makes the content pleasing to the eye.
  • High-resolution images and graphics are a must. You don’t want your visuals to be pixelated!
  • Keep a cohesive colour scheme to maintain consistency. Every shade can convey a different message, so choose wisely.


2. Social Media for Gen Z

Use platforms popular with Gen Z, like TikTok or Instagram, but don’t just advertise to generate attention. People want you to engage with them through comments, tags, and other tools.


Gen Z values well-crafted, meaningful content. It helps to create high-quality posts that offer value instead of spamming everyone with something simple. It’s not about quantity!


Then, become familiar with the terminology, trends, and memes that resonate for this generation. When using them for your brand makes sense, incorporate the content into your social media posts.


These bullet points can help you refine your processes to reach Gen Z on your social media platforms with authenticity.


  • Always include a clear call to action. Whether it’s “Learn More” or “Shop Now,” guide the audience on what to do next.
  • Partner with influencers or complementary brands to reach a broader yet targeted audience.
  • Use social media as a platform for customer support. Quick responses can make a big difference.
  • Keep an eye on metrics like engagement rate, click-throughs, and ROI to adapt your strategy to changing consumer environments.


Finally, it helps to think about how your social media content displays on mobile devices. Gen Z marketing must focus on responsive formats and templates to ensure your messaging is easily seen on multiple screens.


3. Incorporate UGC

UGC (User-Generated Content) delivers a positive first impression because Gen Z wants to know what to expect before engaging with your business. By encouraging happy customers to share their experiences online, you’ll tap into the benefits of peer reviews. Younger shoppers trust this information more than standard advertising.


Your business can transition your marketing in this category in several ways to increase your Gen Z marketing opportunities.


  • Customer Spotlights: Feature customer testimonials, stories, or product uses on your social media or website.
  • Hashtag Campaigns: Create a unique hashtag and encourage customers to share their experiences using it. Once it starts gaining traction, you can promote it across various channels, including email.
  • Influencer Partnerships: Collaborate with micro-influencers who resonate with your brand. Their posts about your product or service can act as user-generated content you don’t need to create!
  • Community Forums: Create a place where people can freely discuss your business without interference. Facebook groups, subreddits, and similar spaces encourage discussions that often lead to actionable insights.


It is critical to receive permission before sharing content from someone else. Your campaigns in this space should be clear and straightforward to encourage participation. When the process is fun and engaging, you’ll be more likely to maintain interest in your Gen Z marketing efforts.


4. Fast Sound Bites for Gen Z Marketing

Gen Z consumers have a shorter attention span where you can present your business’s value proposition. That first impression needs to be as streamlined as possible to ensure the entire message is heard.


The easiest way to start this transition is to refine the elevator pitch. Instead of assuming you have 30 to 45 seconds to convey why you’re the best product or service out there, shorten that time to eight seconds.


This generation wants things right away. A streamlined buying process and fast shipping can really make a difference when setting yourself apart from the competition with your marketing efforts to this audience.


Along those lines is the idea of providing an experience instead of a product. Young adults value more than ownership, so give them something memorable for their investment in you.


Here are some strategies to help convey information in easily consumable ways.


  • Compose shorter sentences with less complexity to make the content easier to scan.
  • Use bullet points and numbered lists to highlight specific information points.
  • Implement Reels and short videos to demonstrate value.
  • Eliminate the fluff and focus on the specifics.


Try to give your Gen Z marketing prospects a quick sound bite on why your expertise shines. Offer evidence that they can follow up with additional research if they desire. From there, the organic process of supply and demand takes over, putting the decision in that person’s hands.


5. Personalise Everything

If you can personalise the user experience in any way, that’s a big plus. Younger shoppers want to be seen and heard, so they pay more attention to the brands that display active listening skills through product and service development.


Before identifying how to create personal interactions, you need to know what everyone wants. That means your focus needs to be on data.


Use analytics to understand what content resonates with your Gen Z audience. Tailor future posts and promotions accordingly so that you can match what people say they want through clicks, heat maps, and other information.


For those with a global audience, consider developing a personal message that caters to this generation’s local trends and cultural nuances. A loyalty program can accomplish this by incorporating member-only events or birthday discounts.


You can use storytelling to create connections. It makes your brand human, allowing for deeper relationships to form with each interaction.


6. Gen Z Marketing and Social Responsibility

Today’s younger shoppers care about their communities and the environment. They want to work with companies that reflect their values through more than mere lip service. What are you doing as a business to make the world a better place right now?


This process starts when you understand what causes align with your brand’s values and mission. It must be more than just a marketing tactic. There needs to be a genuine commitment!


Be open about your efforts. Share both successes and challenges. Honesty builds trust within your Gen Z marketing efforts.


Whether using eco-friendly materials or reducing waste, adopting sustainable business practices can speak volumes. Engage in local initiatives to give your team volunteer opportunities.


People can spot a disingenuous effort from a mile away. Make sure your actions align with your messaging.


7. Consistency and Transparency

Anyone can say they’re being authentic and call it a Gen Z marketing effort. What your customers want to see is a demonstration of your commitment through consistent actions and transparent communication.


Ensure your branding, tone, and actions align with your core mission and values. Be willing to acknowledge mistakes, even if they hurt a little, because the goal is building more trust.


Once you’ve taken those steps, try incorporating these additional ideas to transition your marketing approach for a Gen Z audience.


  • Be Ethical: Stand up for what you feel is right, even if it is not the most popular opinion online today. Your values matter, and they should extend into your business practices.
  • Direct Engagement: Respond to comments, messages, or reviews individually rather than using automated or generic replies. The personal touch makes a difference.
  • Show Who You Are: Offering a glimpse into your processes, workspace, or daily business activities can make your brand feel more relatable.
  • Seek Feedback: It helps to show more than lip service to your desire to know what your customers think. When genuine responses provide places for you to change or grow, implement changes that make sense. Doing so allows your audience to know their voice matters.


Consistent exhibition of these strategies will naturally communicate your authenticity, but the results will take time to build. This Gen Z marketing effort is not a one-off campaign. Keep things real, be patient with the process, and your audience will eventually see and appreciate your efforts.


Why Choose to Start Marketing to Generation Z?

Gen Z marketing might require different communication approaches, but the rewards for making this investment are profound. You can tap into a new demographic or be more efficient in how your value proposition demonstrates worth to an existing audience.


Although this generation has less buying power than older adults, their worth should not be underestimated. They are interested in what you have and help your brand go viral with a single tweet or video.


If you win them over now, you could have a loyal customer for decades. It’s an investment in future market stability.


Gen Z also loves trying new things. If you’ve got an innovative product, they’re your go-to audience.


That’s why your Gen Z marketing approach needs to be refined today. As more young adults become active in your marketplace, today’s efforts become tomorrow’s sales opportunities.

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