4 Ways Marketing to Generation Z is Different than Marketing to Millennials

By Jasmine Glasheen. 

Each generation that steps into the forefront of the economic stage brings with it a buying mindset. Once they infiltrate the workforce and become the biggest spenders, retailers cater marketing dollars towards what appeals to their collective psyche. But why wait until the next generation peaks in buying power to begin your outreach efforts? Generation Z is roughly known as those born between 1995 and 2010 and Start your marketing to Generation Z now to create a relationship that will become more lucrative as they grow in spending power.

For the past few years we’ve been focused on exploring the millennial mindset because Generation Y is peaking in buying power. As a millennial myself, I’d like to personally thank you for all of the marketing attention, but Generation Z is gearing up for their place in the limelight. They currently wield 44 billion in buying power and it’s time for retailers to cater advertising towards this burgeoning group. Still, there are a few key differences between Generation Z and their (noble) predecessors to keep in mind throughout your marketing efforts.

Make it Quick

There’s been a lot of talk about millennials being digital natives lately, but most millennials grew up before computers became mainstream. Generation Z is the first truly digitally native generation. They are more comfortable multitasking and splitting their attention between multiple screens than waiting for an image to load. Advertisers have 8 seconds or less to capture this generation’s attention and get their message across, which means utilizing visual platforms alongside small bits of snackable content.

For inspiration, check out iVine, the popular Gen Z video sharing app which is known as the “six second platform.” Also check out Youtube ads, where advertisers have 5 seconds to capture viewers’ attention and name drop their brand before the viewer has the option to skip out of the ad.

Oversharing Economy

The next generation is over the secrecy. Having grown up in a time of increasing corporate transparency and divisiveness, Gen Z expects to drawn to retailers based on their values and CSR as much as well as the lifestyle they’re selling.

This generation wants to see “real people” on tv and social media. They are more likely to identify with a blogger talking openly about their personal experience with a product than with a windblown celebrity touting the product’s benefits.

Likewise, Gen Z is multi cultural. They will be more drawn to realistic images of a diverse modern family than to sterilized images with a white picket fence. This is a common thread between both generations: 52 percent of Gen Z and Gen Y state that honesty is the most important quality for being a good leader.

Self Teachers

Generation Z is made up of self-starters with entrepreneurial spirits. While millennials are known to be a generation of optimists, Gen Z expects to work for their success. Although ½ of Generation Z intends to get a college education, compared to ¼ of millennials, they put less stock in higher education. Having watched their predecessors struggle with the financial burden of higher education, Gen Z puts more stock in what they can learn on the internet.

Help Generation Z teach themselves by offering video classes and demo clips showing how to use your products. Interact with your Gen Z audience on social media and for God’s sake, create a Snapchat account already!

Power of People

Although Gen Z is independent, they thrive off of collaboration. A smaller percentage of Gen Z feels the need to communicate in person than their Millennial counterparts, but Gen Z puts a very high premium on creativity. Preferring to be worked with than advertised to, this generation is more interested in a product when they’re able to take part in creating it.

Gain Gen Z’s loyalty by empowering them to participate in your process. Crowdsource designs whenever possible, even if you’re just printing 100 hoodies with a local artist’s graphic. Offering this generation a creative outlet will go a long way towards increasing customer engagement. Give these customers incentives for referrals and feedback. A handful of peer recommendations will give you more traction with this demographic than thousands in marketing dollars ever could.

Generation Z is often touted as “Millennials on Steroids.” This means that while Millennials and Gen Z share many of the same values — transparency, philanthropy, information sharing and autonomy — Millennials grew up in a world unaccustomed to such demands, while Gen Z will settle for nothing less.

Jasmine Glasheen is a Freelance Writer and Retail Strategist. A panelist on RetailWire’s BrainTrust, Jasmine has been quoted both in Forbes and in RetailDive. When she’s not waxing poetic about retail, you’ll find her doing kundalini yoga and guzzling kombucha. Follow Glasheen on Twitter here or connect with her on LinkedIn here.