Marketing to Generation Z
Posted: Mon Dec 09, 2024 8:35 am
As Generation Z , also known as “centennials,” is entering the workforce and influencing household purchases, it’s important for businesses to consider how to target this group with their marketing strategy. This generation comprises those born between 1997 and 2012. There is a wide range of data on the preferences and behaviors of this age group, as it includes everyone from those in elementary school to those looking for work. Still, it can be useful to find general trends among this group so that businesses can gain loyal customers.
Firstly, Gen Z has fewer closed groups when it comes to preferences, lifestyles and opinions. They can move more easily between these groups and are more open-minded due to their greater access to diversity. With this openness, many young people are willing to try new experiences. This opens up an opportunity for campaigns to offer new adventures, but they must present diversity through these advertisements so as not to exclude a particular group.
Generation Z has grown up in a digital environment where they can quickly access information and have developed technological skills. Most of these young people choose the mobile phone as their preferred electronic device. Therefore, when companies offer mobile services and technological opportunities, they can directly interact with the “centennials”.
In addition, the IBM Institute for Business Value surveyed parents and 93% of them said that their young children and teenagers have at least some influence on family spending. Therefore, companies' marketing campaigns can also appeal to younger consumers, as they can express their desires and influence family purchases.
Despite all the time they spend online, they place a high gambling data singapore value on protecting their personal and financial data. Companies must demonstrate their efforts to provide this security when requesting information from these users.
Generation Z also uses its online presence for social movements. They express their opinions and grievances through digital media, but also through traditional efforts. These can take the form of street mobilizations or other types of demonstrations.
Advice for companies
Considering the trends of this generation, there are special efforts that companies can make to target this audience. First, when offering mobile apps and services, companies should prioritize a fast and easy user experience. If these users are on the mobile app, they want a good shopping experience or else they will switch to another company that works better. Centennials also don’t like to wait. If the user experience is slow and apps don’t load quickly, this will also encourage them to switch companies.
Generation Z is looking to start businesses or share their ideas from a young age. Therefore, companies can encourage this entrepreneurial spirit by asking them for their ideas and opinions. These responses should be implemented in the development of new products and services. This way, consumers can see that companies value their ideas and are more likely to return to the company in the future.
Unlike previous generations who focused on brands, this group cares more about the quality of products. Companies can then emphasize quality within their stores to win customers from this age group.
As mentioned, Gen Z members care about social issues and will trust brands that align with their beliefs. Companies can organize campaigns or events to contribute to these social movements. As long as the efforts are genuine, the group is likely to value this work and consider the company for future purchases.
Overall, companies need to embody leadership, relevance, efficiency, and building trust with their consumers. When they ask for data, they need clear privacy policies and transparency in data usage. Users should be able to choose when and how to share their data, so that they can directly contribute to the user experience. When Gen Z users have the opportunity to also contribute to the company’s efficiency by sharing their opinions on the shopping experience, they are more likely to become loyal customers.
To learn more about marketing strategies for specific audiences, FUNIBER sponsors a variety of program opportunities in this area. Some of these courses are the Master in Strategic Marketing Management and the Master in Digital Transformation .
Firstly, Gen Z has fewer closed groups when it comes to preferences, lifestyles and opinions. They can move more easily between these groups and are more open-minded due to their greater access to diversity. With this openness, many young people are willing to try new experiences. This opens up an opportunity for campaigns to offer new adventures, but they must present diversity through these advertisements so as not to exclude a particular group.
Generation Z has grown up in a digital environment where they can quickly access information and have developed technological skills. Most of these young people choose the mobile phone as their preferred electronic device. Therefore, when companies offer mobile services and technological opportunities, they can directly interact with the “centennials”.
In addition, the IBM Institute for Business Value surveyed parents and 93% of them said that their young children and teenagers have at least some influence on family spending. Therefore, companies' marketing campaigns can also appeal to younger consumers, as they can express their desires and influence family purchases.
Despite all the time they spend online, they place a high gambling data singapore value on protecting their personal and financial data. Companies must demonstrate their efforts to provide this security when requesting information from these users.
Generation Z also uses its online presence for social movements. They express their opinions and grievances through digital media, but also through traditional efforts. These can take the form of street mobilizations or other types of demonstrations.
Advice for companies
Considering the trends of this generation, there are special efforts that companies can make to target this audience. First, when offering mobile apps and services, companies should prioritize a fast and easy user experience. If these users are on the mobile app, they want a good shopping experience or else they will switch to another company that works better. Centennials also don’t like to wait. If the user experience is slow and apps don’t load quickly, this will also encourage them to switch companies.
Generation Z is looking to start businesses or share their ideas from a young age. Therefore, companies can encourage this entrepreneurial spirit by asking them for their ideas and opinions. These responses should be implemented in the development of new products and services. This way, consumers can see that companies value their ideas and are more likely to return to the company in the future.
Unlike previous generations who focused on brands, this group cares more about the quality of products. Companies can then emphasize quality within their stores to win customers from this age group.
As mentioned, Gen Z members care about social issues and will trust brands that align with their beliefs. Companies can organize campaigns or events to contribute to these social movements. As long as the efforts are genuine, the group is likely to value this work and consider the company for future purchases.
Overall, companies need to embody leadership, relevance, efficiency, and building trust with their consumers. When they ask for data, they need clear privacy policies and transparency in data usage. Users should be able to choose when and how to share their data, so that they can directly contribute to the user experience. When Gen Z users have the opportunity to also contribute to the company’s efficiency by sharing their opinions on the shopping experience, they are more likely to become loyal customers.
To learn more about marketing strategies for specific audiences, FUNIBER sponsors a variety of program opportunities in this area. Some of these courses are the Master in Strategic Marketing Management and the Master in Digital Transformation .