Understand some defining characteristics and values of Generation Z.
Comprehend what platforms this group tends to frequent.
Arm yourself with 5 strategies to fine-tune your marketing efforts for a greater impact on Gen Z shoppers.
Generation Z shoppers currently range from 11-26 years of age. And, as the generation with the third-highest population in the US, it’s a demographic group that should be on your marketing radar if it’s not already.
As the members of this group grow up and start careers, it’s vital that you adapt your marketing messages and strategies to welcome this new wave of customers. Join us as we explore the two subgroups of Gen Z, what this group values in marketing, and how to tweak your marketing to cater to Gen Z shoppers.
Meet the Two Subgroups of Gen Z
From a marketing perspective, it helps to think of Gen Z in two subgroups: 1. minors who don’t have jobs but still influence parents’ purchasing decisions and 2. young adults who have jobs and are starting to enjoy purchasing power. If you want your marketing to connect with both subgroups, it’s important that your messaging speaks to the young Gen Z individuals and their parents, as well as the older Gen Z individuals who do their own shopping.
What Gen Z Shoppers Value in Marketing
- Brands that are actively selling on social media. According to a recent data from Statista, 63% of American Gen Z shoppers purchased an item they’d seen before on a social channel.
- Brands that are diverse and inclusive. Nearly half of Gen Z is comprised of racial or ethnic minorities, according to Pew Research. Approximately 60% of Gen Z believes there should be additional gender options on forms and online profiles.
- Brands that are ethical. Gen Z isn’t afraid to hold brands accountable for actions they perceive as immoral. Per The Harris Poll, 50% of this groupsay they’ve called out a brand for unethical behavior.
- Brands that are eco-friendly. Per Forbes, 75% of Gen Z consumers prioritize sustainability rather than brand name when choosing to purchase from a company.
- Brands that offer individualized experiences. Personalization is a must for Gen Z shoppers. Per Statista, 57% of them value personalization and 45% of them tend to leave a website if it fails to predict their preferences, needs, and desires. They seek unique customer experiences, checkout processes, and multimedia communication, as well as products and services that speak to them.
Some Popular Platforms for Gen Z
Gen Z is a digital-first and highly visual demographic that connects well with short-form video. Instagram, YouTube, and TikTok are great places to start expanding your customer base to include Gen Z shoppers. Per Harvard Business Review, you might also want to include channels such as Twitch, Discord, Fortnite, and Roblox.
What This Means for Your Marketing Strategy and Techniques
Here are 5 suggestions to hone your business’s marketing so your brand appeals to Gen Z consumers.
1. Personalize shopping experiences on multiple platforms.
The in-store experience can be highly personalized. The same is true of social media and online advertising, where targeting tools can be used to pinpoint specific audience segments. However, when the ads work and the shopper takes the next step to visit the business’s website, customization often stops. Ensure that each aspect of your website and every social channel you use is as personable and personalized as possible.
2. Individualize your website.
Creating a personalized website can be as simple as delving into your data. Every time a visitor comes to your website, their behaviors are recorded; over time, these records reveal shopper preferences and trends.
While it’s not yet possible to deliver a completely unique experience for each visitor, smart websites can currently learn from a retailer’s existing customer base enough to create highly tailored experiences that satisfy more than one audience segment. The technology to make this happen is now becoming available to and affordable for small business owners, preparing them to satisfy today’s customers as well as tomorrow’s. Some examples of website personalization take the form of customized push notifications, recommended products based on products the customer was browsing, and tailored CTAs that address buyers at different stages of the buyer journey.
3. Personalize your messaging.
Use your customers’ first names in business correspondence whenever possible. This goes for both texting and emailing. You can also set up trigger emails that suggest products or offer special discounts based on a shopper’s browsing history or past purchases.
4. Embrace (and proclaim) eco-friendly, diverse, and inclusive values.
Does your small business use only products that are sustainably sourced? Explicitly declare it on your website and in product descriptions. Does your enterprise help support nonprofits that are promoting gender and racial equality? Communicate that to your audience.
5. Be active on the platforms that Gen Z prefers.
As mentioned before, being present on the platforms popular with Gen Z is a must. So, if you haven’t ventured into channels like TikTok or Instagram, now is the perfect time to do so! (And don’t hesitate to contact a TTG pro for extra coaching as you learn the ropes of this new platform.)
Gain Digital Clarity for a Sharper Focus on a Gen Z Audience
Not sure your website or communication methods are as personalized as they could be? Know you need to step up your social selling and/or expand your social media channels but not sure where to start? Take advantage of a Digital Audit Package from Technology Therapy® Group.