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According to the latest research by Bloomberg, Generation Z will account for 32% of the global population in 2019. This means they will outnumber Millennials and become the most populous generation.
Both generations are tech-savvy. However, there is a significant age difference between them: Millennials are 21 to 37-year-olds, and Gen Z are those younger than 21, born after the mid-90s. This means that Gen Z were pretty much born holding a device. They have never known life without the internet. And they see the world very differently from generations before them. They are far more engrossed in tech than even Millennials: mobile internet, apps and social media are all second nature to them. In fact, Gen Z are the biggest content consumer. According to Adobe’s latest research, the daily average for content consumption in the UK is 6.9 hours, but Millennials spend 8.5 hours consuming content across all devices, while Gen Z spend a whopping 10.6 hours each day.
Until recently, the two youngest generations have been grouped, but marketers need to understand the specific behaviour and needs of Gen Z if they want to tap into the next major consumer group.
Gen Z consume and creates more content online than any other generation. To connect with them, find them on their favourite social media platforms. Known as the social generation, everything that happens to them is a social experience that they want to save and share. So forget traditional marketing and advertising and keep on top of the major digital trends. Post pics, videos and content that resonates with them. Interact with them as individuals and give them access to exciting experiences that they will want to share.
Ensure your tech and design are up to scratch and impressive. Anything less, and this generation will move on. Ensure your tech design enables a flawless experience that is convenient and easy to use. Automation and self-service are important. Mobile-friendliness is essential and should be a priority. Ditch desktop web browsers and emails – invest in native apps like Instagram, Facebook and Snapchat.
Gen Z has lived their entire lives online, and they want so much more than information; they want to be surprised, engaged and excited. Keep them entertained with a variety of content: pics, videos, blogs, polls and anything they can interact with. However, video is the most important medium and should take priority. This is the generation that never uses voicemail and prefers text to email. They are the YouTube/Netflix/Reddit generation that spend their days watching one to three-minute videos on their phones.
Gen Z want to be treated as individuals by brands, so it’s important to tailor their experiences. Brands that communicate with them as individuals and are attentive to their specific needs will win their trust.
Gen Z are determined to create their own style, so brands that enable them to express their individuality and style by customising products and experiences will be popular. A good example of this is ITV’s Love Island. During the series, viewers downloaded the Love Island App, voted for what happened in the show, shopped for outfits worn by contestants and were given options for personalisation on some products, e.g., water bottles featuring their chosen name or message.
Businesses must value purpose over profit to succeed in the future. Just like Millennials, Gen Z are socially conscious and they want to make a difference in the world. Because of technology, they are well-informed and very aware of all the challenges facing our planet. To get their attention, brands must give themselves a greater purpose that is aligned with Gen Z values.
For Gen X, it is all about celebrities. For Gen Z, it’s social media stars that have the greatest influence. In a Think With Google report, 70% of Gen Z YouTube subscribers stated they view YouTubers as more relatable than mainstream celebrities. Brands should look to take advantage of this by using social media influencer marketing.
Just like Millennials, Gen Z values authenticity. Be clear on your corporate values and then make sure you practise what you preach. Gen Z are socially astute and will only support brands whose values they share. But be careful, Gen Z want integrity, and they will sniff out dishonest brands – then let everyone know. It’s important to be transparent; Gen Z need to trust brands.
Gen Z do their homework – they research everything! So make sure you give them the information they want and need. Tell them everything about your company and products – they want to know what they are buying and who they are buying it from. However, with attention spans now shorter than goldfish, brands need to grab their attention fast: communicate your message and value proposition clearly and quickly.
In a poll, 67% of Millennials revealed they would visit a specific website to receive a discount code. Only 46% of Gen Z said they would do this. Similarly, 71% of Millennials claimed an online advertisement had directly led them to buy an item. Just 59% of Gen Z agreed. Additionally, 45% of Millennials reported they enjoyed loyalty programs compared to only 30% of Gen Z.
Selling doesn’t work anymore – it’s all about persuading and referring. Gen Z are interested in the end-game – how will they benefit from this product or experience? Don’t sell the product to them. Instead, sell the success they will achieve by using it. Consumers will value this and feel that the brand truly understands them and their needs.
Gen Z will not consider anything without hearing from others; they are highly influenced by social media. They want reviews, user-generated photos or videos – and lots of it. Encourage customers to leave feedback or upload their experiences and stories.
At Bombora, we don’t just follow digital trends; we help brands lead them. Whether you’re tailoring high-impact live streams for Gen Z or crafting authentic, story-led video content that resonates with Millennials, our team knows how to connect. From influencer-led campaigns to real-time engagement strategies, we’ll help you speak to both generations on their terms, with content that performs.
Want to future-proof your marketing strategy? Get in touch and let’s talk Gen Z.