Generation Z – a generation not born just on the web, but born into social media at their fingertips. They use iPhones and iPads before they begin preschool. They are the generation who has already begun to dictate how we as brands market ourselves across social.
Let’s first define Generation Z and their preferences/behaviors:
- Born in 1995 or later (although there are some sources that say after approximately 1990).
- Dictate family purchases
- Expect transparency and honesty from brands
- Choose a product over a brand
- Choose to turn off geo-targeting over privacy settings
- Communicate in images over text
- Prefer social channels such as Snapchat
- Entrepreneur-minded
- Want to change the world
- Care how they spend their $ (more than their millennial counterparts)
- Multi-task with up to 5 screens at once
- Prefer curation over sharing
- Want to be successful over discovered
Sounds great, but now what? Generation Z means we need to change, tweak, and focus our marketing in new ways once again. If Generation Z is your brands ultimate target (if not today, then maybe 5 years down the road), then you need to start adapting and evolving now. Be ready for when your brand is of their consideration.
Consider the following tips for today, as you move forward:
- Focus on image based content
- Use multiple social channels, especially channels which are more visually focused (i.e. Snapchat, Instagram)
- Do not delete or ignore poor commentary by the audience; face them head on.
- Allow your content to be curated across social platforms (i.e. Polyvore, Wanelo)
- Give them a microphone for expressing their views and educated thoughts
- Help them with their causes, or give them a new one
This is just the beginning. As Generation Z continues to grow, adapt and determine our new technology, and challenge brands by saying what they want as the best product ever…marketing will continue to evolve. We must continue to observe this generation’s consumer habits and everyday behaviors when it comes to content consumption, technology adoption, and of course how they prefer to engage with one another, and our brands.
Image Source: Business Insider
Further Reading: http://www.businessinsider.com/generation-z-spending-habits-2014-6 http://mashable.com/2014/08/20/generation-z-marketing/ http://www.telegraph.co.uk/news/features/11002767/Gen-Z-Gen-Y-baby-boomers-a-guide-to-the-generations.html This post was originally written for Marketing on the Rocks.