Wise business owners are learning to attract Generation Z buyers by understanding their common traits. Gen Zers were born between 1997 – 2011, and the eldest is in their mid-20s. They are starting jobs, buying homes, marrying, and becoming parents. Over the next ten years, they will significantly impact business marketing.
To attract Generation Z buyers, you need to understand them. The research is interesting for this group:
- 63% say success is important to them
- 61% want financial security.
- 39% don’t drink alcohol
- 45% Prone to anxiety
- Only 1 in 3 are comfortable talking about mental health.
- 3 out of 10 use mobile apps to track spending.
- Investing is essential to many.
- Many fear for the environment’s future but are not big on recycling.
- Speaking up is harder for them than for Gen X and Baby Boomers.
- Less Gen Zers want their lifestyles to impress others.
- Many are looking for less perfection on social media.
- Diversity & Inclusion is more important than fashion or reputation.
The effects of the pandemic have weighed on this group. Failing to attract Generation Z Buyers can be a misstep for many marketing strategies. The pandemic has significantly impacted areas of their life like having fun, maintaining mental and physical health, happiness, pursuing a career or education, sustaining relationships with friends, pursuing passions or hobbies,
As Gen Z has emerged at a time of unprecedented change, brands must ditch outdated perceptions that Gen Z isn’t any different from millennials and adapt new strategies to engage with them successfully.
These socially-savvy people make friendships based on their generation and not geography due to the reach of the internet. As a highly social activity, gaming allows them to interact with people they know and meet new ones simultaneously.
Gamification of your content is a great way to get them to interact with you because gaming is important to them. Try branded minigames on platforms like Snapchat, bitesize in-app rewards, progress reports, trivia quizzes, polls, or Q&A sessions. The possibilities are endless, and can work within any budget. You can learn more about the benefits of gamifiying your social media in this article.
This generation has grown up with technology in the palm of their hands.
- 51% find products on social.
- 31% follow influencers.
- 1 in 3 worry about personal data online.
- 39% mainly listen to podcasts.
- 97% stream shows monthly.
- They love Instagram, while TikTok usage is rising.
The top concerns of consumers in the US are typically health care, infectious diseases, or gun violence; however, climate change is the top concern of Gen Z (44%). Other societal challenges concerning them are diversity, environmentalism, sustainability, and world hunger. Therefore, they are looking for companies with corporate social responsibility statements that include diversity, equity and inclusion, reducing environmental impact, increasing community outreach, promoting sustainability, and eliminating prejudice and corporate bias. In addition, Gen Z wants to know that the companies they support align with their values internally and externally.
If you are working with a different generational target market, you can find out more about them in the previous blog post.
