Getting To Know Generation Z
As marketers, it’s crucial to continuously research and know our ever-evolving audiences. One audience we are still learning about? Generation Z.
But who exactly is Gen Z?
There is some debate on birth years, but most agree that Gen Z’ers are those individuals born after 1995/1996. They are 60 million strong, and currently make up 40% of consumers.
Most importantly though, Gen Z’ers are not just an exaggerated version of Millennials – in fact, they are extremely different given the historical context they grew up in:
Because Gen Z is such a unique audience cohort and will make up such a large portion of the market, it’s important to understand key aspects of their demo- and psychographics so that we may begin to shift how we communicate brands and ideas. Key takeaways include:
5 screens, 8 seconds: Because they’ve grown up in a world with access to information 24/7, Gen Z’ers have extremely small attention spans – 8 seconds to be exact. Even more, they are consistently plugged in to about 5 screens at a time. To account for this, make your content engaging and concise, and be sure to wow them (they expect it) – show value as quickly as possible.
Make sure your website is updated and works on mobile devices. They judge with their eyes first, and if one platform is lacking, they will notice and criticize you for it.
Tailor your marketing posts to each specific platform while keeping the overall message the same – it’s up to you to find the best way to communicate, and remember: each platform has a different purpose. Overall, Gen Z’ers are typically top users of platforms and trends show that they prefer visual content over written word.
Empower them to change the world: Gen Z’ers aren’t as impressed by awards and industry jargon – they are motivated by companies that demonstrate a desire to make a positive impact on the world. They are very socially and politically active and want to be involved in the next movement for change. Don’t just talk about how your company helps others…inspire people to join you.
But who exactly is Gen Z?
There is some debate on birth years, but most agree that Gen Z’ers are those individuals born after 1995/1996. They are 60 million strong, and currently make up 40% of consumers.
Most importantly though, Gen Z’ers are not just an exaggerated version of Millennials – in fact, they are extremely different given the historical context they grew up in:
- Gen Z’ers have been shaped by the recession and are prepared to work hard to create a stable future for themselves. They don’t remember a time when the economy was booming, so they are much more pragmatic and realistic than Millennials.
- Additionally, they grew up believing that acceptance is the semi-norm and are generally more inclusive and tolerant than older generations. After all, they witnessed the election of the first black president and the legalization of gay marriage.
- Gen Z’ers are global citizens. They actually interact with their global peers as the world continues to go online and geographical barriers shrink.
- Technology-wise, Gen Z’ers are different because they are digital natives. They grew up surrounded by advancements in technology and don’t really remember a time when they did not have those tools. They see technology more as a tool than as an obsession. Technological innovation is not as exciting because they have come to expect it.
Because Gen Z is such a unique audience cohort and will make up such a large portion of the market, it’s important to understand key aspects of their demo- and psychographics so that we may begin to shift how we communicate brands and ideas. Key takeaways include:
5 screens, 8 seconds: Because they’ve grown up in a world with access to information 24/7, Gen Z’ers have extremely small attention spans – 8 seconds to be exact. Even more, they are consistently plugged in to about 5 screens at a time. To account for this, make your content engaging and concise, and be sure to wow them (they expect it) – show value as quickly as possible.
Make sure your website is updated and works on mobile devices. They judge with their eyes first, and if one platform is lacking, they will notice and criticize you for it.
Tailor your marketing posts to each specific platform while keeping the overall message the same – it’s up to you to find the best way to communicate, and remember: each platform has a different purpose. Overall, Gen Z’ers are typically top users of platforms and trends show that they prefer visual content over written word.
- Instagram: conveying style and identity
- Twitter: learning the news, real-time talk around trending events
- Snapchat: share real moments in real time
- Tiktok: creative and expressive videos
- Facebook: glean information, but tends to be viewed as an “over-sharing” platform (and thus its popularity among Gen Z is dying)
- Another tip: Utilize online influencers to connect with the audience on a personal level. Gen Z’ers aren’t naïve and know influencers are paid to endorse products, but they still trust the individuals they follow on social media to make a conscious decision about the brands they work with.
Empower them to change the world: Gen Z’ers aren’t as impressed by awards and industry jargon – they are motivated by companies that demonstrate a desire to make a positive impact on the world. They are very socially and politically active and want to be involved in the next movement for change. Don’t just talk about how your company helps others…inspire people to join you.