Marketers are honing in on the next wave of consumers: Generation Z. Here's what you need to know to connect with the newest players on the field.
The Basics – Who are Gen Z?
Gen Z consists of those born in the mid-1990’s and later. They make up 1 in 5 of Australia’s current population and account for 1 in 10 of our workforce! In 10 years’ time, over a quarter of Australians will be Gen Z. Currently, Gen Z has an estimated spending power of $44 billion.
Often Gen Z is considered an exaggerated example of millennials, more tech-savvy and screen-obsessed – but this is wrong.
Gen Z's unique communication needs:
This generation consumes content differently, and it impacts their communication preferences. Gen Z unlike the Millennials and Gen Y prefer cool products over cool experiences, shun conformity and tradition as well as actively avoid ads. They prefer storytelling and visual displays and use Snapchat and Instagram over Facebook, Twitter and LinkedIn. When creating content for Gen Z keep in mind they prefer edgy, progressive content, are unimpressed by trashy content and have an attention span of around 8 seconds.
Establishing a connection:
Keep it visual - Gen Z responds to visual marketing tactics. Videos, gifs, memes and infographics work particularly well.
Know your platform – If you’re creating an Instagram post, keep it artistic or funny and non-promotional. If you’re creating a Snapchat video, keep it fast-paced and edgy. But also bear in mind that all platforms may not be appropriate for your brand.
What direction to take:
What’s important to Gen Z is finding themselves creatively, with 25% of the generation posting an original video on a weekly basis and 65% creating and sharing content on social media. Try to engage with Gen Z in an ongoing, meaningful conversation, and take note of their use of technology and the culture they are creating.