What comes to mind when you hear the term “Millennial?” This generation is not widely understood by marketers, who often use this demographic label a bit too liberally. Millennials were born between 1981 and 1996, while Gen Z is a younger bunch. The latter (born after 1997 and until 2012) age group is beginning to work and coming into their own. In other words, they have buying power.
To that end, B-to-C facing companies and their marketing teams need to keep the following in mind when trying to reach this group.
1) They are plugged in. Born with a smartphone in hand practically, these consumers don’t remember life before WiFi. They’ve also curated their personal identities through social media. Though they’re at home online they’re also prudent about their activity and privacy. So all the more reason to make sure your e-commerce website is up to snuff. Many Gen Z’ers won’t do business if the site takes too long to load or is not intuitive.
2) They are practical and hardworking. Because they came of age during the Great Recession, they know about hard times and are willing to work several gigs to make ends meet. Also, they are pushing back on the stereotype of their older peers (Millennials) being entitled. Many are getting internships as early as high school to buck this image.
3) They are well informed. Before buying, they do their due diligence by reading reviews and knowing the product in and out before making the leap. Lesson here? Make sure your reviews are plentiful and solid. Quantity and quality matters here.
4) They are image conscious. Ever heard of an influencer? These social media personalities can be larger in life—and well—influential. Gen Z trusts them and therefore puts stock in their opinions and habits. That’s why brand ambassadors can be key in speaking to this generation. If you understand that it’s not about your brand, but about helping them enhance their brand, they are more apt to tune in.
How might these four traits impact how you target this group?
