Marketing to Gen Z

1. Gen Z: The Pivotal Generation Redefining Consumer Behavior

Pivotals are hardworking, financially responsible, independent, and determined—characteristics not usually assigned to teenagers.

A new generation emerges. Born between 1996 and 2010, Generation Z, also known as Pivotals, is set to become the largest and most influential consumer group in history. Unlike their Millennial predecessors, Pivotals exhibit a unique blend of traditional values and progressive ideals, shaped by growing up in a post-9/11 world marked by economic uncertainty and rapid technological advancement.

Characteristics that define Pivotals:

• Financially savvy and savings-minded
• Socially conscious and driven by equality
• Entrepreneurial and independent
• Pragmatic and realistic about career goals
• Diverse and inclusive in their worldview

This generation values authenticity, demands transparency from brands, and expects personalized experiences. Their influence extends beyond their own purchasing power, as they significantly impact family spending decisions and shape broader consumer trends across all age groups.

2. Digital Natives: Mobile-First and Always Connected

Pivotals aren't mobile-first, they're mobile-only. To them, a phone isn't just a phone. In fact, it can hardly be considered a "phone" at all, as they rarely make actual voice calls. Instead, it's a personal portal between their offline and online worlds.

Always-on connectivity. Gen Z is the first truly digital generation, having never known a world without smartphones and social media. This constant connection has fundamentally altered how they communicate, consume information, and interact with brands.

Key aspects of Gen Z's digital behavior:

• Multitasking across multiple screens
• Preference for visual and interactive content
• Expectation of seamless experiences across devices
• Heavy reliance on social media for communication and information
• Skepticism towards traditional advertising

For marketers, this means adopting a mobile-first approach is no longer optional—it's essential. Brands must create content that is not only mobile-friendly but designed specifically for mobile consumption, with an emphasis on speed, visual appeal, and interactive elements.

3. Visual Communication: The New Language of Gen Z

Pivotals communicate with symbols, videos, GIFs, and emojis.

The visual revolution. Gen Z has grown up in a world of Instagram stories, Snapchat filters, and TikTok videos. This exposure has shaped their communication style to be predominantly visual, favoring images, videos, and emojis over text-based messages.

Implications for brand communication:

• Embrace short-form video content (e.g., TikTok, Instagram Reels)
• Incorporate emojis and GIFs in marketing messages
• Develop visually striking and easily shareable content
• Utilize augmented reality (AR) for immersive experiences
• Prioritize user-generated visual content

Brands that can effectively communicate through visual means will have a significant advantage in capturing Gen Z's attention and engagement. This shift requires marketers to think beyond traditional copywriting and focus on creating visually compelling narratives that can be consumed and shared quickly.

4. Influence and Trust: Reshaping Brand Relationships

Pivotals are looking for brands with a humanitarian approach to business. Today, brands must acknowledge that the triple bottom line—people, planet, and profit—is alive and well.

The new influencers. Gen Z places more trust in peers and social media influencers than in traditional celebrities or brand advertisements. This shift has led to the rise of micro-influencers and user-generated content as powerful marketing tools.

Building trust with Gen Z:

• Collaborate with authentic, relatable influencers
• Encourage and showcase user-generated content
• Be transparent about business practices and values
• Engage in two-way conversations on social platforms
• Address social and environmental issues genuinely

Brands must move beyond traditional marketing strategies and focus on building genuine relationships with Gen Z consumers. This involves not only partnering with the right influencers but also becoming influencers themselves by creating valuable, shareable content and engaging in meaningful dialogues with their audience.

5. Brand Me: The Gen Z Obsession with Personal Branding

More than 75 percent of teens today feel comfortable having multiple online personas.

The curated self. Gen Z views their online presence as a carefully crafted personal brand. They are adept at managing multiple personas across different platforms, each tailored to specific audiences and purposes.

Implications for marketers:

• Provide tools and platforms for self-expression
• Offer personalization and customization options
• Create products that enhance personal brand identities
• Develop marketing campaigns that celebrate individuality
• Support causes that align with Gen Z's values and interests

Brands that can help Gen Z express and enhance their personal brands will find favor with this generation. This means offering products and experiences that can be easily integrated into their curated online personas and supporting their desire for uniqueness and self-expression.

6. Shopping Reimagined: Blending Digital and Physical Experiences

Pivotals still love to hit the mall.

Omnichannel expectations. Contrary to popular belief, Gen Z hasn't abandoned physical retail. Instead, they seek a seamless blend of digital and in-store experiences, expecting the convenience of online shopping combined with the tangible benefits of brick-and-mortar stores.

Key elements of Gen Z shopping behavior:

• Research products online before making in-store purchases
• Use smartphones for price comparisons and product information while shopping
• Expect fast, free shipping for online orders
• Value unique in-store experiences and brand activations
• Seek out brands that offer both online and offline engagement

Retailers must adapt by creating integrated omnichannel experiences that cater to Gen Z's desire for convenience, information, and unique brand interactions. This could involve implementing technologies like augmented reality for virtual try-ons, offering in-store pickup for online orders, or creating Instagram-worthy spaces in physical stores.

7. Purpose-Driven Brands: The Key to Gen Z's Heart and Wallet

Pivotals aren't just buying what you do. They are buying into why you do it.

Values-based consumption. Gen Z is deeply concerned about social and environmental issues and expects brands to take a stand on important causes. They are more likely to support companies that demonstrate a genuine commitment to making a positive impact on the world.

How brands can demonstrate purpose:

• Clearly communicate brand values and mission
• Take visible action on social and environmental issues
• Implement sustainable and ethical business practices
• Collaborate with nonprofits and social enterprises
• Empower consumers to contribute to causes through purchases

Brands that can authentically align themselves with Gen Z's values and demonstrate a real commitment to positive change will earn their loyalty and advocacy. This goes beyond mere corporate social responsibility; it requires embedding purpose into every aspect of the business.

8. The Future of Marketing: Adapting to Gen Z's Expectations

Everything old is new again at some point, right?

Embracing innovation and nostalgia. As Gen Z comes of age, they are reshaping the marketing landscape, forcing brands to innovate while also appreciating traditional approaches in new contexts.

Key trends shaping the future of marketing to Gen Z:

• Rise of augmented and virtual reality experiences
• Increased focus on data privacy and ethical data use
• Growing importance of social commerce and in-app purchasing
• Revival of "old school" marketing tactics with a modern twist
• Emphasis on creating memorable, shareable brand experiences

To succeed with Gen Z, marketers must be willing to experiment with new technologies and platforms while also understanding the enduring appeal of authentic, human-centered experiences. This generation's unique blend of digital savvy and appreciation for the tangible presents both challenges and opportunities for brands willing to adapt and innovate.

Last updated: September 28, 2024