The demographic that is Generation Z continues to grow—and purchase. If these young consumers are interested in your brand or business, you want to keep them satisfied. This satisfaction must be strong in everything—from aligning with their values to catering to preferred methods of media. Keeping it Real with Generation Z The overall profile of Generation Z (or ‘Gen Z’) is well known. (Or so we think.) Setting this young audience apart from earlier generations of consumers—Baby Boomers, Generation X, and Millennials—is a demand for transparency, ethics, and authenticity. Brands failing to maintain these criteria risk losing Gen Z members as customers, with little-to-no possibility of getting a second chance. Brands that have kept up to speed with staying transparent and authentic are in a good place. It is therefore also important to know how Gen Z wants to receive advertisements from preferred brands. Gen Z and Modern Media Born between the late 1990s and early 2010s, another distinguishing point about these young consumers is that they literally grew up with modern technology. From digital ads to smartphones—and everything in between—Gen Z members are the most technologically-savvy consumers. And this savviness carries over into how they wish to receive digital media. As listed in a report by e-Marketer, this exacting audience favors: User-generated content: As the era of content creation continues to grows, Gen Z has proven to be is its most receptive audience. Short-form video: Platforms such as TikTok are proof of Gen Z’s preference for user-generated content that is direct and to-the-point. Multiple platforms: Earlier generations prefer to see ads in a single space, be it television or a newspaper. Gen Z is accustomed to watching content on several screens—at once. The Power of Podcasts Now, a word about podcasts. This audio innovation began in the early 2000s, when many members of Gen Z were born. (Yet another example of how this young audience “grew up” with this equally young technology.) Fittingly, tuning in to podcasts is a favorite pastime of this audience and it has also proven to be an effective place for brands to make their presence known. Now, are you ready for a surprise? In certain cases, Gen Z appreciates email marketing! (Yes, that’s right.) Gen Z and Email A recent report in Media Post observed that when members of Gen Z are at their jobs, email is their marketing channel of choice. Citing findings from software company ZeroBounce, despite the presumed preference of instant messaging, these young professionals favor reading and responding to emails when taking a break from their 9-to-5 tasks. (Indeed, 92 percent of Gen Z members surveyed admitted to occasionally getting distracted by marketing emails.) This discovery serves as a lesson for marketers and advertisers everywhere: Every marketing method is worth testing. You never know the unexpected opportunities that exist when reaching your target audience. Are you maximizing the marketing opportunities to attract and engage with your target audience? The EGC Group can help you strengthen the connection between your brand and existing (and potential) customers. This also holds true for the exacting demands of Gen Z. Check out this recent influencer campaign for client Jovia Financial Credit Union, where the goal was to attract a younger audience (read: Generation Z). Contact us to learn more.
