Marketing to Gen Z
They make up a quarter of the American population. They are the first true-blue digital natives. And they learned how to play with phones and take selfies before they learned how to swipe, which was some time before they knew how to walk, writes Tanya Dua for DigiDay.
The latest edition of digital agency Deep Focus’ Cassandra Report demystifies Gen Z, highlighting new data about this group’s behaviors, habits and attitudes as they relate to money and spending, brands and social media. Deep Focus interviewed 901 Gen Z consumers aged 7 to 17 and also surveyed 500 of their parents.
Here are the four things marketers need to keep in mind when catering to this new wave:
They swim in technology.
If you’re a brand looking to target the generation that will usurp the millennials, you better pull up your technology socks and not only make your way to their smartphone screens but also get acquainted with all the burgeoning platforms they inhabit. Fifty-one percent of these tweens already have some form of a social media account, and over 70 percent regularly use their personal smartphones to take photos, text, email and take videos in that order.
They value money.
The 2008 Recession characterized the childhood of a majority of this generation, which is one of the factors that makes them very savvy about money. Thirty-nine percent of respondents said that they would rather “save money than spend,” and 60 percent also regarded money as a sign of success as opposed to 44 percent of millennials who hold this view.
They seek utility and quality.
Gen Z’s practical bent of mind extends to their expectations from brands, with 44 percent saying that they were not averse to advertising as long as it is relevant to them. Sixty percent of the respondents said that they seek cool products from a brand, whereas 40 percent sought cool experiences.
They don’t hate ads.
Good news for marketers: 55 percent of Gen Zs are captivated by and will stop and watch an ad if it is humorous. A sizeable 45 percent will also pay attention if an ad has great music, and 33 percent will value an ad if it is inspiring.