Who is Generation Z?
Born after 1995
~26% of the U.S. population (expected to be 1/3 by 2020)
Expected to represent ~40% of consumers by 2020
Social media and digital natives
~26% of the U.S. population (expected to be 1/3 by 2020)
Expected to represent ~40% of consumers by 2020
Social media and digital natives
The Pivotal Generation grew up in a world
influenced by:
influenced by:
Post 9/11 awareness of terrorism
The Great Recession
The existence of Google and YouTube
Easy availability of cell phones, tablets, and WiFi
NSA surveillance issues
The Great Recession
The existence of Google and YouTube
Easy availability of cell phones, tablets, and WiFi
NSA surveillance issues
Their values are similar to the Greatest Generation:
Want to work for their success
Have more traditional views on money,
education, and career advancement
Have a greater respect and
appreciation for the elderly
Their beliefs lean liberal, nearly radical:
Equality is non-negotiable, especially when related to race, gender, identity, and sexuality.
Equality is non-negotiable, especially when related to race, gender, identity, and sexuality.
Gen Z Can Be Described in Many Ways
More Than 90% of Gen Z Owns a Smartphone
Source: It’s Lit. Google/YouGov web-based, U.S., PollingPoint panel: n=1100 respondents age 13-17, June 2016.
Social Media Usage Is Evolving
| • | 70% prefer YouTube to broadcast or cable television |
| • | Instagram is where they show their more curated, aspirational self |
| • | Snapchat is more real life, unfiltered moments |
| • | They are still on Facebook, but less than Millennials and use it more as a source of information rather than interaction |
| • | Twitter is their source for immediate news and what's going on in the world today |
| • | Zoom, pinch, and swipe are ingrained behaviors |
| • | Thanks to the NSA, they don't want to be tracked on social Source: It’s Lit. Google/YouGov web-based, U.S., PollingPoint panel: n=1100 respondents age 13-17, June 2016. |
Gen Z Differs from Millennials in Several Ways
Top Gen Z Influencers
Here’s a sample of a few of the brands and people that are shaping the Gen Z cultural identity. For more evaluation on each influencer, check out Adweek’s article.
Emerging Guidelines for Communication & Marketing
Connect through images
| • | Emojis, symbols, pictures, videos |
| • | Text should complement, not be the main focus |
Use snackable content
| • | Be succinct - get to the point quickly |
| • | Think fast - they enjoy fast banter and discussion |
Be authentic
| • | Give them real, personal interactions |
| • | Humanize your brand - they love day in the life, behind the scenes, real life images of brands |
| • | Be real and authentic so they can be unique |
See them as diverse
| • | Focus on similarities not differences |
| • | Don't alienate or oppose |
| • | Encourage and foster an inclusive environment and community |
Give them control of how they
receive your content
| • | Let them decide their preferences |
| • | Brand interruptions are not welcome |
| • | Make content they want to watch and share and they'll welcome the interaction |
Feed their curiosity and inspire them
| • | Collaborate with them |
| • | Create with them not just for them |
| • | Educate so they can build expertise |
| • | Don't talk down to them |
| • | Give them a social cause to support |
Enter into cultural and social conversations only when you have a right to be there
| • | Is the conversation relevant to your brand's identity (beliefs, culture, what your organization stands for and is truly a part of)? If not, don't try to insert your brand where it has no relevant voice or authority |
Be prepared to communicate with them across multiple platforms
| • | Tailor content by platform - the general message can be the same, but the content should be specific to Instagram, YouTube, Facebook, Snapchat, etc. |
| • | Responsive design is critical |
| • | Stay current - know what platforms are being used and for what |
| • | Social is critical - they are far less likely than prior audiences to go straight to a website |
| • | Make your brand feel like it belongs in the platform and you have more freedom to interact naturally with your audiences |
Understand them. Focus on the
interaction
| • | Talk with them, not at them |
| • | Genuinely become a part of the community you want to reach |
| • | Engage, listen, and understand |
| • | Include people who reflect your target in decisions about products and marketing |
| • | They can spot fake |
Deliver instant gratification
| • | They're used to the immediate delivery of the internet age |
| • | 30% of users will abandon content after 5 seconds if it doesn't deliver something of interest or value |
Reward loyalty
| • | They're usually willing to give their information if they'll get something |
| • | More complex, gamified incentives work well if used correctly and executed well |
Deliver a seamless experience
across
| • | Platforms |
| • | Devices |
| • | In person interactions |
Be Prepared to Focus on Gen Z
"If marketers focus on Generation Zers over Millennials,
using them as the barometer, they're likely to please other generations as well."
- MNI
using them as the barometer, they're likely to please other generations as well."
- MNI
Be the brand Generation Z expects you to be.
They are passionate about changing the world and expect brands to be as well. If you don't embrace and act on the
idea of improving the world around you, they will move on
to a brand that will.
They are passionate about changing the world and expect brands to be as well. If you don't embrace and act on the
idea of improving the world around you, they will move on
to a brand that will.
Author
JENNIFER STRECK
Director of Strategy
With 14 years in direct and digital marketing strategy, Jennifer leads the
development of omnichannel marketing programs. She has spanned the
customer lifecycle with brands such as Best Buy, The Home Depot,
Caesars Entertainment, BenefitMall, and HSBC.
Director of Strategy
With 14 years in direct and digital marketing strategy, Jennifer leads the
development of omnichannel marketing programs. She has spanned the
customer lifecycle with brands such as Best Buy, The Home Depot,
Caesars Entertainment, BenefitMall, and HSBC.
Response Media
3155 Medlock Bridge Rd
Atlanta, GA 30071
(770) 451-5478
contact@responsemedia.com
www.responsemedia.com
3155 Medlock Bridge Rd
Atlanta, GA 30071
(770) 451-5478
contact@responsemedia.com
www.responsemedia.com
Sources