Understanding How to Market to Gen Z

A new generation is coming of age; slowly entering the workforce and beginning to take control of their own purchasing power as young adults. 

What does that mean for you and your business? 

Understanding the behaviors and values of Gen Z will help you effectively target this young market and capitalize on their future spending.

Unlike Millennials who are known for being tech-savvy, Gen We are hyper-connected. Access to the digital world is part of who they are, they’ve never known anything different, and the wealth of information at their fingertips has shaped their worldly perspectives and values. These values, from social issues to education and finances, are vitally important and therefore believe should be equally important to the brands they support. That’s when you come in. It is your task to seek new opportunities to relate with this cohort who resent conventional labels but rather celebrate their diversity.

Let’s dive deeper into who is at the core of this new generation. 

Generation We are optimistic yet pragmatic. They seek creative and unconventional solutions, rooted in their individuality, to overcome their obstacles. They value purpose, loyalty, freedom, success, equality, authenticity, etc., and believe that character traits and passion are paramount over gender. The digital world has exposed them to social and economic issues thus fueling their passion to change the world. They care about our planet, human rights and global warming. Gen We are knowledgeable about animal cruelty and increasing obesity rates; as a result, are willing to spend more on organically grown and locally sources foods.   

It is this drive and passion to change the world that makes them rout for the underdog. The belief that an ordinary person, such as themselves, has the potential to change the world; make a difference and be part of something bigger than themselves. Brands will no longer earn market share by simply using thoughtfully framed marketing messages, but rather will need to authentically play a role in making the world a better place and allowing this new generation to actively take part in that storyline. Gen We are bold and fearless and will jump at the opportunity to stand up on their soap box and express their sentiment against animal cruelty, photoshopped models and overpriced merchandise. 

Gen We, predominantly children of Gen X, are more financially pragmatic than the Millennials that came before them. They witnessed the somber effects the recession had on their parents, many of whom lost their jobs. As a result, Gen We is less inclined to believe in the once coveted American Dream but rather question the vitality of company loyalty; ushering a new generation of savvy entrepreneurs and economically responsible young adults. They proceed with caution when making financial decisions as they strive to become self-sufficient productive members of society. 

So what does all that mean to you? 

Be approachable. Tell the truth. Show off what you value and explore new ways to engage this generation to actively play a part in your brand’s image, they want to.

To learn more, check out last week’s ‘Gen Z Decoded’ infographic.