According to the U.S. Census Bureau, Generation Z (individuals born between 1997 and 2012) made up one-quarter of the population in 2023. With billions in buyer/spending power as more and more members join the workforce, these individuals are potential customers your company should try to attract.
With what can seem like the world at its fingertips, the younger generation is constantly filtering through emails and social media posts — and your marketing efforts. The following are a few ways to get Gen Z to pay attention to your organization and your products/services:
Speak their language.
Gen Z can spot “advertising language” from a mile away and will likely move on. Remember that attention spans are short, so when you have the group’s attention, state something memorable or unique about the product/service. Bonus points are given if you can reference something that resonates with members—like popular music, TikTok videos, or other trends.
Explain how your product/service meets a need.
Your message to Gen Z should be simple: our product/service makes your life simpler. Gen Z is all about the solution.
Take the Swiffer Wet Jet, for example. Most Gen Z members live in their own places and clean regularly. The Swiffer Wet Jet’s advertising focuses on how users can clean their floors—and reach tight spaces—in minutes without the hassle of a mop and bucket.
Once the group uses (and likes) your product/service, encourage members to leave reviews on your website or other places online. Research shows that 80 percent of Gen Z has purchased something after reading a testimonial or watching an influencer. If the group is more likely to buy something someone recommends, have your loyal customers become advocates of your brand by providing their opinions.
Show Gen Z who you are.
Gen Z seems to favor companies that care about more than earning a profit. The group invests in companies that share their passions and values, like sustainability or diversity. Talk to your employees, learn about the causes they care about, and participate in fundraisers or volunteer for those causes.
Don’t be afraid to show customers what you’re doing and who you are behind the scenes. Showing the human side of your brand helps build trust with your audiences, specifically younger ones.
Reach Gen Z where they are.
It’s common knowledge that Gen Z spends most of its time online—specifically on social media. Therefore, the content coming from your business should be tailored to social media platforms. It should be visually appealing (think video) and encourage participation, like asking a question in a post or publishing a quiz or poll.
If members search online and maybe even sign up for your newsletter, make sure your emails and website are mobile-optimized. This generation will likely be viewing your website and emails on a phone.
Need help developing messages and managing social media to market to younger audiences? Contact us today to get started.