THE KEY TO GENERATION Z

Millennials, or those born between 1980 and the mid-1990s, have dominated media and marketing for the greater part of the last decade.

Known for their love of social media and all things "social," they are now the largest generation in the world, with $2.4 trillion in spending

power.  It's no wonder marketers have dedicated their strategies and budgets to this key demographic for so long. But a new generation is on

the rise and the first step to communicating with them, is understanding they aren't just another Millennial.  

 

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Born immediately after the Millennials, between the mid-1990s and approximately 2010, Gen Z are the first true digital natives.  Whereas

Millennials watched digital develop, Gen Z sported iPhone's as their first gadgets.  To them, technology is not a luxury, it is a requirement.

 Their attention span totals a whopping 8 seconds and their brand loyalty is fleeting, to say the least.  This is a world of Emoji's and six-

second Vine videos. This generation consumes information instantaneously and loses interest just as fast.  92 percent are online daily.

 

 While they may not have much money now as teens, in just four years they will represent 24 per cent of the US workforce and 40 per cent

of consumer spending.  Building a rapport with them now will be key in developing successful sales and marketing strategies in the long run.

  Below we outline key tips to keep in mind. 

    

 

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UTILIZE MULTIPLE SOCIAL MEDIA PLATFORMS 

 

Social media is a vital medium to reach Generation Z.  The space moves quickly and relative importance of social media platforms has the

tendency to change in the blink of an eye.  Facebook has already lost a significant number of under 18s who have moved to Instagram or

WhatsApp (both owned by Facebook), Snapchat, Secret and Whisper, so utilizing multiple networks is an important key to marketing to this

demographic.

 

INVEST IN VIDEO

 

To Gen Z, video is crucial way of consuming information.  This demographic streams TV rather than watching cable, so reaching them via

traditional video advertisements is rare and may present ROI.  Brands must instead invest in creative, interactive video content, utilizing

platforms such as Snapchat, Vine and Instagram stories to capture this generation.  A couple tips:

 

  • Live videos are key- give viewers a behind the scenes look into something they may not have insight to for a fantastic response. 
  • Keep it short. Remember, attention spans are limited. 
  • Get creative! This is the generation of discovery! Gen Z-ers want to feel as though they are finding information out themselves, and overt advertising tends to have an opposite effect. 

 

QUALITY FIRST 

 

Unlike millennials who prefer to invest in experiences rather than thingsGen Z would rather have a cool product -- but there’s a catch. With

a world of information at their fingertips and the digital knowledge that comes with growing up with the Internet, Gen Z is selective with their

purchases. They conduct extensive research before pressing “order.” So invest in quality.  

 

 

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DEVELOP YOUR CULTURE 

 

Studies show that Generation Z chooses products based on a company's alignment with their own values.  So what's your

message? Develop it and stick with it whole heartedly.  A great example is American Eagle's swim and lingerie line, Aerie, which prides itself

on working with models of all shapes and sizes and no retouching.   Within the first 9 months of the launch of this campaign, titled "Aerie

Real," same-sale stores of the Aerie brand rose 17 per cent. With Generation Z on the rise, it's clear there is still much to learn, and beginning the conversation early may be the key to developing long

lasting connections with these future consumers.