How to Market to Gen Z: From the Perspective of One

Written by Bridgette Weller Brown
on 20 Jul 2020

It’s no secret that each generation is different.

How do we market to Gen Z? We have different goals, ideologies, values, ambitions, skill-sets; you name it, to consider. With that, each generation brings about exciting opportunities (and challenges, so to speak) to explore, experiment and innovate with diverse marketing tactics that can drive revenue.

How you market to Gen Z, for example, mightn’t work for the Baby Boomers of the world.

In line with this, you’re probably familiar with the ‘doomsday warnings’ about marketing to this ‘up-and-coming’ generation. Those born between the mid-to-late 1990s and early 2010s. We have the unfortunate reputation of not reading emails, having the attention span of a goldfish, killing any businesses that aren’t online, and you’re not quite sure what the deal is with TikTok and Baby Yoda.

Maybe you’re feeling the pressure to start reaching out to Instagram influencers, Googling how to market on TikTok and maybe even muttered “kids these days” under your breath once or twice.

(READ: TikTok Launches TikTok for Business)

Book open text days 'How do I market to Gen Z' — How do I market to Gen Z

In 2020 Gen Z accounts for 40% of all consumers.

As a member of this generation myself, I’m going to take you through why marketing to this generation isn’t a waste of time.

How is Gen Z Different From Their Avocado Toast Eating Predecessors?

You’ve probably heard that Gen Z has the attention span of about 8 seconds compared to millennial’s 12 seconds. When, in reality, we possess more of a sophisticated filter (If I do say so myself).

In a world where we are constantly bombarded with information, advertising, news and Instagram selfies coming from all different direction, Gen Z has developed a way to switch off to the effects of all of the noise surrounding us.

Think of it as an Instagram filter for the brain.

The best way to market to Gen Z is to market in a way that doesn’t feel like they are being sold too.

Okay, please hear me out.

If you’ve visited our content before you are probably familiar with the Customer Value Journey.

(READ: The Customer Value Journey: How to Create a Digital Marketing Strategy)

Gen Z is said to value brands that provide an exceptional customer service experience that reflects their beliefs and is of a high quality. 60% of Gen-Zers want to positively change the world through their work, so they want to shop brands that can do the same.

It’s important to optimise the customer experience in a way that is attention-grabbing and generates excitement in your brand.

Three people sit around a table on laptops

In many ways, marketing to Gen Z isn’t going to be completely different from marketing to other generations. More visual content, an emphasis on authenticity and more back and forth between customers and brands. All these things sound good to us.

So, is Gen Z dooming the fate of marketing?

No, not at all. Gen Z uses brands to help shape their world.

Many people wish to build lifelong relationships with brands that bring value to their everyday lives.

If you want to reach Gen Z, you best have a convincing reason to let them in.

(READ: How To Create Awesome Content that’ll Win Customers)

Do you want to optimise your digital marketing strategy? Get in touch with us at Caffeinate Digital today.

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