Generation Z, a group whose ages range from 12 to 27, requires a fresh and authentic marketing approach. This is a generation, like others before it, that demands a more nuanced approach to marketing
Gen Z Traits
Every generation has a list of stereotypical traits, and businesses are wise to develop content with these traits in mind, monitor the results and make changes along the way. The following are traits most commonly associated with Gen Z.
- Influencers
Gen Z is a generation uniquely aware of the power of influencers and will engage with content related to influencers. Among their age demographic are some of the top influencers out there today, including Kylie Jenner (26), Addison Rae (23) and Charli D’Amelio (20). - Social Consciousness
From environmental to political issues, this generation will side with brands that share their most cherished ethics. - Financially Minded
Maybe it’s the rising cost of higher education or the increased interest rates on loans and credit cards, but this generation is savvier with their finances than others. - Self-Educated
Online resources have grown exponentially, giving this generation the ability to become independent learners. - Experiences Over Material Goods
This has been the mantra of many a self-help guru and has caught the ear of people in all generations, but Gen Z has really latched onto the idea that experiences are the way to happiness.
The list goes on and on and continues to change as the people in Gen Z age. Staying informed on these traits can assist in marketing efforts and content meant for this group.
Keeping Up With Gen Z
Yet another trait of this generation is their ability and yearning to stay ahead of trends, which means marketers have an even more difficult task in creating content for them. This is particularly true in fashion, as individuality in everything from hairstyles to clothing is a high priority. But remember – this generation is constantly evolving, so don’t etch your marketing strategy in stone. Stay flexible and be ready to make changes at a moment’s notice.
What is highly likely to remain true for this generation is that marketing strategies focused on digital trends, especially those appearing on YouTube, TikTok and Instagram, will prove valuable. Creating content that is authentic, transparent and socially responsible will always hit home, as will providing a path for this target audience to leverage user-generated content.
At SJC Marketing, we know how prioritizing diversity in marketing campaigns can work to create more engagement, and we know that this works with Gen Z and other generations of consumers who seek out authentic brands they can trust. Contact us and let’s work together to amplify your brand’s reach.