Generation Z, those born after 1995, is the next up and coming consumer. Currently, they spend $44 billion a year and could account for about 40% of consumers by 2020. With the oldest members currently aged at 20 years, it’s worth learning about the Gen Z perspective and how to market towards them. Even Amazon has a site just for teens where they can select items they would like to purchase on their account and parents on their own Amazon account can approve or deny said purchases. Generation Z will change how content is created and distributed.
They Micro-Manage Their Social Media
Generation Z has a unique way of interacting with social media with each channel having a specific purpose. Instagram showcases who or what they’d like to be, Snapchat for capturing the now, Twitter as a news source, and Facebook to collect smaller pieces of information like upcoming trends or “clickbait” articles. Basically, Gen-Z fragments their social media time and share specific types of content within each channel. This, alone, will change advertising on social media.
Authenticity is Key
Gen-Z responds to a real and authentic presence rather than a traditional ad being thrown at them. This generation will prove the long-standing relevance of influencer marketing. They want to relate to people with similar experiences rather than a celebrity spokesperson or a model. Brands who have their authenticity questions by Gen Z will have a harder time reaching them.
Social Responsibility is Important
Because of growing up during trying times in the age of on-demand, Gen Z looks to brands for that hold some type of social responsibility. Gen Z is willing to purchase a product or interact with a brand that has a clear social corporate responsibility than those who don’t. They are interested in fair practices as well as racial, gender, and income equality and want to associate with brands who believe in these values as well.
As Gen Z comes of age and into the workforce, it will be interesting to see how they interact with brands and how marketers will change how they communicate with them as consumers. Generation Z’s social media behaviors will change how content is strategized internally and how to reach them.