With the way that Millennials and Boomers dominate discussions about generations, it’s easy to forget that other generations are also key buying powers. Generation Z – those born in 1995 or later – makes up 25.9% of the population. These are the future decision makers. If your current direct mail strategies aren't impacting Generation Z, there are some tweaks you can make to reach them where they live.
Whether you’re currently targeting Generation Z or looking ahead to the future, use these tips to create digital and print content that resonates with this tech-savvy group.
1. Be authentic
Generation Zers have an uncanny knack for sniffing out fakery. They crave brands that are relatable, without talking down to them in hackneyed textspeak. When talking to Generation Z, the message is more important than trying to stay trendy with “LOL”s or “OMG”s. Taco Bell’s Twitter masters the delicate art of relating to Generation Z without coming off as patronizing.
2. Make meaningful impacts on the world
More so than other generations, Generation Z are strong advocates for the causes they believe in. Societal issues, environmental concerns, war…no matter the causes, Generation Zers are strong advocates for their passions. 80% will more often buy a product that has a social or environmental impact.
Highlighting the good you do is an authentic way to appeal to Generation Z – while also leaving a positive impact on the world.
3. Spotlight individuals
Generation Zers have a strong craving to be unique individuals and see themselves reflected in marketing. Instead of using nameless models in your marketing, use real Generation Zers or social media personalities to appeal to their desire of seeing real people.
4. Utilize social media
Even more than Millennials, Generation Z lives and breathes social media. A whopping 80% of their purchases are influenced by social media. Unlike Milennials that use Facebook and Instagram most often, Generation Z tends to gravitate toward anonymous social media platforms like Snapchat and Whisper. To reach Generation Z, you have to go to the platforms they use.
5. Give opportunities to engage
Generation Zers like to make their voices heard and don’t do well with static content. They’re frequent GIF users and respond well to snappy content that invites them to post their own GIF. Snapchat geofilters are another excellent way to give Generation Zers more opportunity to engage. When Hollister targeted 19,000 high schools with Snapchat geofilters, they saw explosive levels of engagement.
As Generation Z joins the buying market, companies will need to adapt to provide content that appeals to this key generation.
The John Roberts Company is a full-service marketing execution company, providing a variety of services including commercial printing and packaging, mailing and digital marketing services, and more. To learn more about our company and how we can help you succeed, get in touch today.
