How To Market And Sell To Gen Z
Profiling your customers and understanding them is essential to any sales and marketing process.
Brands like to distinguish between various generations by categorizing them as Millennials, Gen X, Gen Z, and so forth.
Why are they doing this (instead of using just age brackets like 24-35 years old etc).
It’s because we are more than our age, we are the result of our socio-cultural context. In other words, we are affected by the cultural, social, and economical circumstances we were raised in.
One of these generations that is often talked about, but not always completely understood, is Gen Z. Born between 1997 and 2012, Gen Z is a young generation that sits between Millenials and the latest cohort, Generation Alpha.
Aged between 11 and 25 years old, Gen Z is a young group of consumers who are coming into their own, and are starting to get serious spending power.
As such, marketers need to understand how to attract their attention and keep their custom.
1. Understand what they want and value
Any marketer knows that you never sell features, but you sell outcomes.
For example, you are not selling a sanitary pad with a more absorbent lining, but you sell a happier more carefree day doing what you love.
You are not selling a massage gun, but you are selling a better more resilient body.
To market the outcomes, you need to understand what this generation is craving.
Many members of Gen Z still live with their parents or roommates due to high housing costs. This younger generation has many specific requirements and views, so consider conducting market research or data analysis to find out how they perceive your industry, so you can use this information to your advantage.
2. Focus on social media platforms they use
Gen Z spends a significant amount of time on social media platforms such as Instagram, Snapchat, Youtube, and TikTok. Use these platforms to showcase your brand and connect with Gen Z.
NB! Different subsets of Gen Z and individuals with specific tastes will have preferred platforms, so you should find out where they spend their time and make sure that you devote more resources to your business presence there.
This proactive approach to social media will help you to be more engaged with your audience and find ways to reach them and cut through all the noise.
All social platforms are becoming video-first, so if you want to capture Gen Z attention, video is the only way to go.
Gen Z enjoys watching content that captures their imaginations and will provide them with insight and advice rather than directly plugging a product or service. If you’re looking to create digital videos for Gen Z, look into specialist companies like Digital Finch. They can help you to create the right video content to attract and retain Gen Z customers.
3. Collaborate with infuencers
Influencer marketing can be an effective way to reach Gen Z because these are the people Gen Z look up to.
Collaborate with influencers who align with your brand values and who have a strong following among Gen Z.
Gen Z are sceptical about traditional advertising and are looking for marketing solutions that offer advice and insight rather than just pushing products. Not too dissimilar to Millennials, Gen Z also loves authentic marketing, where they can feel like they are part of the campaigns, not just targeted by them.
So, collaborating with influencers is a great way to get noticed by Gen Z and help to understand your offering.
4. Create a sense of community and belonging
The secret to building a community is to make people feel normal for feeling different.
The reason Gen Z loves social media is because it makes them feel like a part of something bigger than themselves. On social media they can feel like there are other weird/quirkly/different people just like them so they feel less alone.
Having lived through the pandemic and felt incredibly isolated, many members of this generation are eager to find ways to feel like they’re part of a wider community.
Here are few ways to build a community:
1. Build a brand story
A brand story can create an emotional connection with customers, making them feel like they are part of something bigger than themselves. Use your brand story to communicate the values and mission of your brand and invite customers to be a part of it.
2. Facilitate conversations
Create spaces for customers to connect with each other and discuss topics related to your brand. This can be through online forums, social media groups, or in-person events.
3. Encourage user-generated content
Encourage customers to share their experiences with your brand by creating user-generated content campaigns. This can help build a community of brand advocates and create a sense of belonging.
4. Host events
Host events that bring customers together and create opportunities for them to connect with each other and with your brand. This can be in the form of product launches, workshops, or community service projects
As Gen Z continues to age, their spending power is rapidly increasing, making it crucial for brands to target them now if they haven’t already.
By utilising these tips, you can begin building a marketing strategy that effectively meets the needs of today’s Gen Z consumers and drives them towards your brand.