5 Things Marketers Need to Know About Gen Z

Move over, Millennials – Generation Z is coming in hot and rising to buying power! This digitally native demographic makes up nearly one-quarter of the US population, coming in a very close second to Millennials. But here’s the kicker: it’s estimated that as of the end of 2023, Gen Z accounts for 40% of global consumers. With such immense buying power at their fingertips, understanding their preferences, values, and behaviors is no longer optional for marketers – it’s essential. So, what do we need to know about marketing to this increasingly influential generation?

1. THE WALLET TO WIN OVER

Though the youngest wave of Gen Z-ers are just entering their teenage years, the generation as a whole already represents $450 billion in spending power – an average per consumer of $8,894. They’re financially savvy, influenced by trends and always looking out for the next must-have item. Marketers who tap into their values and preferences will the the ones to win their loyalty.

2. EIGHT SECONDS IS ALL YOU GET

Gen Z’s attention spans are small because they have to be. Growing up in a digital age provided limitless stimulation, but not limitless time. Unlike Millennials, this hyper-connected group of young adults and teens born after 1997 doesn’t remember a time before the Internet, cell phones, or social media. Short-form, snackable content such as quick, spliced videos and high-quality images will win their attention over lengthy text every time!

3. READY TO REVOLUTIONALIZE

A whopping 93% of Gen Z-ers have taken a step towards exploring business ownership. Equipped with technology and unlimited information in their pocket at all times, this generation prioritizes securing financial stability through pursuit of careers that tap into their interests and passions. Beyond financial considerations, this generation consistently demonstrates a desire to offer something new to the world.

4. FORGET FILTERS, GEN Z WANTS THE REAL YOU

Studies have consistently reflected Gen Z’s preference for content that is authentic, genuine, and relatable. In fact, one study reports that 84% of Gen Z-ers say that their favorite brands treat them like an individual. Steer clear of over-polished, traditional communication and marketing methods, and rather aim to create engaging, personalized content. This presents an opportunity to jump on humorous trends, relatable memes, and friendly banter on social media.

5. A GREEN GENERATION

Carrying a deep concern for the planet’s future, a staggering 3 out of 4 Gen Z-ers are concerned about humanity’s impact on the environment. Further, 60% plan to use their careers to make a positive difference. This desire for sustainability and positive change translates directly to their buying habits. They favor brands that are vocal about their own initiatives, or align with their own values like ethical sourcing and sustainable production.

Need a hand in adjusting your brand’s strategies and messaging to ensure you’re reaching this increasingly influential generation? Give us a shout – we’d love to help!