Written by Maddie Pomeroy, Marketing Associate

Generation Z, often referred to as Gen Z is born roughly between the mid-1990s and early 2010s. This generation is quickly becoming a group that stands out known for their unique preferences and buying habits within the marketplace. As this generation has come to an age of purchasing power, understanding their behaviors and preferences is crucial for businesses looking to capture their attention and loyalty.

What are the Characteristics of Gen Z?

Gen Z is the first generation to almost entirely grow up within the digital age. They have, and continue to be, knowledgeable about the internet, smartphones, and social media as they have not known a world without it. Gen Z highly values authenticity within brands. They are skeptical when it comes to traditional advertising and prefer relatable content and brands that align with their values.  Since Gen Z has grown up with the internet and the ability to reach so much information at once, they have a shorter attention span compared to other generations. Brands advertising to them need to capture their attention quickly and in a creative way so they are intrigued and pay attention to what the brand wants to say. This generation has also grown up with the topic of being socially and environmentally conscious. They are more likely to support brands that are committed to sustainability and social responsibility.

Strategies for Marketing to Generation Z

Engaging Gen Z consumers may be easier said than done. Generation Z consumes advertising through social media platforms rather than television commercials or newspaper ads. Companies must utilize social media platforms like Instagram, TikTok, and YouTube in order to effectively reach Gen Z consumers. Influencer partnerships and user-generated content give off an that authentic vibe that Gen Z values so much. Another way to market to this generation is to show them your company’s purposes and values. Again, this relates back to authenticity, but Gen Z is passionate about making a positive impact on the world and will most likely not support a business that has values that do not align with theirs. 

Why is Influencer Marketing so Important to Gen Z?

Gen Z is affected by what others have to say about a product or company. If they see their favorite celebrity or someone, they look up to endorsing a company, they are more likely to also support that company. It is simple psychology; if someone trusts a person and they recommend a product, that person will likely investigate and/or buy said product. There are several key factors that influencer marketing aligns with Gen Z’s preferences and consumption habits.

1. Peer Recommendations
   • Peer-to-peer dynamic gives consumers a sense of credibility.
2. Trends
   • By partnering with influencers who are relevant to Gen Z, it draws their attention and promotes trust within the brand. By recreating relevant trends, a company has the ability to engage with this generation and tap into their interests and values.
3. Content Consumption
   • Influencer marketing is a great way to create an advertisement that is visually appealing and easily consumable for the consumer. They will hopefully immediately recognize the influencer, drawing their attention in and delivering the content in an effective manner.

Examples of Influencer Campaigns

@thepriteshshah

Check out my State Farm commercial with @khaby.lame and @jakefromstatefarm 🔥🔥🏈🏈🏈

♬ original sound – thepriteshshah

Understanding Gen Z is essential for brands that are interested in thriving in a competitive market. Brands that embrace in digital advertising, creativity, authentic messaging, short-form content, and influencer marketing will be able to tap into Gen Z consumers. This will ultimately drive lasting connections and growth within a brand. Their preferences and behaviors have ripple like effects that impact consumer trends and will shape the future of marketing for generations to come.