The generation always checking for Wi-Fi connection, born between the mid-1990s and mid-2010s, are a powerful and influential consumer group who cannot be ignored by marketers. They have grown up in a world of technology and are always connected to the internet, making them the most digitally native generation.
For marketers, reaching this audience is vital but at times can be challenging. We’ve got you covered though, read this and your next Gen Z campaign will be a hit.
Characteristics of Gen Z
Digital Natives
Gen Z is the first generation that has never known a world without smartphones, social media, or the internet. They are constantly connected and their lives revolve around technology. This makes them very receptive to digital marketing campaigns and more likely to engage with brands on social media.
Diverse
Gen Z is the most diverse generation yet, with a wide range of ethnicities and cultures. They are also more accepting of different gender identities, sexual orientations and lifestyles. As a result, marketing campaigns that celebrate diversity and inclusivity tend to resonate well with Gen Z.
Socially Conscious
Gen Z is very socially conscious and concerned about issues such as climate change, social justice and equality. They are more likely to support brands that are aligned with their values and take a stance on social issues. Marketing campaigns that highlight a brand’s commitment to sustainability, diversity and social responsibility can help attract Gen Z consumers.
Short Attention Span
Gen Z has grown up in a world of instant gratification, where they can access information and entertainment at their fingertips. This has given them a shorter attention span than previous generations, making it important for marketers to capture their attention quickly and keep them engaged.
Authenticity
Gen Z values authenticity and transparency in brands. They can easily see through marketing gimmicks and are more likely to support brands that are genuine and authentic. This means that marketing campaigns that are honest, transparent and genuine tend to perform better with Gen Z.
Understanding these key characteristics of Gen Z can help marketers develop effective marketing campaigns that resonate with this influential and powerful consumer group. By leveraging their unique qualities, brands can create a connection with Gen Z and build long-term loyalty.
How to reach Gen Z
So, you’ve got a product or service that you think Gen Zs will love, you just need to get them hooked – but how? Here are the top strategies to make Gen Zs love you.
Be Authentic
Gen Z values authenticity and transparency in brands. They can easily see through marketing gimmicks and are more likely to support brands that are genuine and authentic. Brands that prioritize authenticity and transparency in their messaging and marketing efforts tend to be more successful in engaging with Gen Z.
Social Media
As digital natives, Gen Z spends a lot of time on social media platforms. Therefore, brands that have a strong social media presence tend to perform well with this audience. Social media marketing efforts that prioritize engagement, creativity, and authenticity tend to be more effective with Gen Z.
Cause Marketing
Being socially conscious and concerned about issues such as climate change, social justice and equality, Gen Z love brands who take a stance on social issues and causes. ‘Cause’ marketing campaigns that highlight a brand’s commitment to sustainability, diversity and social responsibility can help attract Gen Z consumers.
Interactive Content
Gen Z has a shorter attention span and expects to be engaged with interactive and immersive experiences. Brands that create interactive content such as quizzes, polls and games tend to be more successful in capturing Gen Z’s attention and keeping them engaged.
Successful Gen Z Marketing Campaigns
Ryan Air’s TikTok takes off with Gen Z
Ryanair, a budget airline known for its no-frills service, is breaking the mould with its marketing efforts aimed at Gen Z. The airline’s TikTok account is filled with humorous content that doesn’t necessarily promote flying with Ryanair but instead focuses on making the brand fun and relatable.
While some of their videos poke fun at people who swear they’ll never fly with the airline, others take a light-hearted approach to social media marketing by targeting other brands.
This approach is effective for Gen Z because it doesn’t feel like traditional marketing. It’s more about having fun and engaging with the audience rather than pushing a product or service. This resonates well with younger people who don’t have a lot of disposable income and are more likely to appreciate a brand that prioritises entertainment and authenticity.
The use of humour and relatability in their marketing efforts is also a smart move for a budget airline trying to attract a younger audience. The quirky branding, like their planes with human eyes, creates strong brand recognition, as evidenced by their almost 2 million followers on TikTok.
Scrub Daddy’s Villan Era
Rather than playing it safe, Scrub Daddy leans into the role of the villain, even going so far as to film a video of them burning their competitors. While this may not be everyone’s cup of tea, it resonates well with Gen Z who appreciate companies that are unafraid to take risks and be bold.
Their TikTok account is particularly noteworthy, as it feels like it was created by Gen Z for Gen Z. The use of humour and occasional profanity is a departure from the sanitized marketing we typically see from big brands. Scrub Daddy’s willingness to go where most brands won’t makes them stand out and capture the attention of their audience.
Just Eat ft Snoop Dog
Food delivery services have become increasingly popular among Gen Z, but with an oversaturated market, staying competitive is a challenge. Just Eat, however, found a unique solution. The brand collaborated with Snoop Dogg to remix their jingle and the result struck a chord with young, cynical consumers.
In a year filled with emotionally charged ads, Just Eat’s playful approach stood out to Gen Z. The brand’s influencer campaign, featuring the likes of Sam Thompson lip-syncing to the catchy tune and a Christmas version of the rap, further reinforced their fun and accessible brand image. With over 9 million views on YouTube, the ad has become a favourite among viewers. Just Eat not only succeeded in making food delivery convenient in 2020, but also made advertising enjoyable for Gen Z.
You’re now ready to launch your first Gen Z campaign! Next steps; learn how to market to millennials.
