Understanding and Attracting Generation Z
4 tips on marketing to the iGen segment
AMY ROSS, MANAGER — BRAND AND PRODUCT MARKETING
Move over, millennials! Generation Z has arrived and they have higher expectations than their predecessors. Born between 1996 and 2010, this demographic group (sometimes called the iGeneration or iGen) only knows a world that is driven by technology and connectivity, having been raised on the internet and social media.
Gen Z: Case in point
According to research from Business Insider Intelligence, by 2026, Gen Z is estimated to become the largest U.S. consumer population at 82 million strong with up to $143 billion in spending power.
What you need to know
Whether you’re marketing to them or welcoming them into your workforce, it’s important to understand Gen Z and how they’re different from older generations. Here’s a list of comparisons:
- More racially diverse
- Less traditional family backgrounds — more single-parent and same-sex parent families
- More likely to have friends from various ethnic, religious and racial groups
- More risk-adverse, having been raised during a recession
- Less confident in current economic system
- More inclined to entrepreneurism
- More religious
- Spend more time online
- Use phones more than television for entertainment
Additionally, you may find that Gen Zers have shorter attention spans than millennials, thanks to apps like Snapchat and Vine. But that doesn’t mean they can’t multitask — quite the opposite in fact. As author George Beall notes, “Gen Z can quickly and efficiently shift between work and play, with multiple distractions going on in the background … working on multiple tasks at once.”
4 tips on how to attract Gen Z
Marketing strategist Deep Patel has been focusing on this segment of the population. In an interview with Ryan Foland, he shared several key insights on how to tap into this market:
- Don’t sell to Gen Z, but instead, focus on creating content — especially video — and building a brand that relates to them.
- Maximize video platforms like Instagram and Snapchat to appeal to short attention spans.
- While pricing is a factor, it’s more about building trust.
- Stand for something of value. Gen Z prefers to buy from a brand or company that has a purpose for the greater good.
If your corporate plan includes Gen Z, you might want to revisit your approach, including how your brand and messaging is being conveyed in your marketing, advertising and promotion. We’re here to help with innovative strategies, dynamic applications and top-quality execution.