Future Proofing for the Rise of Gen Z
So you’re a small business owner, nailing your marketing efforts and ensuring you have an innovative and profitable business, right? If so, you definitely want to know about this. We have a secret to let you in on – Generation Z (also known as Gen Z and Zoomers). This group of young people defined by Business Insider as being born between 1996-2010, are set to be the next biggest consumer group and are going to be one of the most important factors in keeping your business ticking well into the future.
Gen Z is the first generation to be raised entirely on the internet and social media. While some older generations like to dismiss Zoomers as “tech-addicted” and “anti-social”, this generation is made up of some of the most discerning buyers we have seen yet. As the experts at Business Insider say: “After ignoring the digital revolution and millennial buyers for too long, retailers and brands have spent the last decade trying to catch up to millennials’ interests and habits — so it’s critical for them get ahead of Gen Z’s tendency to be online at all times, and make sure to meet this generation’s digital expectations.”
The amazing people over at VaynerMedia released a super interesting report detailing the essential aspects all brands need to know in order to build relationships with their future Gen Z consumers now.
Here are the 5 key takeaways you need to know, plus how they impact your business:
1. Zoomers are a hopeful bunch
While many of the younger members of our society have reported increased anxiety; 49% say they have become more anxious, and 44% believe that COVID-19 is going to impact their future in a negative way. While a majority 51% of Gen Z’s report that they believe things will get better.
What should you do? Be the brand the Gen Z can believe in! Show these kids that you want to build a brighter future too and how your business will help make that happen. This generation is hopeful, but they also hold their favourite brands accountable.
2. Gen Z aren’t influenced, they are the influencers
VaynerMedia’s report detailed Generation Z as the influential members of their family. Over 75% of Zoomers reported that they impact their parents’ habits, for example; trying new food, exercising more or becoming more tech-savvy.
This is one of those “aha!” moments for brands – it’s time to head straight to the source. You don’t need to spend time convincing mum and dad you’re the business to buy from, you need to redirect that energy to their teenage son/daughters.
3. Get ready to be educated
This group of youngins are not afraid to call out unhealthy or socially irresponsible behaviours when they see them. They also reported that they find role models in their parents more often than in celebrities. If you want to capture this group’s attention – make sure you keep things real. You can read all about delivering authenticity in your marketing through our other blog here.
4. Youtube is where it’s at
If Gen Z could live with only one social platform, it would be YouTube. 38% of Zoomers said they would never want to be without the platform. Does this mean you need to rush out and start a YouTube channel? Not necessarily. What it does show is that if you want to engage with Gen Z, you need to keep your messaging diverse, genuine and in-line with your audience’s values.
5. Zoomers aren’t just mini-millennials
The most important take-away from VaynerMedia’s report is that while Millennials and Gen Z have a lot of similarities, they are still very distinct groups. If you want to future-proof your business and engage one of the most populous generations before asking them to be paying customers, it is time for you to start thinking about marketing for Zoomers.
Perhaps signing up for that TikTok account wasn’t such a bad idea after all…
Curious about how this information could help guide your marketing? The saying; “put yourself in someone else’s shoes” goes a long way. Especially if you’re doing business. Knowing the right kind of content to put out to appeal to the Gen Z mass is important, and who better to do it than a bunch of millennials? That’s right, you’re looking at one such bunch: us. Hello. The team at Bento Box Design Studio.
Looking for a branding face-lift to engage a younger audience? Get in touch with us today to find out how we can help you become good mates with these new generation influencers.