Marketing To Gen Z: How To Do It The Right Way 

Born between 1997 and 2012, Gen-Z, also known as the iGeneration or post-millennials, is the demographic cohort following the Millennials. This generation is the first to have grown up entirely in the digital age, and as such, they have a unique relationship with technology and digital media. 

When marketing to Gen-Z consumers, it is paramount to understand that they have a high degree of digital savviness and are quick to identify inauthentic or insincere marketing messages. As a result, traditional marketing techniques may be less effective for this demographic. 

Gen-Z is a digital-native generation that values authenticity, personalisation, and social and environmental responsibility. To effectively market to them, brands must adopt a mobile-first approach and leverage social media, influencer marketing, and personalised experience – your content should communicate a transparent and inclusive message while demonstrating its value to this price-sensitive demographic. 

Here are some basics of marketing to Gen-Z digital consumers: 

Use social media: Gen-Z is a highly social and visual generation, making platforms like Instagram, TikTok, and YouTube essential for reaching them. They are also likely to be more engaged with influencer marketing and user-generated content, so consider incorporating these tactics into your social media strategy. 

Be authentic: Gen-Z values authenticity and transparency in the brands they support. As a result, they are more likely to trust and engage with open and honest brands about their practices and values – this means that traditional advertising techniques such as false claims, greenwashing, or celebrity endorsements may fall flat with this generation. 

Create personalised experiences: Gen-Z is accustomed to a highly personalised digital experience and expects brands to deliver the same level of personalisation. Consider using data and analytics to personalise your marketing messages and create personalised experiences on your website and social media platforms. 

Be mobile-first: Gen-Z is a mobile-first generation, meaning they spend a significant portion of their online time on mobile devices. Optimising your digital marketing efforts for mobile, including your website, social media, and email campaigns, are essential. 

Be inclusive and socially conscious: Gen-Z is a highly diverse and socially conscious generation; they are more likely to engage with brands that promote inclusivity and address social and environmental issues. 

Show Value: Gen-Z is highly price-sensitive and has less disposable income than previous generations; focus on providing value and demonstrating how your brand can meet their needs and improve their lives.