Generation Z, defined as anyone reaching adulthood in the second decade of the 21st century, is a pretty prime business audience right now. In fact, as we move into 2020, Gen Z looks set to account for 40% of our consumers. Those are high stats, and they provide a powerful incentive for businesses to start considering this change sooner rather than later.
Social media is, of course, at the heart of any Gen Z marketing strategy. Remember, this is a generation that’s grown up interacting through a screen, and their buying processes don’t look set to be any different. But, even if your product should appeal and your socials are up to date, it’s possible that you could miss the Gen Z mark by making a few critical mistakes.
The fact is that finding ways to reach this new and mostly untested audience isn’t easy. Many companies have already crumbled under pressure, and you’ll be following them to a 2020 grave if you don’t address issues such as –
Unfriendly eco practices
If recent months have taught you anything, it should be that Generation Z cares more than most about our environment and what companies are doing to it. Fronted by icons like Greta Thunberg, this upcoming consumer base most definitely seems willing to pay more for eco-friendly products.
If you’re currently all about cutting costs with poor practices and waste removal without recycling, then your company will soon start to struggle. 40% of your consumer base is about to find your detestable, remember!
Luckily, you still have time to turn things around. Something as simple as showing (genuine) support for the eco-cause can work here by either retweeting or donating. Equally, improving in-house recycling practices with cardboard balers, individual rubbish collections, and more, can help to increase your standing. Tackle this now, and 2020 should be a bumper year.
A total lack of diversity
Gen Zers don’t just champion the environment. Diversity in all things is also at the forefront of their checklist, as it should be yours. Do note, though, that insincere diversity efforts are worse than none at all for appealing on a broad scale. This is a note that Calvin Klein significantly failed to hit earlier this year, with a lesbian-positive ad that featured… straight women!
Make sure you get diversity right by putting this priority at the heart of what you do rather than treating it as an afterthought. Seek diverse brand representatives, and make sure you’re employing a wide range of individuals, each of whom will be able to bring unique viewpoints on your Gen Z quest.
Make sure, too, that you give your ads a revamp you can be proud of with diversity in mind. Considering models from minority groups could work fantastically here, as long as you think seriously about how this fits with your brand.
And, of course, actively supporting campaigns that front the diversity cause can’t hurt either. Just make sure that you’re doing it because you care, and Gen Z may follow.
Jokes fit for Grandad
Gen Z is the most playful generation we’ve seen in years. These youngsters really do just want to have fun, meaning that cracking jokes on Twitter or integrating gamification into your promotional strategies can all work well. At least, they can if you get into the humorous mindset of these cheeky youngsters.
The sad fact is that humour, along with most other things, has moved pretty fast. You might have been at the height of hilarity back in 2010, but guess what? That was an entire decade ago! The days of LOLcat memes and the like are also pretty far behind us now.
Instead, Gen Zers are all about tech-based memes that capture their experiences on a much more understandable level. If you want to appeal, then make sure you’re using these across your social pages and beyond. Make sure, too, that you regularly check up on those changing humour styles to make sure that you don’t slip into grandad jokes that embarrass your brand and prevent sales.
Get ready for Generation Z
Take care of these, and you might be just about ready for the Gen Z influx set to take over businesses next year. Just make sure that you keep on top of your efforts, and that you tailor your techniques based on the feedback those Gen Zers themselves provide for you. Trust us; with all their communications taking place online, you can bet there will be plenty to go off!