Do You Know How to Market to Gen Z?

By Paul Peterson

Members of Generation Z, born between 1997 and 2012, are the youngest and most ethnically diverse population in U.S. history (although Generation Alpha is expected to surpass them). They are “digital natives” known for their lifelong experience with technology. Having never lived in a pre-digital world, they tend to be written off by previous generations as screen-addicted and attention-deficient, caring mainly for their devices and shying away from “real” communication.

But that’s a bum rap and, as a result, marketing to Gen Z can be tricky. Gen Zers grew up in a world marked by recession, tumult and conflict, so they tend to be more cautious and pragmatic than their millennial forbears. They better understand the value of hard work and individual responsibility and, with the advent of smart technology, they value authenticity and connection more than anyone else. Really, what Gen Zers want is to be heard and to know they’re wanted, and here’s how savvy marketers can show them that they are.

1. Anticipate Their Wants … and Needs

Netflix knows what they want to watch next. Amazon anticipates their orders well before they place them. In short: There’s nothing that is one-size-fits-all about Gen Z. Your audience, then, must be highly segmented, too, receiving messages that feel uniquely tailored to them as individuals. Do you target the do-gooders (those who are philanthropy-minded) or the go-getters (budding entrepreneurs)? These segmenting decisions don’t stop at display ads and email campaigns. Wherever you’re sending them — to a landing page on a recruitment site if you’re a higher-ed institution or, if you’re a destination-marketing organization, to an itinerary on your city’s best street-art installations — you should reinforce your knowledge of them as unique, and that your institution recognizes (and prioritizes) this.

2. Acknowledge Their Diversity

Generation Z is the U.S.’s most racially and ethnically diverse generation, with 48% being from communities of color, and Generation Alpha — born between 2013 and 2025 — is on track to surpass that number and set a new record. When marketing to Gen Z, your strategy should reflect this as well as acknowledge the seismic shifts that have occurred between generations in terms of gender and sexual norms and body positivity.

Generation Z is the U.S.’s most racially and ethnically diverse generation, with 48% being from communities of color, and Generation Alpha — born between 2013 and 2025 — is on track to surpass that number and set a new record.

3. Make Mobile Priority No. 1

Gen Z media consumption is pretty much mobile-only. According to Pew Research Center, teens say they’re on social media “almost constantly.” Smart marketers, then, will know to reach these aptly named “iGens” where they are: on their phones. Prioritize geo-targeted ads on the platforms they use most — highly visual spots on TikTok and Instagram, for instance — and make sure that any site you’re driving to is optimized for a compelling mobile-user experience.

Generation Alpha is predicted to have an even greater connection to technology. Born after the release of iPads, Instagram and AI programs like Siri and Alexa, they expect instantaneous results and consistent access to information, even on social media, which they often use as a search engine. Prioritizing clear visuals and concise wording in conjunction with social media advertising will put your services squarely on Gen Alpha’s radar.

4. Create Memorable and Meaningful Messaging

After so many years of tapping and Snapping, iGens have a reported 8-second filter, meaning that if you fail to capture their interest in this short amount of time, they’re already on to the next thing that’s clamoring for their attention. So, the strategy is good, authentic storytelling. Whether your message is relayed via article post, video or visuals, make sure its creative is top-notch and its approach is one that will rise above the increasingly competitive fray.

5. Make a Difference with Them

Gen Z has made it clear that it cares deeply about topics such as gun control, social justice and climate change, among many others, and that they aren’t afraid to speak up. This influences Gen Zers on every level, right down to what they do with their (immense) purchasing power, and they want to support brands that reflect their values — and disregard those that don’t. So, be sure your marketing strategy shares messaging about your organization’s commitment to the causes your prospective audience cares about. Show them how you’re changing the world — and how they can, too.