1 | Is Your Gen Z Strategy Mobile Only?
Not So Fast. Gen Z audiences still watch long form content on the TV with personalized, interactive experiences getting them even more connected. (Horowitz)
However, mobile devices, factored into a marketing strategy, can deliver richer experiences.
- About two-thirds (66% Gen Z’ers are often on more than one device at the same time. (IBM Institute for Business Value study, 2020)
- As for smartphones, it is estimated that 83% of Gen Zers had one in 2020, up from the 50% it reported in 2013. (e.Marketer)
- Brands with the ability to send out mobile push notifications will benefit from this to deliver a seamless experience, which will be more important than ever. (Agility PR Solutions)
- And because this generation is more finicky, personalizing messages is also important. Brands that can leverage tailored lists, SMS, and produce ads on products recently visited will see bigger returns. (Agility PR Solutions)
- Because of Gen Z’s short attention span, other social media platforms like Snapchat and Instagram offer opportunities to share stories with Gen Zers. This young audience seeks convenience and platforms providing short answers to problems will also yield results. (Agility PR Solutions)
2 | Be Proactive: Gen Z Believes Brands Can Create Real Change
Gen Z is more tolerant of gender and race than any other generation causing brands to shift to match these ideals. They gravitate towards companies that make a statement and believe brands can create real change around social issues.
- But beware, Gen Zers have no brand loyalty—52% said they will switch at once if they aren’t pleased. (National Retail Federation, 2020)
- Apple – carbon neutral by 2030 (ViacomCBS)
- Brewdog (Scottish brewer) – carbon negative in future, planting trees to off-set carbon output. Message – drink their beer for positive impact on environment (ViacomCBS)
- Ben & Jerrys – “Justice remix’d” flavor with proceeds going to criminal justice reform to help people inside of prisons (ViacomCBS)
3 | Tap into Gen Z’s Need for Escapism
Provide an escape for young to let loose and have fun
- MTV generation change – short videos to express desires (ViacomCBS)
- Fortnite party royale – festival-fun, digital event (ViacomCBS)
- Lady Gaga Fundrager – fundraiser and entertainment tied to album release (ViacomCBS)
4 | Inspire: Be Fun, Innovative and Authentic
Unlike earlier generations, Gen Zers aren’t as impressed with marketing. Their preference is for influencers who are closer in age to them, relatable and responsive. They even rank slightly higher than a recommendation from a friend.
- Entrepreneur reported that 50% of Gen Zers “can’t live without YouTube”
Brands can build additional engagement with their own channel on YouTube.
- Lush Cosmetics went behind the scenes to show consumers how their products are made as well as how to use them creating much success in this digital space. (Agility PR Solutions)
- Gen Zers are the next generation of entrepreneurs with 55% more likely to start a business than millennials (Small Business Trends). Brands that address, encourage and foster this innovative spirit will discover an audience that is loyal and follows them. (Agility PR Solutions)
Help young people explore their interest in travel, in culture, self-discovery (mental health improvements)
- Window Swap – online site that shows a view of someone else’s window to have a view into their world (ViacomCBS)
- Trippin – travel guides with celebrities to see other locales (ViacomCBS)
- Coke – together tastes better campaign, emphasizing the importance of physically being together (ViacomCBS)