Blog post by: Hadley Vertz, Baer Performance Marketing Intern
Did you know Generation Z has close to $200 billion in buying power when you include their influence on parent and home purchases? If your business is looking to attract these young consumers, you will have to take the time to get to know Gen Z first.
Generation Z includes those born from the mid-1990s to the early 2000s. This makes Gen Z roughly 16-24 now, meaning this group makes up most high schoolers, college students, and recent college grads. They are entering the workforce and will become a powerful group in a few years with increased buying power.
Gen Z does, however, already hold a large amount of power as they make up the majority of Instagram, TikTok, Snapchat, and Twitter users. In addition, they have the ability to “cancel” people and businesses that don’t align with their morals and standards. So, how can you market to these young adults effectively without getting “canceled”? It’s harder than you might think.
Identify a purpose other than making money
Gen Z is concerned with much more than buying a product or service when they make purchases. They want to make sure they are supporting companies with good morals as well. This generation is concerned with environmental impact, politics, and socio-economic problems. Nearly 55 percent of Gen Z will buy from brands that are eco-friendly and socially responsible. Make sure your business has a mission that helps to better the world around you. Whether that’s donating a percentage of sales to a good cause or using environmentally-friendly materials, this will help secure sales from Gen Z and other generations as well.
Optimize your mobile experience
Did you know approximately 75 percent of Gen Z uses smartphones more than any other device? That means your business needs mobile options. One of the best ways to optimize your business’s mobile experience is by building a responsive website. This means making sure it is compatible with a mobile phone and the layout looks good on all screens. Any online store should also be available for online purchases. You can even sell products on Instagram, which will help you reach Gen Z on another platform and bring in more sales.
Understand how Gen Z uses each social media network
To successfully market to Gen Z, you must understand they use each social media platform for different activities. While Twitter is a news source for Gen Z, Instagram is a place to highlight peak points in their life. Forty-five percent of teens also use Instagram to find new products, making it the leading app in brand discovery. Snapchat is used to showcase real-life moments, and Facebook is hardly used at all. In fact, 34 percent of US teens think Facebook is for “old people.” Focus your energy elsewhere to reach this market more effectively.
Still unsure how to effectively reach Gen Z? At Baer Performance Marketing, we know the best techniques to engage these consumers. If you’re looking to increase your sales and customer base, contact us today to get started.
