How to market to Gen Z.

Who exactly are Gen Z? They're the generation born between 1995 and 2015. They're finally entering the workplace, gaining independence, and starting to splash their well-earned cash. With that in mind, grasping a clear understanding of what Gen Z wants from your brand is so important. So, if you’re wondering, ‘How do brands communicate their purpose to Gen Z and appeal to their needs?’ Keep reading Ello Group’s guide.

1. Make the most of digital.

Gen Z has grown up in the digital age, so they're very comfortable with tech. In fact, they don't know a world without the internet, with 45% of teens saying they are online 'almost constantly'. 

The evolution of tech has rendered traditional marketing ineffective with Gen Z. They're super sceptical about anything that directly looks or sounds like an advert. Artificial intelligence and behavioural data are two big influences on brand engagement. They guarantee the content they receive is relevant, engaging, and worth their time, which is becoming all the more precious.

So, your marketing campaigns must mirror this and use data to create meaningful online experiences that hit the mark with your target audience and build a good relationship. Personalised communications, targeted social content, and offering relevant customer loyalty rewards schemes are a few quick wins you could try.

2. Optimise for mobile.

Smartphones are a huge part of Gen Z's lives; 95% own a mobile, with 55% spending five or more hours a day on one. Gen Z consumers are also 2x more likely to shop on mobile than Millennials.

This gives your brand a fantastic opportunity to reach Gen Z. You need to take a mobile-first approach and make sure you produce content that's optimised for mobile.

3. Grab Gen Z's attention.

Constant access to technology and 'always on' information means attention spans are getting shorter; shockingly, the average attention span for Gen Z stands at just eight seconds. That leaves very little time to convince Gen Z that your website, email, article, Facebook post, or any other form of communication is worth their time.

While much has been made of the so-called short attention spans of Gen Z, it's actually more a case of them filtering out the things they don't need. If you can find a topic that grips them, you'll be able to hold their attention for the duration of the communication. This leads us nicely to our next point...

4. Stay on top of trends.

To connect with Gen Z effectively, you've got to stay on top of trends and conversation topics to stay relevant and timely. Try to become a trendsetter in the market; it'll help your brand assert and define its presence. 

You need to keep an eye on the news surrounding your sector and jump at the chance to capitalise on it. For example, during a recent UK heatwave, EasyJet gained huge exposure by inviting UK consumers to hop on one of its planes and "cool down in Faro", which was actually twelve degrees cooler than London at the time.

Jumping on timely events like this, which are very likely to be seen by Gen Z across online channels, helps keep your brand relevant and exposes you to key audiences.

5. Communicate your brand values.

Gen Z is constantly connected. They're extremely aware of society's and the planet's challenges. They look for brands that share the same core principles. So, how do brands communicate their purpose to Gen Z?

You must present your brand with care and integrity. You've got to be cautious; your brand shouldn't just latch onto societal issues because you feel it has to. Gen Z will see through companies that aren't authentic. Align it to a greater purpose and actually make a difference for those issues – this will resonate with this socially conscious and always switched-on generation.

How to market to Gen Z with Ello.

Keeping on top of trends and making the most of tech is one thing, but it’s just as important to be aware of the current economic concerns of Gen Z. The cost of living crisis, inflation, and the tough job market means that young people are more hesitant to spend. 

To draw in potential customers from this demographic, you need to convince them that your services are worth their cash. Ello Group can analyse your organisation's data and put together bespoke solutions likely to boost your customer retention and acquisition through a series of loyalty and rewards platforms.

We can offer your customer base dining rewards, entertainment benefits, cinema rewards, and more, depending on what is most suited and convenient for your clientele. Take tastecard, for example, the UK’s largest discount dining platform, used mostly by people between the ages of 18-24 and 24-34. 

Now that you know how to advertise to Gen Z, access tailored solutions to boost your acquisition and retention of this demographic with Ello Group. Get in touch with our team of customer engagement specialists today, and let’s get to work on creating your very own bespoke loyalty programme.