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Keeping up with the times in marketing is a big challenge, especially for small and medium-sized companies without a huge marketing department. Hitting the tone of the young target groups is even more difficult. What makes Gen Z tick and how should I assess the generation of today’s 15 to 25 year olds?
What is Generation Z?
Baby boomers, millennials, Generation Z – there are now a number of terms for generations, i.e. people who were born in a certain period of years. Behind these summaries of people in one term lie various characteristics that are particularly common in this birth cohort and that define this cohort. Behind the Term Generation Z or Gen Z for short, such attributions are hidden.
For example, if you want to find out comprehensive information about Gen Z, their attitudes and behavior, their language and other peculiarities, you can find bedeutungonline.de This is a site that explains important terms in society, business and culture and also collects comprehensive knowledge on all important topics related to a term. Using these and other sources, the following most important descriptive characteristics emerge for Generation Z:
- completely online, always online
- Networking via social media
- not very decisive
- high need for security
- strongly individualistic
Five tips for optimal Generation Z marketing
Why is describing a generation important for marketing? Marketers must the language of the target group speak, behaviors and preferences as well as attitudes towards the economy, society and culture in order to tailor advertising and marketing to these people. The characteristics of Generation Z highlighted above therefore result in special marketing tools and methods that precisely address the Gen Z target group.
1. Get attention immediately
The attention span of teenagers and young people is getting shorter and shorter. While the previous version was 12 seconds, the time in which you can get people’s attention with your message is now 8 seconds for Gen Z. It is therefore important to catch the target group immediately with advertising measures. Important points here are:
- memorable and clear advertising messages
- sophisticated and eye-catching design
- more pictures and videos than text
- Mixture of entertaining and informative
- interactive and communicative
2. Make advertising very personal
Simply pointing out the quality of a product is not enough to convince Gen Z to buy it. Advertising and companies must be personal, tangible, and emotional. The best way to do this is through storytelling and building bonds and relationships through a well-developed community management and social media team.
3. Take social challenges seriously
Generation Z is particularly focused on sustainable social issues such as climate change, equal rights and data protection. It is therefore important to take these issues seriously in marketing and not just touch on them with lukewarm phrases. It is important to remain authentic and to really live the values that you convey in your messages.
4. Build authentic trust
Authenticity is also a key point when it comes to building trust with the Gen Z target group. Quality and organic seals, experts, reviews and testimonials are not just a means to an end, but an honest and trusting basis for a good customer relationship.
5. Develop new channels such as TikTok and Co
Ultimately, it is important not only to speak the language of Gen Z and know their preferences, but also to be where the target group is. Expanding the old marketing channels to include new ones such as TikTok, Instagram, YouTube and Co is essential to reach young people and soon also die Generation Alpha to reach.