If you’re reading this, you’ve probably wondered about Generation Z’s potential for your business— and with good reason. This generation is growing in number and buying power.
But are Gen Zers a good market for you? And should you spend time marketing to them?
Let’s take a deeper dive into what they’re like.
Who makes up Gen Z?
Generation Z, also known as Gen Z, iGen, or postmillennials, is made up of those born between 1997 and 2012. As of 2024, they’re aged 12 to 27 years old.
A few facts about Gen Z:
- They’re the first generation to not know life without the Internet and are thus tech savvy.
- Their primary space, social media, is also their entertainment center, social hub, learning platform, and news source. Most of their entertainment has some form of commerce woven into it.
- They represent about 20% of the US population in 2023, per the US Census.
- Estimated buying power in 2021 was $350 billion, per Bloomberg & Gen Z Planet.
- A good purchasing experience—during and post-purchase—is important to them.
- They’re a socially conscious generation that values authenticity.
These facts alone can point to their being a good market for certain businesses.
12-year-olds? Really?
Yes, they’re young. But they’re not ALL young. Most of us think of Gen Z as our teen or pre-teen kids or grandkids, but they make up only part of the whole.
The 27-year-olds, for example, could be first-time home buyers. And they certainly could be buyers of small business products or services.
Is Gen Z a good market for you? Maybe, maybe not.
Creating a customer avatar profile is a good way to help you figure out which age group is a good fit.
RELATED: Better Marketing with Customer Avatars—The What, Why & How
But, even if they’re not a good fit for you right now, they may be in the near future.
In 5 years, 27-year-olds will be 32. Are you going to start getting ready for them then? Why wait?
Start making small shifts now. Cause marketing tactics shift much more quickly today and a lot can happen in 5 years.
Get ready now to benefit later
Remember when we all looked at TikTok with skepticism 5 years ago? Many thought it wouldn’t be more than a dance video forum, much less a business marketing platform. But there are businesses making big bucks from it today.
We’re not saying you have to be on TikTok. But we’ve all seen new trends or apps that had a ripple effect in other areas.
TikTok and Instagram, for example, popularized video marketing for businesses. It’s why most marketers try to include video in their content today.
If you saw that shift coming and jumped on using video early on, congrats. You likely have a large advantage over your competitors.
If you want to get a jump on your competitors now, then adopting techniques that appeal to Gen Z could be your chance.
Target the technique, not the market
Gen Z might not be the best market for your business yet. That’s fair.
But it’s worth looking at how they affect the norms of communication and their expectations. Because some of their expectations appeal to Millennials and other age groups as well.
So you you don’t have to spend money targeting this group specifically, but we suggest using some of their preferences to guide your style of messaging.
Gen Z norms and expectations that could help your small business get attention
1. Authenticity is top priority
This is true of other age groups, but Gen Z is especially sensitive to ‘salesy marketing.’ This is why the trend online now has been to share educational or helpful information in a relatable and transparent way. It appeals to Millennials and others too.
2. Visuals are EVERYTHING
Gen Z prefers visuals to reading. All of those blog posts you wrote are still great for your website, but on social media, you want to focus on video and photos. The “show, don’t tell” motto is key.
3. Mobile first and foremost
Desktop? What’s that? We’re kidding. They do use PCs… for school and office work. To get attention on social or in ads, your messages need to look great on mobile.
4. Micro moments for the win
Gen Z isn’t the only generation with a short attention span. Everyone is reading less now, so focus on snappy messages that get attention fast.
Skip the video intro (“Hi, my name is x with ABC company.”) and just get straight to the meat of the message.
5. Find customers who might be influencers
Negative media stories have made it easy to scorn influencers, but influencers can make a difference for certain products or services. They influence the buying decisions of Gen Z and Millennials and can help you gain trust among those groups.
Consider local influencers before you assume they won’t work.
An easy way to dip your toes in is to see if any of your customers or reviewers have a following online. Also see if fans who comment or like your posts have followers. Even just 1,000 followers can make an impact if they’re mostly local and the content is good.
6. Make time for 2-way conversations
Do you use social media for one-way message blasts? Just post and leave? Think of it more as an opportunity for two-way conversations. It’s what comments are for.
Comments that go unanswered could be lost opportunities.
Speaking of comments. Gen Zers heavily research a brand before buying (70%). Part of that research is done on social media, and includes checking responses to comments.
7. Support your favorite cause publicly
Is there a social cause or community effort that’s close to your heart? Embrace it and show your support online. Gen Z cares about the world and loves seeing businesses that get behind local or global causes.
Whether Gen Z is the best market for you or not, we hope these tips convince you to shift your marketing communication a bit.
Because learning how to speak to Gen Z now will help you bypass competitors as they wake up later.
Have any questions? Let us know below or send an email.
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