Gen Z is the newest generation entering the workforce and gaining purchasing power. Born between 1997 and 2012, this generation is rapidly becoming a key demographic for marketers to keep their eye on. These 12 to 27-year-olds are highly accustomed to the digital age, and their behaviors and preferences are significantly shaped by the online environment.
Key Traits
Tech Savy
Diverse and Inclusive
Value Authenticity
Shorter Attention Spans
90% of Gen Z are active on social media platforms.
More than half of Gen Z spends a minimum of three hours daily on social media.
Digital Habits
Data shows that Gen Z is much more likely to be influenced by social media and influencer marketing. Gen Z adults are 10 percentage points more likely than Millennials to say they’ve purchased a product in the past six months because an influencer/blogger recommended it on social media (29% vs. 19%).
There has been a more than 100% increase since 2020 in Gen Z using social media for researching products and brands
Strategies for Advertising to Gen Z
Online Shopping: 73% of Gen Z prefers shopping online due to convenience and better price comparisons. Advertise online purchasing options!
Influencer Impact: Influencers play a significant role in Gen Z’s purchasing decisions, with 60% of Gen Z trusting social media influencers’ recommendations more than traditional advertising!
Leverage Social Media: Tailor content to the platforms where Gen Z spends their time. For instance, use short, engaging videos for TikTok and visually appealing posts for Instagram.
User-Generated Content: Encourage your audience to share their own content related to your brand to foster a sense of community and trust.
Focus on Financial Incentives and Accessibility: Considering the financial concerns of many young Gen Z’ers, price sensitivity and value for money are important. Providing exclusive discounts or loyalty rewards for younger consumers is a great way to appeal to them.
By leveraging social media and digital engagement, brands can effectively connect with this influential generation and build lasting connections. As Gen Z continues to grow in purchasing power, adapting to their unique characteristics will be key to staying ahead in the competitive landscape!
Need help advertising to your audience? Let’s talk!
Sources: Analyzify, Statsia, CivicScience, eMarketer, Deloitte, HubSpot.
