Generation Z is a highly diverse, social generation who have grown up in the digital age. While there is no consensus on their exact demographic, they range in age from teens to early twenties and are often referred to as digital natives. Generation Z, which already comprises a full 25.9 % of all Americans, eclipsing even the Boomers, has already been coined the most disruptive generation in modern history. Instead of waiting for ideas to filter through the generations that came before, Generation Z-ers are tastemakers — often before they’re out of elementary school. Social media has demolished all barriers to communicating about brands and products. If you can write, you can share, and Generation Z is all about sharing. To this end, brands must talk the talk. Every message must be authentic and engaging with consistent content created through all brand channels.
What’s important to Generation Z? What excites them? Finding and sharing the best stuff in the world. They aren’t just consumers, they are curators. They not only discover brands and products but they evaluate them with brilliant objectivity, sift through them, and share the results. Research into this demographic shows that online networks and communities give Gen Z a feeling of belonging and connection. Brands can use ready-made communities driven by shared interest in content to engage. Working with key influencers to develop content that they want to see is another route to the holy grail of Gen Z – their approval.
To this end, brands must talk the talk. Every message must be authentic and engaging with consistent content created through all brand channels. Content needs to be both relevant and insightful. Keeping a footprint in an established network where this generation resides is important. However, social activity must be tailored for each platform for the right campaigns; brands cannot recycle social activity for one platform such as Facebook and roll it out on Vine.
Of course, all this Gen Z knowledge isn’t much good if they can’t be found. Data shows that among popular social media, Instagram is the only one that’s capturing Gen Z’s attention. If brands want to get on Gen Z’s radar, they’ll have to get creative, not only in their approach but how they seek out this tech-smart set, whose 8-second attention spans leave little room for second chances. Ready or not, Generation Z is here, and they are the future.
As a Gen Z parent, I am thrilled to have a front-row seat as we watch them change the world before our very eyes. Let us know what you think and as always stay #TopRight.