How to target the next generation of shoppers – Gen Z

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Here are my top tips for on identifying and engaging with Gen Z, to ensure they pick your brand every time.

  1. Be technologically flawless

Gen Z unlike most of us have grown up with mobile phones virtually attached to their hands – meaning they are extremely tech savvy and have immediate access to information at the touch of a screen and no patience for delays.

For brands, this is crucial to your marketing strategy. If your online content is not optimised for mobile devices, Gen Z won’t hesitate to swipe up from their screen. If your site response is slow, they’ll quickly locate your competitor, which is why it’s important to engage in a user-centric approach in order to grab their attention. To do this, ensure you’re creating mobile-friendly content that is clean, professional and up-to-date.

Remember technology isn’t a tool – to Gen Z it’s a part of their life.

  1. Encourage collaboration

Gen Z want to be fully involved in the learning process, preferring interactive experiences and the opportunity to come to their own conclusions.

This is something that should apply to your business if you want to target Gen Z. Simply work with them and involve them in the decision-making process, rather than telling them what to do. If you have a brand identity that strongly resonates with students, Gen Z influencers will advocate it and word of mouth (i.e. social media) will positively boost your brand’s reputation.

  1. Be real and authentic

Social media should only be used as a tool to connect with Gen Z, not to inundate them with hard – sell adverts. Gen Z is very aware that there are real people behind the brands, with 70 per cent favouring an informal and friendly attitude from brands across their social pages. Humanising your business will reinforce authenticity.

  1. Video is key

Showcasing your brand values on social media can revolutionise the way Gen Z see your brands. A video as short as 1.2 seconds can interrupt their swiping and grab their attention – meaning business must utilise the medium currently favoured by students.

Gen Z gets satisfaction from being informed and entertained and your brand should follow these guidelines. It’s important to remember however, that you’re adding value to your videos – such as product demonstration, interesting insights, or an authentic story. Give Gen Z something to stick around for, they’ll stick around and actively promote your business without you even asking.

  1. Have a clear purpose

If businesses want to make a lasting impression on Gen Z, they need to establish a purpose that resonates with their strong values. As a pragmatic generation, students’ will disregards brand messages that do not embrace reality. They have strong beliefs in stigmatic topics such as gender, equality, sexuality and mental health – yet struggle to see brands reflecting modern society in an authentic way.

Prove to Gen Z that you are socially and politically conscious. They are purpose-driven and will be looking for brands that stand for something authentic.They want to make an impact – if a brand follows the same mindset, this generation will be much more inclined to remember your brand first, amongst a saturated market of competitors.

Brought to you by James Purcell, Gen Z Strategist, Growth Tank

James Purcell has over 10 years’ experience in marketing and now focuses on Gen Z – the younger siblings of millennials aged between 12-20 years. James will be on the panel of industry speakers at the Naturally Good Expo in Sydney this April. James will lead an informative education session, designed to help businesses identify and cater to this new fleet of shoppers, who are digital natives, extremely tech savvy and demanding change. For further information about the Naturally Good Expo and how you can register, along with a full run through of the education program planned, visit https://naturallygood.com.au

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