5 Mistakes To Avoid When Marketing to Generation Z

September 19, 2017 |

Generation Z, those born in 1995 or later, are swiftly becoming a segment of the population that marketers cannot ignore. Making up a quarter of the U.S. population, Gen Z-ers will account for 40% of consumers by 2020.

And while they were once thought of as “Millennials on Steroids,” this demographic has distinctive characteristics due to being raised by their Generation X parents, digital immersion, and growing up during a time when the economy was largely dominated by the Great Recession.

If you want to make an impact with Gen Z, here are five mistakes to avoid at all costs.

 1. Bury the lead. Gen Z-ers have a documented eight-second attention span. This isn’t necessarily a bad thing. It means they make decisions on whether something is worth their time at record speed. So, make sure your marketing messages show value quickly. Be ruthless with editing and get to the point.

2. Assume that the messaging Millennials respond to will resonate with them. Generation Z were young children when the Great Recession hit. They don’t remember a time when the housing market was on fire. They are much more pragmatic and cautious than their Millennial siblings. So, messaging that encourages them to give into their spontaneous impulses might fall flat.

3. Have a beautiful website that is not mobile-responsive. Gen Z-ers use an average of five screens at any given time. If you want to reach them, make sure your website works well on desktops, laptops, and all kinds of mobile devices.

4. Brag about being an “industry leader.” Generation Z will not be impressed by how many awards you’ve won if your content is tired or your images are pixelated. You don’t have to call yourself “award winning” or “an industry leader.” Gen Z will judge you based on your digital presence. Implement regular audits of your website and social channels to make sure everything is accurate and represents your company well.

5. Minimize your commitment to social good. While Generation Z is not impressed by awards and jargon, they are impressed by companies that are committed to making a positive impact. Remember, Gen Z-ers want to make a difference. Share how you share their passion for giving back to your community and how you are committed to social responsibility. That’s a message that will resonate with Gen Z-ers.

Generation Z is on the rise and will soon have massive buying power. Now is the time to prepare and make sure your marketing connects with this plugged-in, self-aware generation.

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