{"id":9514,"date":"2022-02-03T20:49:51","date_gmt":"2022-02-03T20:49:51","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/03\/five-ways-gen-z-differs-from-millennials-when-it-comes-to-marketing\/"},"modified":"2022-02-03T20:49:51","modified_gmt":"2022-02-03T20:49:51","slug":"five-ways-gen-z-differs-from-millennials-when-it-comes-to-marketing","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/03\/five-ways-gen-z-differs-from-millennials-when-it-comes-to-marketing\/","title":{"rendered":"Five Ways Gen Z Differs from Millennials When it Comes to Marketing"},"content":{"rendered":"

<\/a>\n<\/p>\n

\n
\n
7 minute read time<\/h6>\n

\n Campaign Monitor – Feb 3, 2022<\/span>\n <\/p>\n

\"\"\/<\/section>\n

Marketing to Gen Z can seem like a tough task. Even <\/span>understanding <\/span><\/i>Gen Z might seem like a tough task, let alone understanding how to win them over. But, the time to start thinking about how to connect with them is here.<\/span><\/span><\/p>\n

Defined by Pew as individuals born between 1997 and 2012, individuals belonging to Gen Z are beginning to graduate college, enter the workforce, and have some spending power. And they\u2019re radically different than generations that have come before them.<\/span><\/p>\n

CM Group<\/span><\/a>, of which Campaign Monitor is a part of, recently surveyed over 1,000 consumers across generations to better understand the coming-of-age generation and their motivations, behaviors, and preferences.<\/span><\/p>\n

For the full report, make sure to head here!<\/span><\/a> But for now, take a look at these five ways that Gen Z differs from Millenials when it comes to marketing.<\/span><\/p>\n

1. Gen Z is more likely to listen to individuals, not brands<\/h2>\n

One of the most fundamental and important differences between Gen Z and millennials is that <\/span>Gen Z is more likely to trust individuals than particular brands or media outlets.<\/p>\n

\u201cIndividual voices are gaining prominence, and especially for younger generations, the idea of trust in media is shifting to voices even more than brands and media outlets,\u201d says Kerry Twibell, a former media executive who has worked at MediaLink, Hearst, Conde Nast, Newsweek, and News Corp.<\/span><\/p>\n

This has implications not just for how Gen Z consumes media, but also how they shop. According to the study, Gen Z is more likely to seek out the recommendations of online influencers they trust compared to prior generations.<\/span><\/p>\n

So what does this mean from a marketing perspective? We\u2019ve known the value of personal recommendations for a while now, but with Gen Z, it\u2019s only going to be more important. And for brands small and large, a key part of their marketing strategies moving forward is going to be centered around being able to get real people to talk about your product.<\/span><\/p>\n

So, how do you do this?<\/span><\/p>\n

Three strategies for getting individuals to talk about your product<\/h3>\n
    \n
  1. Collect reviews at every point possible.<\/b><\/span> Whether it be by email, text, or simply asking in-person \u2014 collecting reviews for your company or individual products is going to be more and more important.<\/span><\/li>\n
  2. Incorporate user-generated content (UGC) into your marketing strategy. <\/b><\/span>If people take pictures with your product and tag you in them on social media, don\u2019t be shy from sharing it from your own account. Plus, if you can find ways to encourage people to post about your brand online \u2014 maybe with a giveaway or contest \u2014 it\u2019ll only take your brand\u2019s reach further.<\/span><\/li>\n
  3. Identify influencers in your industry and invite them in. <\/b><\/span>Working with influencers may seem like a marketing tactic for <\/span>big brands<\/span><\/i>, but it\u2019s totally attainable for brands and businesses of all sizes. We\u2019re not saying you have to slide into Kim Kardashian\u2019s DMs, but if you\u2019re a local coffee shop, for example, we can practically guarantee there\u2019s someone in your town who has an account dedicated to trying local restaurants and coffee shops. Reach out to them and build a relationship, and you could very well win over an influential voice in your area.<\/span><\/li>\n<\/ol>\n

    2. Gen Z craves authentic, in-person experiences<\/h2>\n

    With the rise of remote work and the dawn of the metaverse, there\u2019s been a lot of talk about how future generations are going to be less personally connected and more digitally connected than ever. It turns out, though, that Gen Z isn\u2019t necessarily on board with that trend.<\/span><\/p>\n

    Just because Gen Z has grown up with more access to technology than any other generation doesn\u2019t mean they\u2019re more obsessed or enthusiastic about it than millennials are. They\u2019re more aware of the dangers of bad technology habits, and they aren\u2019t afraid to ditch technology for a better experience \u201cIRL.\u201d<\/span><\/p>\n

    At the same time though, they are very digitally active, relying on social media for everything from connecting with friends to consuming news.<\/span><\/p>\n

    \"Statistics<\/a><\/p>\n

    Gen Z is more likely to get their news from social media than millennials.<\/p>\n<\/div>\n

    So what does this blend of tech-savvy and in-person preference mean? As marketers, it\u2019s important to make use of both.<\/span><\/p>\n

    \u201cBrick-and-mortar spaces, as well as pop-up initiatives, aren\u2019t sales drivers anymore. They\u2019re media moments,\u201d says Monica Deretich, former VP of Marketing at TechStyle Fashion Group and proven leader specializing in strategic data-driven marketing centered around customer experience.\u00a0<\/span><\/p>\n

    What does this blend look like? It\u2019s going to vary widely based on your brand and your budget, but brands and businesses that can create an in-person experience that\u2019s also socially shareable are the ones that will take advantage.<\/span><\/p>\n

    3. Gen Z demands supply chain ease and transparency<\/h2>\n

    Gen Z\u2019s brand loyalty hinges on transparency and consistency across the full brand journey \u2014 <\/span>right up to the point where a product arrives on their doorstep<\/span><\/a>. This means that they demand speedy, flexible, and predictable shipping options.<\/span><\/p>\n

    For marketers, this means thinking less about customer experience and messaging as separate entities.\u00a0<\/span><\/p>\n

    \u201cMarketers today need to look beyond messaging,\u201d says Monica Deretich, a retail industry advisor. \u201cWhen you own customer experience, considerations well beyond marketing matter deeply to your success\u2014including automated fulfillment, cloud-based logistics technology, predictive planning, inventory visibility, and next-day, same-day, or even same-hour <\/span>fulfillment solutions.\u201d<\/span><\/p>\n

    Gen Z is more than willing to abandon their carts if shipping ease and convenience aren\u2019t there. The same goes for payment systems. Brands that offer contactless payment and buy-now-pay-later options are the ones that will connect with Gen Z the most.<\/span><\/p>\n

    \"Apple<\/a><\/p>\n

    Gen Z is more likely than previous generations to adopt alternative payment options like Apple Pay.<\/p>\n<\/div>\n

    4. Gen Z is more willing to part with their personal information<\/h2>\n

    We wrote earlier about Gen Z\u2019s technology habits and their awareness of the downside of too much technology. Knowing that, you might think Gen Z would be more protective over their personal information. But, according to the study, Gen Z actually ranks their privacy as less important to them than previous generations. On top of that, Gen Z is also less likely to object to companies having their personal data. It\u2019s an interesting combination, and one with plenty of opportunities. <\/span><\/p>\n

    Gen Z is more willing to part with their personal data if it means a more personal customer experience, and this is a huge opportunity for marketers. By asking for information \u2014 whether it be from a <\/span>signup form online<\/span><\/a> or during a purchase in-store \u2014 marketers have the chance to create more personalized customer experiences.\u00a0<\/span><\/p>\n

    Whether it be through segmented emails<\/a>, or an SMS campaign<\/a>, Gen Z\u2019s willingness to engage with brands this way is a big plus for marketers who are willing to meet them there.<\/span><\/p>\n

    5. Gen Z doesn\u2019t just prefer sustainable choices, they demand them<\/h2>\n

    Millennials are more eco-conscious than the generations that came before then, and really started to swing the pendulum by showing a preference for sustainably produced products. But, whereas millennials might simply <\/span>prefer <\/span><\/i>that a product be sustainably produced, Gen Z <\/span>demands <\/span><\/i>it.<\/span><\/p>\n

    Gen Z is less optimistic about climate change than Millennials are, and this is very likely to influence their purchasing decisions. \u201cSustainability and related topics represent an important way to connect and build authentic relationships with consumers outside of the usual promotional communications,\u201d says Laura Carrier, a seasoned retail and technology consultant who has worked within retail brands including Saks Fifth Avenue and Macy\u2019s, as well as at digital marketing firm, MediaMath.<\/span><\/p>\n

    This means that businesses need to start thinking about ways to make their operations more sustainable, and making sure they actively communicate those things to their customers.<\/span><\/p>\n

    Preparing for a new type of consumer<\/h2>\n

    The time to start preparing for Gen Z is already here. As more and more of Gen Z starts graduating and entering the workforce, their spending power will continue to grow, and it\u2019s important that marketers grow with them.<\/span><\/p>\n

    Luckily, marketing technology is also evolving, and creating these kinds of personal brand experiences that Gen Z demands isn\u2019t just for the <\/span>big brands <\/span><\/i>anymore \u2014 it\u2019s attainable for just about everyone.<\/span><\/p>\n

    Curious to give Campaign Monitor\u2019s personalization<\/a>, segmentation<\/a>, and automation<\/a> features a try? Sign up for free<\/a>!<\/p>\n<\/p><\/div>\n