Tips to help your business target the next generation of shoppers – Gen Z!BY James Purcell
- 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, or the 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 just a tool, to Gen Z’s it’s a part of their life.
- Encourage collaboration
Gen Z’s 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’s. Simply work with them, involve them in the decision-making process. If you have a brand identity that strongly resonates with students, Gen Z influencers will advocate it and spread the word through social media, which will positively boost your brands reputation.
- Be real and authentic
Social media should only be used as a tool to connect with Gen Z’s, not to inundate them with hard – sell adverts. Gen Z’s are very aware that there are real people behind the brands, with 70% favouring an informal and friendly attitude from brands across their social pages. Humanising your business will reinforce authenticity.
- Video is key
Showcasing your brand values on social media can revolutionise the way Gen Z’s see your brand. A video as short as 1.2 seconds can interrupt their swiping and grab their attention – meaning businesses must utilise the medium currently favoured by our youth.
Gen Z’s gets satisfaction from being informed and entertained, your brand should follow these guidelines. It’s important to remember however, that you’re adding value to your videos – such as product demonstrations, insights, or an authentic story, give Gen Z’s something to stick around for.
- Have a clear purpose
If businesses want to make a lasting impression on Gen Z’s, 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 their reality. 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. Gen Z 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.
James Purcell of specialist agency Growth Tank, knows a thing or two about understanding and connecting with Australia’s 4.9 million Gen Z’s. He will be panelling alongside industry speakers taking part in 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
ABOUT THE AUTHOR
James Purcell of specialist agency Growth Tank.