Members of “Generation Z” are considered to be all of those born between 1996 and 2012. They are one of the first generations of digital natives, who have grown up in the midst of two major economic crises, which has caused them to have very different shopping habits than previous generations.
Unlike Millennials, who have more impulsive buying habits, Generation Z analyze buying options very well before making a decision.
Members of Generation Z tend to take much more thoughtful decisions than Millennials, reviewing comparisons, guides and reviews from other buyers before making a final purchase decision. They are a challenging segment of the population, being digital natives they ignore traditional advertising and use Ad Blockers to avoid annoying display ads.
To better understand how to get the attention of this generation, below we share some tips that might help:
-Understanding Generation Z: These are digital natives, they are a segment of the population used to surfing the Internet through their mobile phones and tend to prefer social networks to blogs and other content.
-Payment flexibility: Generation Z shoppers value flexibility above all things. It is for this reason that some brands such as Amazon or PayPal, have introduced fragmented payment options, allowing customers to pay in several installments. This is a young audience, under 30 years old, so their purchasing power is not usually very high, which means they appreciate offers that offer flexible or deferred payment methods.
-Truthful advertising: Being a generation of digital natives, who have grown up watching internet advertising, Generation Z has a keen eye for spotting fake or low-quality offers. One of the best ways to optimize social media advertising campaigns or display ads for this generation would be to have a marketing expert who belongs to this age group and who is able to convey a truthful message to the consumer.
-Authenticity: Generation Z responds positively to brands that are transparent. They also care about their privacy, so it’s important to show where data is sourced and create realistic marketing campaigns. This demographic also demands clear and visible contact information.
-Microinfluencers: Influencer marketing used to work very well for the Millennial audience. However, this younger segment of the population distrusts these figures. Instead, they prefer smaller accounts, as they are more trusted because they perceive that they are not “selling themselves” to advertise something, but are showing something they are really passionate about.
-Social Fighters: Members of Generation Z are often very involved in social and political struggle causes. Those brands that are able to show genuine concern for these issues tend to connect very well with this audience. In this sense, it is very important to get involved only in those causes that you really understand, otherwise it is possible to get the opposite result, producing rejection among young people.