It sounds strange but Millennials are dead! It’s time for a new generation and this is Generation Z, the real Teens. In comparison to Millennials, who witnessed the rise of social media and instant access to information on the web, members of Gen Z have always been digital. Much like Gen Y, they’re a digitally native generation with a shared penchant for visual forms of communication.
Generation Z vs Generation Y / Millennials
What’s new for Generation Z and how can we marke them correctly?
– Be authentic: Gen Z members have an eight-second filter when it comes to through sifting to content online. They can spot pretence instantly
– Teach them something: YouTube is their preferred social platform as it plays into their hunger for creation. They’d rather create than purchase, and YouTube tutorials are their teachers
– Align with their values: Gen Z members are pragmatic and place making a difference in the world as a top priority. Market a product to them that’s affordable and cause-driven
– Market with them and not to them: they value the ability to collaborate with brands. Make them part of core activities such as naming a product, or ask them to join a social-media campaign
5 Key traits of Generation Z
1) They use total of 5 screens!
Millennials are only tuned into a maximum of three screens at a time, while Gen Z has no issue switching back and forth on these platforms multiple times a day, says Alex Taylor, vice president of digital strategy and content at Clique Media Group and social-media-only publication Obsessee. “On average, the Gen Z’ers are spending nearly seven hours a day on screen,” she says. “They really seek a separate screen companion to overlay with their real-world experiences.”
2) It’s all about being pragmatic!
Unlike Millennials who are known to block online ads, 28% of Gen Z are more likely to respond to online ads, but they want to be engaged by real people. This is especially true in advertising, where 63% of them want to see influencers rather than celebrities in ads.
3) Mobile-Only but new devices
Although Gen Z is price-conscious, Deep Focus points out that 60% of teens prefer cool products over cool experiences, as opposed to Millennials, who highly value experiences.
Don’t forget VR, Apple Watch, etc.
Report by WGSN