Generation Z Marketing Secrets

The way young people see the world
GENERATION Z MARKETING SECRETS
The way young people see the world
Hello!

My daughter Vera is now 14, and as a mum of a teenager, I have turned my professional interest towards Generation Z :) Just as a meteorologist adapts to climate change, so teenagers acclimatise to adulthood.

Marketers are taking a fairly detailed look at the new digital generation of consumers who are building up purchasing power. In this article, I want to share my findings with you, revealing the meanings of Generation Z and making it more enjoyable to boost your business development strategy.

Enjoy!
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WHY IS GENERATION Z BOOMING?

I've been watching marketers adapt their marketing strategies to Generation Z for a number of years now. It is also called the Gen Z, Zoomers, Centennials, and iGens (iGeneration).

American researchers William Strauss and Neil Howe devised the generational theory, whereby they classify those born between 2005 and the present as Generation Z. The Pew Research Centre classifies Generation Z as being born between 1997 and 2012. In the Cambridge dictionary, Generation Z is a way of referring to the group of people who were born in the late 1990s and early 2000s. They are now young people aged 10 to 25.

Gen Z represents the first consumers to have grown up wholly in the digital era. They will soon become the biggest consumer group! Per Barkley, Gen Z already has an estimated collective buying power that is nearing $150 billion. Brands are therefore actively immersed in studying their customers' buying behaviour.

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IDEA

The uniqueness of Generation Z manifests in their main characteristic - they are the first digital generation. And they are also called iGeneration and Gen Z. They can speak to anyone around the world through social media networks.More than 74% of teenagers say that they spend their free time on the Internet.

Technology, globalization and cultural diversity affect Gen Z and has made them the first generation to be truly a global one. Gen Z are interested in fashions, foods, online entertainment, social trends, communications, videos and memes. Music, movies and celebrities their interest likewise previous generations.


They are open-minded and tolerant towards differences in terms of culture, ethnicity, religion and gender. They prefer to live a healthier lifestyle, to gather with friends at home and spent time together.

They dream of becoming entrepreneurs, building up their own businesses and never needing to answer to a boss. They see it as a path to financial security, which they prioritize. 59% of young people will learn new skills, if they will lead higher payment. Many of them are serious about their education and going to go to university.



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Interesting facts about Generation Z

  • The population of The Earth are 7,9 billion according to UN on the 1 of July 2022.

  • Gen Z makes up about one third of World’s population, approximately 2,5 billion people.

  • Same age as Google, wich was founded in the 1998 year.

  • One of the most vivid Gen Z is Billie Eilish. In 2021, Time magazine included her into the “100 most influential people of 2021” list.

  • 77% of young people say they are creative, for example paint. And 56% of teenagers are use social media apps for creative expression.

  • On average Gen Z pay attention to content during 8 seconds, 4 seconds less than Generation M.


WHAT NEEDS DO BRANDS MEET IN MARKETING?
Understanding the needs of young people helps brands refocus their marketing to Gen Z in a right way. Particularly when products or services aimed at teenagers are launched, as they increasingly want to know what the brand stands for.


Social media has become a one-stop shop for Gen Z to buy whatever they want without leaving the app. Brands are seeking to build their presence on Gen Z's preferred social media platforms.


Video games have become a popular form of entertainment for Gen Z and a popular way for brands to monetise through game worlds with the NFT.


Gen Z marketing reflects the real issues that affect young people, demonstrating empathy and understanding.

GEN Z TOP PRIORITIES:

  • Concern No. 1 is climate change
  • The favourite way to watch content is Live Streaming Services
  • Global focus is on exploring the world and testing the new
  • Games are a central part of culture
  • TikTok is booming
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e.l.f Cosmetics has launched a limited-edition makeup collection with Dunkin' Donuts of five products inspired by Dunkin’s coffees and donuts:

  • Dunkin' Dozen scented eyeshadow palette in shimmering pink, blue, yellow, and chocolate brown.
  • Two "Glazed for Days" lip glosses.
  • Coffee-scented lip scrub.
  • Makeup brushes shaped like straws.
  • Brand coffee cup and a makeup sponge that resembles a strawberry-frosted donut with confetti sprinkles.


Collaboration with the popular brand was a perfect opportunity to connect and encourage Gen Z to not only buy e.l.f. products, but also become a great reminder that Dunkin's coffee will always be there for them.

Pairing of makeup with a popular food brand has become a successful strategy for e.l.f. to stay hot and appeal to a younger audience. The collection was quickly sold out to loyalty program members, online, and in Ulta Beauty Salons. Prices for the products ranged from $6 to $16.

«e.l.f. and Dunkin’ run on a shared mission to delight our communities, serve up excitement and help you be your best (s)e.l.f. Our audience is very large and over indexed on Gen Z. We have galvanized Gen Z in the past three years and we work very intentionally with digitally disruptive brands like Twitch and TikTok to capture these consumers. We want to build brands that are disrupting the industry norms and are inclusive and connect with the community.».

Kory Marchisotto
Chief Marketing Officer of e.l.f. Beauty
«e.l.f. and Dunkin’ run on a shared mission to delight our communities, serve up excitement and help you be your best (s)e.l.f. Our audience is very large and over indexed on Gen Z. We have galvanized Gen Z in the past three years and we work very intentionally with digitally disruptive brands like Twitch and TikTok to capture these consumers. We want to build brands that are disrupting the industry norms and are inclusive and connect with the community.».

Kory Marchisotto
Chief Marketing Officer of e.l.f. Beauty
source: www.motorcycle.com
BMW introduced the Concept CE2 urban electric bike for Gen Z riders. The company expects the concept to become an urban vehicle for today's youth, who are more familiar with smart technology than motorbikes.

«We want to strive for something novel and be pioneers».

Edgar Heinrich
Head of Design at BMW Motorrad.
«We want to strive for something novel and be pioneers».

Edgar Heinrich
Head of Design at BMW Motorrad.
Their purchase represents several touchpoints:

  • New brand launch via vlogs, celebrity endorsements, posts or reviews by expert bloggers, ads in music streaming services, ads/sponsored content in podcasts
  • Finding more details about brands, products or services via vlogs, microblogs (e.g., Twitter), online pinboards, social networks, video sites
  • Possibility of paying in cash on delivery (select markets only), lots of “likes” or good comments on social media, exclusive content or services, “click & collect” delivery, option to use “buy” button on a social network increase the likelihood of a product purchase
  • Ability to act as a brand ambassador and promote the brand online via access to exclusive content or services (e.g. music, videos, etc.), when something is relevant to my friends' interests, love for the brand, when something enhances my online reputation/status, a sense of participation/involvement.


*The article uses figures from the GWI Global Report on the Latest Trends for Gen Z, as well as from Think with Google, etc.
источник фото: www.motorcycle.com
The way I see it, it is a big time for parents, teachers, trainers, employers, and brands to adapt to the younger generation and take their concerns into account. And it is a good idea to take a page out of their book too! Gen Z is helped by humour, interests, and life experiences to better identify with people around them.


See you in a month!

And then, do not forget to subscribe to my Telegram channel, in order not to miss the latest article in the month to come.
The way I see it, it is a big time for parents, teachers, trainers, employers, and brands to adapt to the younger generation and take their concerns into account. And it is a good idea to take a page out of their book too! Gen Z is helped by humour, interests, and life experiences to better identify with people around them.

See you in a month!

And then, do not forget to subscribe to my Telegram channel, in order not to miss the latest article in the month to come.
Hello, my friends!

The launch of this blog was inspired by my professional love for brands, innovative solutions that harmoniously combine brand, audience, content and creativity altogether.

Together we will find out about trends in brand communications and advertising.
As a professional I have already helped hundreds of local and international brands working with content and implementing their communication strategy in different media.

Best wishes,
Julia

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