As the age of information and technology continues to grow in ways we’ve never even dreamed of, so has the way people interact with each other. For example, a popular scene in 80s and 90s movies would be teenagers (members of Generation X) talking on the phone for hours, racking up their parents’ phone bills. This would be unheard of in 2018 – not only because people rarely use landlines, but because talking on the phone has become virtually non-existent since texting was introduced.
Another thing that has changed as younger generations adapt to technology is our attention spans. According to Microsoft, the current human attention span is only 8 seconds long. Many are quick to blame Generation Y – more commonly known as Millennials – for their unwavering commitment to harder, better, faster, stronger technology (yes, we just quoted Kanye West, as all Millennials do). This generation often gets labelled as being distracted, unable to commit to long-term projects and self-absorbed and entitled – that’s quite a reputation. While a lot of these assumptions have been proven incorrect over the years, the fact that our attention spans are dwindling as our reliance on technology increases cannot be denied, and it’s safe to assume these factors will be amplified within Generation Z.
Born after 1995, Generation Z (let’s call them Zs) is the largest growing generation, surpassing baby boomers and millennials. As they grow into early adulthood, Zs are quickly becoming the largest group of consumers, so we need to learn how to market effectively to this tech-savvy generation that has no time for poor efforts.
Content is King
As information becomes more and more readily available whenever needed, humans are becoming increasingly hungrier for quality, authentic content. It’s becoming easier to decipher whether a company is trustworthy or not, not only based on the information and products they put out, but by the society that keeps a watchful eye on them. As consumers become more informed, companies are being scrutinized for their content. As tech savvy as Zs are, you better believe they will do their research to make sure what you put out there is honest and valuable – they won’t waste their time with anything less.
This applies not only to your words, but your visuals as well. 77.6 million people are active on Instagram and consumers are more image-conscious than ever before. Spend time on the design of your brand and ensure what you put out into the world will be well received.
Utilize Grassroots Content
The fact that there is ample information available is both a blessing and a curse. Consumers may be more informed than ever, but the amount of choice in product and information can be overwhelming, which is why we trust our peers when they make recommendations. Adopting a product or service becomes infinitely easier if our friends or a figure we admire uses it, so rather than spend thousands of dollars on advertising, get down to the basics and have the product speak for itself. Utilize social influencers and micro-influencers by offering them your product or brand in return for an honest, thorough review. Zs are able to identify honest content, so having honest reviews will surely prove worthy.
Get to the Point
As we’ve mentioned more than once, our attention spans are growing shorter. If millennials have an average attention span of eight seconds, Zs will be able to decided whether content is worthy of their time in even less so. Grab attention not with bells and whistles, but with information that is captivating and to-the-point. Share your message upfront – if they are interested in learning more, they will.
There is no exact science on how to market to Generation Z, as they are still growing into their consumer potential. What we can gather from our knowledge of this generation is that they are incredibly informed and tech savvy, so get onto their level and deliver quality content that will add value to their lives. Need help knowing which audiences to target and how, get in touch with us and we’d be happy to help.