Gen Z: The Change You Wish to See
Finally feeds are becoming less inundated with Millennial-focused strategy articles trying to pin down a generation taking up 20 percent of the population. News flash—it can’t be done that easily—and frankly, if you’re still trying to figure out Millennials, you’ve got another thing coming: Gen Z is here, and like the younger sibling they are, they’re watching.
Who is Gen Z?
First and foremost, they’ve proven to be a powerhouse generation raised on technology that allows them to tailor their every online experience. They tinker, they acquire skills before you know they exist and are immersed in brands that serve as a vehicle of culture and self-actualization.
Social media and optimizable technology applaud personalizing almost everything we encounter. Naturally, these digital consumers want advertising to do the same. Dubbed “Screenagers,” Gen Z represents a generation that’s unlike any generation businesses have seen before.
- Speak their (unpredictable, unflinching, unabashed) language first.
It’s not exactly new information: Gen Z spends a ton of time on the Internet. They operate swiftly, looking for information about products and brands, determining whether they’re up to par, economically and socially. Bottom line? Businesses that have a strong social media presence will stand out. But brands that own their flaws, define their characteristics unapologetically, and create experiences that speak to Gen Z in their own voice with a strong social media presence? They’ll dominate.
Sticky note: If you’re looking to resonate with Screenagers—whether you’re embarking on a new leads campaign or launching a social good summit—communication is shifting hard as a visual medium. So, find the production budget for video, and learn to create less, but better content.
- Gen Z isn’t into what you’re offering—unless it’s the Wi-Fi password.
By the way, if you’re about to launch a new leads campaign, don’t. In contrast to Millennials, Gen Z is incredibly reluctant when it comes to lending their attention. They’ve been living in a hyper-connected digital world since day one and Gen Z is particularly adept at sniffing out fakes—don’t attempt to sell perfection. Brands and marketers can’t be afraid to create authentic content for their audiences anymore. This is the age of test, learn, apply and re-gear again, friends.
Gen Z values the brands that have taken the time to unravel traditional approaches and just be transparent. There are ways to do that now with Snapchat and Facebook Live—apps that allow brands to push out minimally-edited content that appeals to the elusive Gen Z crowd. Gen Z doesn’t want to buy from a corporate brand, they want to connect with an actual person, or group of people working together on a mission to deliver on their claims. New opportunities have given businesses the chance to humanize their brand. If you don’t make the shift, you’ll be left behind.
- Go do something that actually matters. Seriously, leave. Go now.
If you haven’t been living under a rock, you’ve noticed the many corporate responsibility programs sprouting up all over the country. Whether it’s a one-for-one giveback program or an employee volunteer policy, the benefit still stands for our communities, but you’ll need more legs to let those giveback touchpoints stand as a marketing campaign.
If you’re looking to capture the loyalty of Gen Z, it’s absolutely imperative that you go back to the drawing board on your mission, and ask yourself: What is our mission giving back? And the answer can’t be corporate jobs.
The answer must reflect:
- Your values
- Your foundation
- Your internal culture
Identify what you’re already passionate about—it’s the most important thing. Then move into implementation:
- Find a cause-based organization that already exists, and support them behind-the-scenes. After all, they are the experts. This is a situation you will not have the answers to, so don’t tell them what you can do, ask instead.
- Go to your team. Deliberate, brainstorm and ask their opinion on the approach. Giving your team a seat at the table gives them ownership and commitment to the cause.
- Go do it.
Sticky note: Gen Z doesn’t want you and they don’t need you. Brands are stumbling over each other to try and capture the attention of this massive audience. But Gen Z has no incentive to interact with you, no matter how social media savvy you are. So, unless your appeal is on an authentic and personal level, Gen Z literally won’t give a damn about you.