Generation Z: Marketing’s Next Big Audience

Generation Z: Marketing’s Next Big Audience

Move over Millennials, there’s already a newer generation businesses are interested in, and it’s called “Gen Z”.

If you were not familiar with this new generation label, no one would blame you. Generation Z is currently under construction, with a vague birth range that starts in the mid-90’s to present day. This generation is the most tech savvy ever, period. They were born with cell phones, video games, non-dialup internet, and all the other tech perks you weren’t lucky enough to have when you were young.

However, it’s not all fun and tech games for Gen Z. As the first wave of Gen Z is set to graduate college within the next few years, they will be entering a competitive realm with fewer opportunities. The previous generation of Millennials still find themselves underemployed and competing for the same entry-level positions. Couple that with the ever-rising cost of living and housing, there is a bleak outlook for these youngsters.

Businesses will need to communicate with Gen Z differently than other groups. Investors should watch for macro trends in Gen Z demographics and psychographics to see what opportunities are worth taking advantage of. Here are some basics on Gen Z:

For starters, they are a multi-screen user demographic. As the infographic suggests, Gen Z’ers prefer to multi-task on up to 5 screens. The best way to get to their wallet is through the devices in their pockets. The majority of their screen time is spent on smartphones. Also, video content is huge for educating and connecting this demographic. It makes sense, as the average American’s attention is only 8 seconds and most people are visual learners; long winded messages or blocks of text are just not effective at getting people’s attention.

Although Gen Z’s purchasing power has not come to fruition yet, it is important for businesses to connect with them early on and maintain that connection as their incomes grow. Youth today want to connect and trust those that they buy from and do business with. Relationships are paramount for business, and Gen Z is no exception.

Original infographic from: Marketo