Marketing to Generation Z doesn’t have to be as daunting as it seems. In fact, it can be quite easy if you know how to make your marketing click with a younger crowd. Keep in mind that Generation Z is highly connected and constantly engaged with social media and technology. They are also extremely open to new brands and experiences. To reach them, consider using platforms like Snapchat and Instagram to tell your brand’s story in an authentic and engaging way.

Although “digital natives” is the label commonly given to Generation Z, this group of individuals embodies progressive ideals, racial and ethnic diversity, and a commitment to education. Furthermore, Generation Zers are highly inclusive and avoid labelling others, instead taking the time to get to know them and understand their perspective. When making a purchase, this generation takes care to weigh all options before committing to a particular product or service.

If marketers want to take advantage of Gen Z’s spending power, they need to understand what makes them tick. This understanding not only opens brands up to new business opportunities, but also helps them stay ahead of social media trends.

It can be difficult to market to younger customers, as historical data can be difficult to track, and marketing trends come and go. However, the outspoken and chronically online nature of Gen Z means that their buying behaviour is much less of a guessing game. By understanding their needs and wants, businesses can better target their marketing efforts to this demographic.

It’s important for brands to understand that there are differences between Gen Z and other generations, including millennials. While there are some similarities between the two groups, members of Gen Z have their own distinct online behaviours and social preferences. To connect with them, brands need to understand these differences.

1. Visual content should be emphasized
Social media use among Gen Z is constantly evolving, with new platforms emerging and others falling out of favour. However, when it comes to Instagram and YouTube, these two platforms continue to reign supreme. In fact, 81% of Gen Z say that Instagram and YouTube are their preferred social networks of choice. Additionally, when asked which social networks they want to see brands use more, 56% Gen Zers said Instagram while 38% said YouTube.

2. Heterogeneity & Personalization: A Breakdown
Gen Z’s age ranges from 10 to 25 years old, so you can’t treat all members of this generation the same. They value individuality and diversity, and they want to see those values reflected in the brands they patronize. To truly reflect their interests, try segmenting them by behaviour rather than demographic criteria. This will help you identify their distinct motivations and leverage them to get more participation in your surveys and customer activities.

By studying your customer base, you can glean important information that will help you design more effective surveys. Combine what you know about your motivations and behaviors with the results of the surveys to get a better understanding of what keeps your target engaged.

3. A mobile-first strategy instead of a mobile-only strategy
Gen Z has always been comfortable with technology. As digital natives, they are quick to adopt new devices and applications. When it comes to design, think “mobile first.” This means creating content and applications that are easy to use on mobile phones. Keep in mind that young people often use multiple channels and devices, so your company and products should be accessible on a variety of platforms.

Researching for Zoomers (Generation Z) can be tricky – they’re known for their short attention spans and lack of patience. But there are ways to work around that. Mobile-friendly surveys with single or multiple-answer questions are a great way to get their feedback.

Multiple choice questions are by far the easiest to answer on mobile phones, and the option to skip sections is always appreciated. Just keep in mind that your survey probably won’t be their top priority when they’re answering it on their phone.

If you want to engage Generation Z in your research, try having a young millennial or someone from Generation Z moderate the interviews. This has been found to generate more genuine results as participants can relate more. Video in-depth interviews (IDIs) will especially benefit from this. The priority is to make younger audiences feel at ease and show them that your company understands them and their day-by-day use of technology.

4. Make it interesting, fun, and short
With shorter attention spans, it’s important to keep your research tasks short and sweet. Find ways to engage your participants through attractive visuals and interactive elements. Speak their language. And give them a multitude of options on how to participate in your research.

When it comes to survey design, think outside the box. Get creative and don’t just stick to long answer questions or multiple-choice surveys. Write your questions in such a way that participants feel directly spoken to, using colloquial language. Corporate talk is great when authority needs to be shown, but not if you’re expecting high levels of engagement. And don’t forget to leverage deep-dive qualitative capabilities too. Many younger people already document their opinions and daily routines in blogs, vlogs, and social media posts. So, give them a platform to do so! Keep topics of discussion relevant and regularly sense check with your members to ensure they’re still on track.

One aspect of youth engagement that’s often overlooked is gamification. By incorporating features like leader boards for most engaged members, most surveys answered, and assigning points to those activities, you can create an in-app/community gratification that keeps them engaged. This also comes into play when presenting survey results. Interactive word maps and infographics are way more engaging than lengthy reports.

5. Give them what they need to thrive
Gen Z is purpose-driven and wants to spend their money on things that match their values. They’re not just concerned with price and quality, or even availability. They’re also suspicious of work practices that are too good to be true, or that are fast, non-renewable, and unethical. For Gen Z, it’s important to understand why and how a company does what they do before making a purchase.

This also applies to their willingness to engage with your company post-purchase, for example taking part in your surveys. Members of this age group want to understand what the research is for and how their participation is going to help. They’ll want to know what will happen with their answers, who will see them, and if their opinions will have any direct impact. A strong feedback loop and clear information on the research project are essential for higher engagement.

Additionally, building an incentive program that provides participants with something tangible in return for their time is a clear message that a company cares. However, it is important to make sure that those incentives align with your company’s values and the purpose of the survey. For example, if you are evaluating the perceived sustainability of your products and then send plastic cups filled with paper confetti, it would send the wrong message. Furthermore, it would be beneficial to ask your community what kinds of incentives they would appreciate.

We hope you enjoyed reading about how to engage Gen Z in research. As you can see, there are multiple ways to market to this demographic, and you don’t have to use the same strategy for each age group. Remember that this generation values individuality and is more aware of ethical choices than other generations. Make sure you understand who you’re targeting and what their needs are so that you can tailor your marketing campaign to them. If you have any other questions about Gen Z or how to market to them, please contact us anytime at www.philomathresearch.com