It’s Time To Focus On Gen Z
Who are Gen Z?
Gen Z or Generation Z is the demographic cohort after the Millennials (Generation Y) and comfortable with technology and social media.
Why are Gen Z?
While some of Gen Y.2 still early adulthood, wrestling with new careers and settling down, and the Gen Y.1 have a home and are building a family. Gen Z is getting older. They are beginning to enter the workforce and possess buying power.
They have grown up in the world that smartphone is the solution for communication. The average Gen Zer received their first mobile when they still so young at age 10.3 years.
Many of them use their parents’ smartphones or tablets. They will use more convenient apps for ordering and shopping instead of going to the store. Generation Z spends a lot of time on social media, and advertising on those platforms needs to be customized to fit the medium. They also have a strong appetite for financial education and are opening savings account at younger ages than prior generations.
Insights on Gen Z?
Generation Z knew their value and tends to be liberally minded when it comes to race, gender, identity as well as socially and technologically empowered. They need brands that can give them the experience they can use, share or genuinely enjoy.
Their behaviour is different from older generations. They use Instagram or Facebook for inspiration and to show about their daily life. While Youtube is increasingly becoming the platform of choice for long-form content.
More than that, Gen Z want to control. They want to be seen as creative, innovative and entrepreneurial and they will favour brands and products that allow them to behave in their way and express their identity.
The experience will be prefered to ads in Generation Z view. They are unlikely to throw away their smartphone, but marketers do need to think beyond the screen to provide real value. Influencers have different identities.