For being the youngest generation, Gen Z seems to make the news a lot. Gen Z is a force to be reckoned with on many fronts: social, political, economic. Yet, learning to leverage that by marketing to them correctly can be very helpful to a brand. Here’s some information to help you understand their thoughts and help you tap into that.
There’s a lot of research out there on this demographic but we will cover the highlights. According to the Pew Research Center, Gen Z is made up of members born in 1997 and after. Gen Z is the most racially and ethnically diverse generation that has been seen. Their ethnic and racial makeup is as follows:
52% non-Hispanic white
5% two or more races
In comparison to the generations preceding Gen Z, these numbers are more diverse. Unlike millennials, Gen Zers are more likely to be children of immigrants rather than have been born outside of the US. They are also more likely than millennials to be enrolled in college and have a college-educated parent.
What do they think?
You may have heard that Gen Z is the most stressed generation, and studies have shown that this is true. At a young age, Gen Zers have lived through a lot. They were kids during the Great Recession. They have lived through an era where school shootings are commonplace. And, mental health issues affect many in their generation.
Gen Z unites on many political and social fronts. Gen Z wants to be heard, and with social media as an easy way to reach leaders or brands, they do not hold back. They are active members of society, both in-person and on social media. This is especially true when it comes to issues they believe in.
In the same Pew Research Center study, 45% of 13-17-year-olds reported they use the internet “almost constantly.” So where are they spending their time? 85% said they use YouTube, 72% use Instagram, and 69% use Snapchat. Thus, digital and social media advertising is the main way to reach them. 29.8% say that they’ve made 2-5 purchases after seeing content on social media, according to Impact Plus.
Impact Plus also stated that Gen Z makes up more than 40% of U.S. consumers as of 2020. And Gen Z has an estimated purchasing power of $44 billion annually. In line with their internet use, they shop online very often, avoiding stores. With COVID, this is likely a trend that will continue.
Gen Zers are not easily swayed to buying just any brand. According to Business Insider, this is because they have the internet at their fingertips. They have the power to verify almost anything. However, experts say that Gen Zers are drawn to brands with transparency and authenticity. Gen Z wants to buy from brands that share their values and that show social responsibility.
Social studies are constantly continuing their research on Gen Z. It can be hard to keep track of how to best reach them. Such as, having to keep up with meme trends. However, staying up to date and marketing to Gen Z to them is sure to help your brand. For further reading, check out this Business Insider resource!