Gen Z: The first generation to grow up entirely in the digital world. If they like your brand, you’ll hear about it on Instagram, TikTok and Twitter. If they don’t like your brand, you’ll hear about it on those same platforms!
Welcome to the world of Zoomers a.k.a. Gen Z. Born between 1997 and 2012, this generation is the first to grow up fully immersed in a digital world. That means they’ve never known life without the internet, smartphones and 24/7/365 connectivity.
As a hustler trying to sell to this generation, you need to understand that how this group buys is vastly different than selling to Baby Boomers or Millennials. From the need for speed to social awareness and visual-first thinking, this generation connects their real world and digital worlds together.
Many brands and companies, not grasping this shift, try to be cool rather than understand and embrace the unique preferences of this powerful demographic. Gen Z tends to support businesses that align with their values, focusing on community betterment and a more sustainable world.
Whether it’s promotional products, any brand of merchandise, or even experiences, Gen Z is looking for items, and brands, that resonate with their values and beliefs. From authenticity and sustainability to innovation and diversity, how you connect with Gen Z will determine your success.
Here are five of the most important insights to understand, if Gen Z is on your sales radar.
- Understand what matters to them: As the first all-digital generation, they’re used to finding answers in seconds. Unlike previous generations, Gen Z values speed, convenience and self-service. That’s why 4imprint, Custom Ink, Vista Print and other online stores have been a hit with this generation. Buyers can go online, search for items, compare prices, and order, all without having to interact with a human. To compete with these online stores, you’ll need to ensure you too are moving at bullet speed when dealing with Gen Z. Respond quickly, give accurate information, make the process as seamless as possible, and show them you are listening and taking their opinions seriously. They like brands that stand for something, whether it’s being inclusive, socially responsible, community oriented, or irreverent.
- What are they looking for? Gen Z seeks authenticity in the brands and products they choose. What that means is they expect honesty and transparency in their interactions with you. They expect you to be socially responsible by selling sustainable products and showing you care for the environment in a way that’s reflected throughout all your business practices. And, like most generations, they seek value for their money and will shop around, read reviews, and compare prices before buying. Remember, this generation is inherently tech savvy and loves finding tech related products that make their business and personal lives easier. They’re not passive and reward brands that listen to their feedback, engage with them on social media, provide value, and that take social responsibility seriously.
- They seek out information and knowledge: Marketing has traditionally been to push information out and wait for the response. Gen Z, on the other hand, doesn’t passively consume advertising. They actively seek out information, read reviews, engage on social media, and expect you to interact with them in a multitude of ways. They want to be educated on what your company stands for, h0w you source products, what your products are made of, how they’re made, and how to dispose of them at the end of their life cycle. It’s imperative your marketing and advertising shows how your company and products connect with their identity and values.
- Traditional marketing won’t work: Hustlers must engage with Gen Z where they are. This means mindfully developing a social media presence that not only defines your brand, but actively engages with your audience. Facebook was created as a way to connect with family and friends, but Gen Z looks at platforms like Instagram and TikTok as a tool they can use to shape their world. One viral TikTok or influencer moment can propel a brand from obscurity to must-have status in seconds, but the opposite is also true. Big brands like Pepsi, Dove, H&M, Jaguar, Fizz Social and Bud Light erased years of growth with advertising and social media posts that sparked unwanted controversy. Make no doubt about it, Gen Z will hold you accountable if they sense inauthenticity, deceit, or a deafness to social and global concerns. They don’t just consume—they critique, boycott, and even end brands when standards aren’t met. As this generation gains more purchasing power, their influence on brands will reshape the marketplace.
- The future of branding and Gen Z: While all generations leave their mark, Baby Boomers were probably the last to radically change the world in so many ways. Comprising about one-quarter of the world’s population, Gen Z is similarly positioned to have a major influence over every aspect of the future. It’s estimated approximately 48% of Gen Z is non-white, making for an ethnically diverse population. How will this impact branding and products moving forward?
- With Gen Z being so tuned into social media, it’s said Instagram, TikTok and other emerging platforms will become the places where brands live, making brick and mortar stores and even websites less relevant.
- Influencers, both micro and macro, will continue to have more and more influence and be the bridge between brands and Gen Z.
- Experiences are more important to this generation than “stuff” so brands will need to find ways to incorporate their products into memorable experiences. Charli D’Amelio, a social media influencer notes, “We are the generation that values experiences over possessions. We seek adventure, growth, and meaningful connections.”
- Eco-friendly and sustainable won’t just be phrases companies use, it must be part and parcel of everything they do. From using recycled materials to products that naturally decompose, Gen Z demands a commitment to sustainability.
- Gen Z wants to feel like products are made for them. Items that can be customized, co-created through collaboration, and limited in how many are made, will become the standard.
Gen Z is setting a new standard for what it means to be a brand in today’s marketplace. You can embrace it or you can poo poo it as just another fad, at the risk of becoming irrelevant. Gone are the days when consumers were passive and bought into the advertising foisted on them. Gen Z are active participants in shaping the brands they embrace and equally as active in throwing those that deceive them under the bus.
As technology grows at a dizzying pace, including the incorporation of artificial intelligence into every aspect of our lives, Gen Z is poised to have a unique advantage. As singer and songwriter Billie Ellis said, “We are the generation that grew up with unlimited information at our fingertips. We have the power to educate ourselves and create change.”
As you hustle to grow your business, remember to incorporate the values Gen Z embraces. They are often described as pragmatic, innovative, and socially conscious and expect to leave the world in a better place than when they arrived. The fact 70% of Gen Z consumers are more likely to support brands that align with their values is your wake-up call. Learn to navigate this complex landscape and you’ll find success with a generation that isn’t just reshaping consumerism, but is redefining it.