There is a new segment of consumers that is gaining attention from the big brands: the so-called Generation Z. These are people born after 1995 (that is, who are 23 years old or younger), and who already make purchasing decisions, either because they generate their own income or because they have influence over the expenses that their parents make.
One of the main characteristics of these adolescents and young adults is that they were born and grew up surrounded by technology. Internet and small digital screens are completely incorporated into your life, so traditional marketing efforts have a very low impact in this market segment. This is a trait that they share with millennials, the previous generation, and that is already occupying a large part of the workforce. And this includes the Marketing and Sales departments.
If you want to sell to the consumers of generation Z, nothing better than understanding what millennials are doing to communicate with them. And here we share some clues.
1. All strategy is 100% digital
These young people do not watch television, do not listen to the radio or read magazines. Your channel of communication with the world is your cell phone and the applications you use the most to send messages to your community, such as Whatsapp or Instagram. So it is key what you analyze plans and budgets to publish ads on such platforms, or to generate content that makes them follow your brand on social networks.
2. Influencers have a great impact
This generation has its own idols, whom they follow with devotion through the different platforms of social media. They are interested in knowing everything about them: where they are, what they do, what they think about a certain topic, and also what products or services they consume. The good thing about this generation is that they connect more with real people, who speak their language and live near their place of residence. So these influencers do not necessarily have to have millions of followers to listen to their message.
3. We must create a cult around the brands
With Generation Z, the millennials’ loyalty to a particular product or service goes much further. This means that younger consumers feel devoted to the brands they consume, and that in the supermarket, the department store or the e-commerce site where they are, they have no doubts when making a purchase. Of course, they are also relentless when a brand disappoints them or, even, is not able to anticipate their needs. Good examples of worship around a brand? Apple, Starbucks and, in the case of Mexico, the shirt brand ¡Ay Güey!
4. Communication must be fast
Younger consumers are impatient, and their minds move at a faster rate than their parents or older siblings. That’s why it’s important that, for example, your e-commerce site loads fast, that if someone asks a question via Facebook, get a quick response, and that delivery times are minimal. That implies many challenges for several departments of the company, from Systems and Customer Service to Logistics.