Generation Z and Marketing

Generation Z refers to the generation following the Millenials and consists of anyone who was born after 1995. While there are many key differences between Gen Z'ers and Millenials, some of the key differences include a more frugal attitude in spending habits, increased social awareness and a heavy emphasis on individualism. A lot of the key differences between these two generations actually stem from the global financial crisis of 2008 when millions of Gen Z'ers were forced to witness the economic turmoil their parents endured. Though these generational differences certainly might seem insignificant when it comes to economics, in fact, these changes actually could have a major impact on future marketing strategies. 
Obviously, there are differences. Generation Z and the Millenials both fall to brand loyalty. We can see this in many of our own feelings of loyalty towards Apple products. However, unlike the Millenials, Generation Z reportedly has a much shorter attention span as a result of being constantly around technology not to mention, Gen Z gravitates towards streaming platforms such as Netflix and Youtube which changes where companies are putting out ads and how long their ads are. A new marketing technique relevant to Gen Zer's involves social media. If we look at social media, practically every single one has a different purpose. Snapchat focuses on events that happened in the moment while Instagram and Twitter posts have longevity. Companies have taken ahold of the different purposes of different social media outlets and have used that in their marketing. An example can be seen in Hollister's use of Geofilters. This serves as a form of advertising that simultaneously engages the user in the overall message. 

Finally, as I mentioned before, Generation Z has increased social awareness than any other generation. Our generation embraces diversity and most importantly prefers things that they can relate to and are "real". As a result of this, advertisements for Generation Z need to see real people behind the camera Generation Z'ers want to see what a company stands for and if they stand for something they don't agree with, they'll back away. Our generation likes to feel like they are part of something bigger and that is where advertisements need to adjust to.
To conclude, there are many different ways Generation Z will change the marketing techniques of companies. There will also be many different ways marketing strategies remain the same. But there's no doubt about the fact that Gen Z is unique and unlike anything marketers have faced before.


https://www.businessinsider.com/gen-zs-habits-different-from-millennials-2018-6#gen-zs-dont-know-a-world-before-mobile-technology-2
https://www.entrepreneur.com/article/323383
https://www.adweek.com/digital/josh-perlstein-response-media-guest-post-generation-z/

Comments

  1. AnonymousFebruary 28, 2019 at 11:32 AM

    Interesting post, Claire! Especially since all of us are part of Generation Z, I can definitely see how our expectations of marketing and advertising have changed. You mentioned that we are more interested in how a brand runs their businesses, from producing their products ethically to including diversity within their advertisements. One example of a company including more diversity into their ads is Coca-Cola, who recently aired one about inclusion and unity during this year's Superbowl. The 60-second video set out to market Coke as being a product that anyone could drink, no matter their ethnicity, social status, etc.. In addition, the company also donated $1 million to The National Center for Civil and Human Rights in Atlanta to provide free admission to all people visiting the city for the game. I think it's great that companies are starting to expand their mindsets on advertising and reaching out to new audiences, especially with the trend of transparency regarding production and ethical practices.

    Source: https://www.adweek.com/brand-marketing/andy-warhol-inspired-coca-colas-super-bowl-ad-which-champions-diversity-and-inclusion/

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