Marketing to Gen Z

20 apr 2023 | by kristen binns

As the youngest member of the Insight team, I take my duty as a Gen-Z representative very seriously.

I mean, we’re super cool and intelligent, and we deserve attention! 🤗 But I get it; we are a bit of a mystery to some of our “older” counterparts.

Each generation has a set of shared experiences, interests and values that set them apart from the next, and shape how they think and interact with the world. This means each generation needs to be marketed to differently.

So how do you market to this emerging generation?

First, get to know us!

Gen- Z is defined as anyone born between the years 1997 and 2012, following Millennials. We already represent 140 Billion in spending power, and along with being the most diverse generation yet, we are expected to be the largest generation in the next 20 years in Canada, according to census data. Even more good news, Gen-Z is on track to be the most educated generation yet, which means we’re coming for your jobs!! Just kidding- it means we’re coming to join you *hugs*.

There are a lot of stereotypes about Gen-Z, but we are much more than that. Taking the time to get to know and understand us is how you can build a connection between us and your brand.

In the coming years, Gen-Z will step into even more buying power, and we don’t mind being picky. So let’s get into how you and your brand can become besties with Gen-Z, or at least get us to ‘pick you, choose you, love you!’ as Meredith Grey might say.

1. Think values first

2. Be inclusive

Gen-Z is incredibly diverse and inclusive, and we expect brands to be as well.

The other day while watching youtube, I saw an ad that immediately gave me bad vibes. I couldn’t quite pinpoint the reason, but then it came on again, and I realized why I got the ick; there was not a single drop of diversity in the entire ad of at least 7-10 people. No gender or racial diversity, and only able-bodied actors.

You may think, “well, it’s just a commercial cast, nbd,” but we notice these things, and we care about them. There’s no good reason why diverse representation was excluded. Either the brand’s entire marketing team didn’t notice, or they did notice and didn’t care; either way major red flag.

Inclusion isn’t just about casting either. The words you choose and the undertones that are portrayed send messages too. (Kendall Jenner’s infamous Pepsi commercial, anyone?)

The bottom line is, using inclusive and diverse visuals and language is the way to go. It hurts nobody and includes everybody. If you’re not sure what inclusive language is or how to start incorporating it, take some time to research it. It will pay off.

3. Be personable

4. Use the right platforms and tactics

5. Money isn’t everything, but it’s not nothing!

Now that you know how to win us over, you might wonder how much $$$ you can get from us.

As I mentioned earlier, Gen-Z is very pragmatic, and we bring that approach to our finances. The average Gen-Zer starts researching financial planning at age 13. We want to grow our savings rather than spend money.

So what does this mean for businesses trying to open our pockets? It simply means we’re sensible and realistic (who would’ve thought that we young people could be so mature?), and we put a lot of thought into our purchases.

We think our purchases through, check competitor prices, and value what our friends and family say about a product. We grew up with technology and the internet and know how to use it well. This doesn’t mean we are addicted to our screens, but it does mean we are connected to the online world and have a wealth of knowledge at our fingertips to inform our spending decisions.

My advice to you is to be transparent about everything and anything because we are not afraid to do the research when it comes to making a purchasing decision. We want to spend our money on good products and services, from good brands, and we will go the extra mile to make sure we do.

So there you have it, Gen-Z is not that complicated. We just want to know the real you. We want to give our money to companies we trust and believe in.

Sharing your personality, values, and overall being a good inclusive brand will take you a long way with us.

If you still want to learn more about Gen-Z, here is a cool article with some words directly from Gen-Z that might help you understand us even more. You can also talk to the Gen-Z people in your office or your life and ask them what their favourite brands are and why.

Stay in touch!