One day my daughter informed me she needed a new pair of running shoes. So I was dreading going down to the local sporting goods store to have her pick something out. I already had a busy day planned. It turns out that she had been doing research, reading reviews and seeing which stores had the best price. We ended up ordering the shoes online with free shipping. She opened my eyes to how her generation – Generation Z – is making buying decisions.
Here is what I am learning about Gen-Zers:
- Reviews are everything.
- They seek out and read reviews.
- There is no brand loyalty.
- They do global searches for the things they want to purchase.
- They look to join the conservation and share their opinions about the products.
- They have literally access to the entire world to make purchases from their smart phones and they do.
- They are much wiser at spending their money than I was at their age.
So who is the Generation Z:
The Generation Z were born 1990’s – 2010 and they are coming of age. Generation Z is a tough crowd to please. When it comes to marketing to this generation — if it’s not sharable, it’s terrible.
Gen Z-ers have no brand loyalty at all; instead they judge products by their individual merits rather the marketing campaign. In turn, if they like a product they make sure the world knows it. While they do shun traditional forms of marketing, you can impress them with exclusivity and they will do your marketing for you.
Do not Underestimate their Power.
They may be young, but Generation Z is far more knowledgeable than you might think. Many are more than willing to open up a dialogue with companies and share their opinions about products. Just because they grew up in the age of computers, game consoles and smart phones, does not mean that they spend money frivolously. If anything, their personal experience with unemployed parents and a tough economy has made them more aware of troubling times.
Guerrilla marketing campaigns has proved very successful with Generation Z. While they do enjoy seeing something truly creative, what they love even more is the ability to share an experience with their friends.
So if you haven’t incorporated engaging, personalized, exclusive and sharable advertising techniques into your business marketing strategy, then you’ve got some homework to do and study hard. Gen-Zer’s are a tough crowd to please.