In a previous blog post, we explored marketing to Gen Z and covered their broad marketing expectations. Let’s take a closer look at Gen Z and how you can make sure you’re effectively targeting this generation in your marketing:
Who is Gen Z?
Born between approximately 1997 and 2012, Gen Zers went through two extreme events during their formative years: the Great Recession and COVID-19 pandemic. This matters because each generation is defined by major events and results in people forming common traits. For Gen Zers, they seek to be as prepared as possible, and equity is extremely important to them.
Marketing tip: Show Gen Z you value them and their community by spending time and money on local causes. This generation specifically values mental health, racial and gender equity, LGBTQ+ rights and the environment.
How do you reach Gen Z?
While Gen Z is typically characterized by social media consumption, it’s more than just that. As consumers, they look toward real-life simulations to convince them to purchase goods or use services. In an era of live reviews, influencers and abundance of knowledge right at their fingertips, they expect short, concise messages from people that they trust in order to trust a brand.
Marketing tip: Timing is key! Whether it’s a video or article – Gen Z wants to get to the point. If you have a lot of content to cover, make sure they know what they can gain from finishing your content in the beginning.
What does Gen Z expect?
Easily accessible online resources are important to Gen Z. The more they can do in one spot, the more they want to engage with it. Convenience is crucial and providing these resources online where people can go through it at their own pace is key, especially within your mobile app.
Marketing tip: Resources need to be more than what could easily be looked up. Learning about scenarios and hearing from people on the stories of their mistakes, and how to avoid them, is what will stick out to Gen Z the most.
Why target Gen Z specifically?
Providing this generation of consumers with education, convenience and reliability can result in a loyal base of customers. Word-of-mouth is reigning once more in the wildfire of social media, so give your Gen Z members confidence and knowledge. Making your institution synonymous with knowledgeable will give them a base to learn and a reason to share with others.
Marketing tip: Stand out by making sure you’re highlighting all you can offer in regular intervals. It’s easy for Gen Zers to learn about new products and services from being online so often – so beat your competitors to it by using marketing techniques such as Marketing Automation or search engine advertising.
Want more ideas of how to target your marketing toward Gen Z? Partner with us and we’ll strategize together to create unique campaigns geared toward the audience you want to target.
Sources:
thefinancialbrand.com/banking-webinars/how-to-reach-gen-z-with-financial-literacy
thefinancialbrand.com/news/gen-z-banking/gen-zers-overlook-brand-messaging-heres-how-banks-can-capture-their-loyalty-178826