While the exact age range of Gen Z differs depending on who you ask, the fact remains that the oldest “Zoomers” are now in their mid-twenties, making them a vital, burgeoning target audience. Many Zoomers are in college, recently graduated, or teenagers just starting to learn about the financial world.
While Zoomers and Millennials do share some similarities as an audience, Zoomers have some key differences that make them unique. Here are some major trends to keep in mind.
Zoomers rely on word of mouth.
More than any other generation, Zoomers tend to follow social media influencers – and listen to these influencers when they’re selling something. In fact, according to a 2019 report from the Morning Consult, Zoomers largely hear about new products and services from these influencers, followed closely by friends and family.
Influencers’ ads often feel more like “recommendations,” yet at the same time, many influencers are seen as authentic and knowledgeable – and therefore trustworthy. Being authentic and knowledgeable is not a new strategy, but it works particularly well on younger audiences. Positioning yourself as a trusted leader in your field can give your words – and therefore your marketing – more weight.
Zoomers are more conscious about who they support.
Zoomers are frequently not just shopping around for a specific product and service – they value brand transparency and organizations that actually stand for something. They want to support brands that share their values.
If your marketing campaigns are performative and don’t actually reflect who you are and what you do, Zoomers will see through it. Earning Gen Z’s trust starts by being genuine, emphasizing your impact on the community and generally just proving that you care.
Zoomers appreciate education and humor.
As young adults, teenagers and even kids, Zoomers don’t appreciate being blatantly sold to or talked down to. At the same time, their interest in their personal finances is increasing, and they’re hungry for knowledge. This is where taking an educational approach to your marketing can help cement your organization as a valuable resource in Zoomers’ minds.
Gen Z also, however, has a wicked sense of humor and doesn’t care as much for professional fronts. In this way, humor is a good way to make your marketing stand out and attract Gen Z’s attention. Don’t be afraid to lean into it! Zoomers appreciate brands that can take a joke and joke back with them.
Zoomers are digital natives.
Zoomers grew up with streaming, Instagram and TikTok, and fast, responsive technology. They are reliant on their smartphones, so it makes sense to target them with online ads, GIFs and QR codes. But keep in mind, they also place a high value on convenience, so if your mobile platform isn’t up to snuff, your marketing will have little effect.
Their digital reliance also means that they’re even less tied down to brick-and-mortar places than older generations. The connections you make with them by being genuine, transparent, funny and educational are crucial for holding their attention and attracting their business.
Strategies to try:
- Feature quotes from real people giving positive reviews about your organization
- Post regularly on social media – not just advertisements, but informative and timely posts as well
- Showcase your values and real impact on the community
- Inject humor into your marketing campaigns – be original and relatable
- Take an educational, honest approach to your brand’s marketing
- Utilize web graphics, GIFs and other digital avenues to meet Zoomers where they spend their time
Ready to try focusing your marketing to Gen Z? We’re ready to help! image.works offers a wide variety of products at your disposal, including social media posting, animations and digital display ads, as well as a team of talented writers and designers. Contact us today!
Sources:
https://pro.morningconsult.com/analyst-reports/influencer-report
https://www.rollingstone.com/culture-council/articles/basics-marketing-gen-z-1241015/
https://thefinancialbrand.com/news/gen-z-banking/gen-z-digital-financial-marketing-advertising-91087/