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Your action plan for marketing to Gen Z
Meeting Gen Z where it matters
What defines a generation? For Generation Z, born between 1997 and 2012, they are true digital natives, growing up with technology at their fingertips for their entire lifetime.
Gen Z’s online experience makes them a higher authority in the space. Brands turn to Gen Z to learn about what’s cutting edge, decide where to go next on social media (think creating a branded TikTok account) and how to spend money.
This influence gives Gen Z the power to shape a new digital landscape for marketers and pushes trends faster than ever before.
Here’s your action plan:
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1. Make understanding your audience, and their shifting needs, a daily ritualBefore you plan, publish, or engage; empower your teams with direct access to data and insights they need to keep your brand relevant and protected. Gen Z is a sociopolitically-conscious group, so it’s important to understand issues they care about in order to create impactful marketing that resonates with them. |
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2. Be prepared to shift your content strategy at a moment’s noticeBeing responsive to changing events means having the processes in place to update content, creative, targeting, and approvals in real-time. Document your editorial team, clearly outlining who has decision making powers to draft, edit, and publish content and who shares updated guidelines with all of your customer facing teams (marketing, service, sales, and support). |
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3. Create a vibrant space where your audience can connectGive your audiences a tailored space to express themselves and collaborate with you. Fostering conversation can yield valuable insights and user-generated content, and gives your customers a reason to keep coming back. Building brand communities or dedicated groups that feature functionality and experiences your audiences need to improve their experience around certain topics, products, and services can be beneficial for brands and their members. |
Get smarter about Gen Z with our Smart Social Report
Gen Zers are the social change makers, setting their own course for how and why we spend money online. But what makes this group open their wallets, and how do they like to shop? Dive into the Smart Social Report Vol 3: How to reach Gen Z and why it matters to uncover the secrets to connecting with Generation Z.