Generation Z. Who are they? And what do they want from us?

These are questions that marketers are asking themselves at an increasing rate. And if you’re not. Then you should be.

Gen Z were born in the mid ‘90s to early ‘00s. They are today’s teenagers and early 20’s. They are at colleges, universities, or are taking their first steps on the career ladder.

Which means Gen Z’s earning and spending capabilities are about to increase.

In fact, it’s already reported that Gen Z have spending power of $143 billion and account for 40% of all consumers.

So regardless of your industry, Gen Z presents enormous opportunities for marketers. But brands need to sit up and pay attention sooner rather than later.

Because Gen Z demands more from brands than any generation before.

And in this blog post, we’ll tell you exactly how you can give them what they want.

Have a purpose

Gen Z cares about the world. Apparently more so than any other generation.

They are highly aware of political, environmental, and socio-economic challenges. And they want to do something about them.

This is why 55% of Gen Z consumers choose to buy from brands that are socially and economically responsible.

They want the brands they engage with to reflect their own purpose and values. Brands that are striving to impact the world in a positive way.

Therefore, brands must be open, honest, and transparent. Marketing must be genuine, and led by a clear purpose which the brand lives and breathes.


Produce snappy videos

By 2022, online video is predicted to make up more than 82% of all consumer internet traffic. That’s 15 times higher than just four years ago.

And this video content is being vastly consumed by Gen Z. With 7 out of 10 teenage Gen Zers watching more than three hours of mobile video a day. And YouTube being the first platform Gen Z turns to relax or be cheered up.

However, the average attention span for Gen Z is a mere eight seconds. Meaning that video has to be short, snappy, and get to the point. Fast.

Take inspiration from social media channels such as Snapchat and Instagram Stories. These videos don’t necessarily have high production values. Instead they are creative, entertaining, often user-generated, and can be ‘snacked upon’ easily.

Personalise and target

Gen Z have grown up with the internet. Meaning they are savvy when it comes to old-fashioned, hard-sell tactics.

Therefore, generic, insincere messaging won’t wash with Gen Z. Instead, communications need to be targeted, tailored, and personalised to the individuals’ wants, goals, and dreams.

In fact, 26% of teenage Gen Z state that they actually expect retailers to offer a more personalised experience.

Fortunately, opportunities for personalisation are vast. Marketers can start off simply by using first names in communications, and move up to targeting based on location or age.

Then they can become really sophisticated with personalisation based on buying and browsing habits, such as recommended products or replenishment campaigns.

Focus on community

Gen Z have had to deal with significant isolation over the past year. Separated from their friends and forced into online classes, lectures, and seminars. Or kicking off their careers via Zoom.

Gen Z are craving connection and community with others who are like them.

You can emulate this by connecting your marketing channels together to help initiate discussion. Encourage your social followers to sign up to your email updates. And encourage your email subscribers to engage with you on their favourite social media channels.

Then begin talking to Gen Z.

Ask for their feedback, reviews, and opinions on your brand. Showcase reviews and influencers who are fans of your brand. And promote online events, competitions, and giveaways that they can directly engage with.


Give them their privacy

Gen Z are highly invested in protecting their privacy. With less than a third of teenage Gen Z feeling comfortable sharing their personal details online.

This means that throughout the process of marketing to Gen Z, you have to be open and transparent about how you use their data. And offer them reassurance throughout the buying journey.


Ensure that your privacy policy is clear on your website and included in all email communications. And make sure that you are sending regular purchase updates. Letting buyers know their transaction has been successful, offering delivery updates, and even post-purchase follow-ups to check in.

And don’t forget to offer Gen Z a preference centre so they can be in control of how they are communicated to.

43% of email recipients will mark an email as spam if they find it difficult to unsubscribe. So ensure the process of controlling frequency and type of communications is easy to keep your Gen Z audience engaged.