Online, Generation Z is a hot topic. The consensus seems that they are the hardest target group to reach, immune to marketing and above all, they are an opinionated generation. But can they really not be reached?
They are for sure unique, but not unreachable. The question is how do you reach them in the best way? Website think-online.nl tells us how:
What Generation Z looks like
Generation Z is a generation of digital natives: a group that has grown up in an era where internet and mobile phones are a common good. They have always had technology within reach and have known its possibilities from a very young age. They are born between 1995 and 2010 and are well cultivated and street smart. However, they are also cautious and alert: they have a good sense for fake news, because they were and are raised in a world full of insecurities, with terrorist attacks and economic crises being shown to them on a daily basis.
What does not work with Generation Z?
In a world full of marketing, Generation Z has built up a filter. You cannot reach them just by setting up flashy campaigns. In addition, traditional media such as radio and television are less popular amongst them. So, if you want to reach them, you must do it via an online platform. And keep your message short, because the Generation Z has a concentration arc of about eight seconds.
But what does work?
Generation Z has its own approach to the world, but that does not necessarily mean that it’s difficult to reach this group. If you choose a short but powerful form of communication to connect with this group, with a focus on visuals, you can reach them. Tell authentic stories, be honest in what you say and make sure your stories cannot be considered fake. Generation Z appreciates experiences, so respond to that with your message. In addition, it is important to show that you thought well about your product or service and show that you thought about the way you communicate in general.
How to reach Generation Z?
As you can see, Generation Z is not that unreachable. Show them that you appreciate them and don’t underestimate them. Approach Generation Z on the online platforms and choose honest and genuine communication. Keep your message short and respond to their needs with visual communication to make an impact.