To be trustworthy, Gen Z can really feel like overseas territory to all. Even myself, born in 2001. Though I am smack in the midst of the TikTok, middle-part sporting era, I do not all the time totally perceive the developments we begin, cease, or completely cancel.
Regardless that I am no genius in terms of the right way to market to our era, I can inform you it’s fairly apparent when entrepreneurs attempt too onerous to promote to us. It usually feels too compelled and pretend.
That’s why I am right here to assist! Let me debunk just a few myths and predictions entrepreneurs might need made about our wild era to be able to discover the appropriate methods to seize our consideration and hold us engaged. Let’s dive proper into a few of these incorrect ideas, debunk them with knowledge from our State of Client Traits Survey, and focus on ideas for what you are able to do as a substitute.
5 Gen Z Myths, Debunked
1. “Gen Z is obsessive about quick trend.”
It’s straightforward to see SHEIN or Princess Polly hauls on TikTok or Instagram and suppose these signify our era. In fact, these on-line retailers do have a grasp on our era to some extent, however what grabs our consideration are retail resale websites. For instance, 90% of Depop’s customers are youthful than 26.
At present, Gen Zers are buying this attire, however in a a lot much less dangerous means, being that resale clothes is second-hand.
As a substitute of getting caught up in low cost costs and offers, Gen Z, greater than another era, considers the model’s ethics and its stance on social points. You do not simply must take my phrase for it. we surveyed over 100 Gen Zers and located that how a model approaches social duty has an actual influence on Gen Z buy choices.
And, once we requested whether or not corporations ought to take a stance on social points, 50% of Gen Z mentioned they need to. As a marketer, because of this, when you haven’t already, it’s worthwhile to prioritize this for Gen Z and even youthful millennial audiences.
I additionally urge you not to consider social points as a broad time period that’s usually thrown round with none substance to again it up. As a substitute, break it down into particular points that you would be able to really struggle with tangible outcomes. And, simply that will help you out much more, right here is the place to start out:
Once we requested Gen Zers who need corporations to take a stance on which points are most vital to them, racial justice was by far the highest challenge (69%), adopted by LGBTQ+ rights (50%), gender inequality (46%), and local weather change (42%).
2. “Information privateness and safety are irrelevant for Gen Z.”
I get why many individuals imagine this one. Gen Z is understood for being glued to their telephones, which clearly comes with the chance of unsecured and unrestricted knowledge.
Moreover, we’re the TikTok era, and – as many people know — TikTok has had its share of privateness issues. And sure, we could come throughout as irresponsible at instances, particularly in terms of social media (the milk crate problem was not the very best thought); however don’t underestimate us.
As the primary era born right into a technology-based world, we have seen the realities of a digital house greater than another era, so knowledge safety and security are naturally prime of thoughts.
As you may see within the graph above, Gen Z buy choices are strongly influenced by whether or not or not they will belief an organization with their knowledge (as it’s the second highest ranked consideration earlier than buy, at 83%).
The information above signifies that, as a marketer, it’s worthwhile to convey knowledge privateness to our era and may’t simply assume we don’t care about these standards. Guarantee us that we aren’t being scammed or exploited. We could not all the time prioritize it over expertise and leisure (as seen with our utilization of TikTok), however don’t imagine that you are able to do something with our knowledge, and we gained’t thoughts.
3. “TikTok is The Finest Method to Attain Gen Z”
TikTok is a superb house for Gen Z; it presents a real really feel to the content material that no different app offers. This model is sort of engaging for a few of our shorter consideration spans and busy schedules. Actually, TikTok is the app Gen Z makes use of most frequently. Regardless of this, surprisingly (or not), it isn’t our favourite social media platform.
Once we requested Gen Z their favourite social media app, Instagram and YouTube simply took the cake, with TikTok inserting third, as seen within the graph under.
Out of your perspective as a marketer, because of this although a big effort ought to nonetheless undoubtedly be made to generate TikTok content material, don’t neglect about our trusty previous good friend Instagram – even for Gen Z.
There are numerous the reason why Gen Z shies away from immediately shopping for on TikTok. These embrace the priority for knowledge privateness beforehand talked about and simply wanting to make use of that house for the sake of connection and leisure relatively than ads and buying.
So, In case you plan to promote immediately by way of social media, Instagram undoubtedly needs to be your go-to (as 28% of Gen Z saying they purchased one thing immediately in a social media app previously three months).
HubSpot’s latest Instagram Advertising and marketing Report goes into extra element on why the app presents such a chance for social advertising and marketing and promoting, so don’t lose sight of it!
4. “Put a product in entrance of Gen Z, they usually’ll purchase it.”
Regardless that we do gravitate in the direction of TikTok-style content material, that doesn’t imply we’re receptive to only any kind of short-form movies, together with those who market merchandise.
Earlier than making a purchase order by way of social media, we should be made to really feel like we discovered the product on our personal. We don’t need to really feel compelled into any resolution, particularly when it comes from a transparent commercial that we will’t relate to.
To steer Gen Z, manufacturers should prioritize making entertaining content material that feels genuine to seize our consideration. Then, as soon as they’ve our real curiosity, they will extra simply slip of their product relatively, than getting one more eye roll from us.
As this graph above reveals, the highest means we desire to find a brand new product is thru TikTok, Reel, or different short-form video codecs, the place the product is proven however not imposed on us. In a world the place we are sometimes made to really feel powerless, we strongly worth a way of autonomy and company– assist us really feel empowered by way of your actions.
5. “Phrase of mouth is a good way to succeed in Gen Z.”
Yeah, I do know this may occasionally appear contradictory as we actually like to speak however hear me out. As simply outlined, Gen Z is confused: we really feel uncontrolled, doomed, and like the burden of the world lies on our shoulders.
With that comes a novel sense of camaraderie and connection amongst us. In consequence, Gen Zs belief different Gen Zs as they’re additionally going by way of the identical shared feelings. And, what higher solution to unify than by way of social media?
We now have turned social media and on-line communities into our modern-day model of phrase of mouth. Due to this fact, we even belief influencers’ suggestions greater than these from our family and friends.
This graph above helps emphasize that your advertising and marketing focus needs to be on connecting with Gen Z within the areas we really feel comfy: social media. Sorry, Mother and Dad, however you don’t have a lot affect over us anymore. Â
Extra Sources for Advertising and marketing to Your Goal Viewers
Now that we have explored and debunk a number of the largest Gen Z myths and predictions, you is perhaps eager to study much more in regards to the era and the way they store. Here is a fast checklist of extra data-driven assets that we hope you get pleasure from:
And for an in depth deep dive into all of our shopper developments knowledge survey (together with insights not on the weblog), obtain the free report under.
