Gen Z owner of Bussler & Co, a New York marketing firm.
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It's no secret that many businesses are struggling to connect with Gen Z. For every Wendy's X post that goes viral, there are countless examples of stale, out-of-tune marketing that falls flat. But is it because companies aren't trying hard enough, or because they still see Gen Z as a bunch of kids with no spending power? Well, as a Gen Zer myself, I've got news for you: We're not kids anymore, and we're not broke either.
I recently wrote about how Gen Z is accumulating wealth at a staggering rate. We’re not just doing okay; we’re actually really well-off as a whole. In 2022, nearly a third of 25-year-old Americans were already homeowners, outpacing both millennials and Gen X at the same age. Our luxury spending is expected to grow three times faster than older generations.
A lot of this comes down to the fact that Gen Z wages are growing roughly twice as fast as those of other generations. While many Gen Zers were broke a few years ago, we’re quickly becoming a financial force. The era of Gen Z is here, and businesses that fail to adapt their marketing strategies risk missing out on a serious gold rush.
How To Target Gen Z
Born between 1997 and 2012, Gen Z is more than just a demographic—we're a force to be reckoned with. By 2026, we're projected to be the largest consumer population in the U.S. We're digital natives. We demand that the brands we support align with our values and speak our language.
We're fundamentally different from any generation that's come before us. We've grown up in a world shaped by social media, economic upheaval and political polarization. We're savvy, skeptical and quick to call out brands that try to deceive us. To win our loyalty, businesses need to get real and get creative.
So, how do you effectively market to Gen Z? The first step is to forget everything you think you know about marketing. Traditional advertising, generic social media posts and inauthentic influencer campaigns won't cut it. To capture the attention and respect of Gen Z, you need to play by our rules.
Rule 1: Be Authentic
Gen Z can detect nonsense from a mile away, and we won't hesitate to expose brands that try to pull the wool over our eyes. Be transparent about your values, own up to your mistakes, and follow through on your promises.
Rule 2: Meet Us Where We Are
Gen Z lives and breathes social media, but not just any platform will do. To reach us, you need to be creating native content on the platforms we actually use, like TikTok and Instagram. If you're not fluent in our language and culture, you're already losing the battle.
Rule 3: Involve Us In The Process
The best way to understand and connect with Gen Z is to have Gen Z voices at the table. This means hiring young talent, partnering with Gen Z influencers and bringing in Gen Z consultants to help steer your strategy. Our firsthand experience in creating content that resonates, navigating the ever-changing social media landscape and building authentic connections with our peers can be invaluable.
The rise of Gen Z is not a fad—it's an enormous shift that's already redefining the business world. The companies that recognize this and adapt their marketing strategies accordingly will be the ones that strike gold.
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