We’ve mentioned Generation Z (born in the mid 1990s to early 2000s) a few times in the past few posts. While they may seem still young and insignificant, it’s estimated that by 2020, they will make up close to 40% of all consumers. Because of these impressive numbers, we thought providing small business owners with their own overview of Gen Z might prove beneficial. So, if you want to market to a Gen Z-er, keep the following in mind:
- Up your ad game. Because Generation Z was the first to have regular and easy access to technology, they are considered the most proficient…and also most savvy. Simply put, Gen Z has a lower tolerance for ads and won’t sit through them or will otherwise tune them out. If you want to reach someone of this generation, it needs to add clear, concrete value to their lives and be in the form of a resource that provides information. They care far less about what you are selling them, and more about what your product can do to help them as an individual.
- Make your technology top notch. Gen Z-ers like crisp, updated, clean-looking websites and profiles. If you haven’t updated your website in five years (which is ancient in our age of technology), they will most certainly notice and are far more likely to move on to a competitor.
- Cover all platforms. It’s estimated that most Gen Z individuals bounce regularly between their cell phone, desk top, tv, tablet, and laptop. If you want their attention, don’t skimp on your content for one of these; chances are, they will take notice.
- Be online accessible. If you offer a product or service, it needs to be available with a few clicks of a mouse (or thumb, or button). Buying in-store is not the preferred way of doing business from Generation Z’s point of view.
- You have 8 seconds. Talk about a snappy elevator pitch! But that 8 second overview of your service, (how it helps them, and why) needs to be easy to understand in a record amount of time these days. That’s why it may be well worth the investment for a top-notch content creator.
These concepts may all sound demanding to those of us who have been in the field for much longer than the early 2000s. Yet, this is the world Generation Z lives (and thrives) in. To tap into it is to understand it and approach the challenges head on as best we can. Survival for small business has always been cut-throat, so consider this just another development along the way as staying ahead of the game.