Marketing to Gen Z

The Power of Marketing to Gen Z

There’s a new group of kids taking the digital world by storm.

They live and breathe the online world and they’re not going anywhere—say hello to Generation Z.

Some are already making waves (and money) thanks to social media and technology.

Born around the mid-90s to the early 2000s, they’re teenagers or soon-to-be college graduates.

So why should you pay attention to these youngsters? 

Because they’re the generation spurring businesses to change how they go about doing business.

Gen Z brings over $44 billion in buying power and will represent 40 percent of American consumers by 2020.

But where do you even start with how to market to Gen Z?

Here are a few things to start thinking about when it comes to creating your strategy for marketing to Gen Z.

1. Focus On a Clear Purpose

Gen Z is looking for even more from a brand or business. 

They want to know the core of what makes your business different and how it’s promoting positive change or improving the world.

Basically, what’s in it for them and the world they live in? 

They’re aware of what’s happening in the world and believe it or not, they practice what they preach. It’s no surprise that over 50% of Gen Z tend to lean towards eco-friendly and socially responsible brands.

Similar to Millenials, Gen Z wants a purposeful brand story that resonates with who they are and what they believe in (think TOMS, Nike, Apple, etc.)

The takeaway? Avoid the in-your-face sales approach at all costs. 

Instead, focus on connecting the dots and the benefits and results Gen Z will get by choosing your business.

2. Be Where They Hang Out

Generation Z marketing is a whole other game. But a rewarding game if you know how to capture their attention spans first and then win over their hearts.

So where can you find them? Online of course!

If you’re going to integrate Generation Z marketing strategies, your business MUST have a strong online presence.

The Gen Z crowd gathers, engages, and buys online so your selling strategies should always be mobile-focused with honest, upfront messaging rather than flashy advertising from decades ago.

Feel like your social media strategy isn’t up to snuff? Not sure how to make YouTube or video work for your business? Reach out to our Z’Onion tribe a full-service creative & digital marketing agency and let’s make some magic.

If you’re thinking these marketing “upgrades” can wait, then you and your business are already falling behind (not to mention your sales potential).

Gen Z is by far the most tech-savvy generation. From socializing, learning, shopping, and ordering food, these centennials are likely to do it all via a convenient screen first.

Bottom line: be absolutely accessible online and start speaking their language.

3. Provide Meaningful Experiences

It may sound like Generation Z expects a lot when deciding who to watch, what to buy, and how to interact, but here’s a few key things to keep in mind.

Gen Z expects a hyper convenient and authentic experience whether they’re consuming content or looking for products and services.

If you can be genuine, get your point across, AND make it super easy for this generation to make a quick decision, you’re already on your way to hitting the jackpot.

Less is more as they say.

Powerful marketing for Gen Z also takes advantage of the latest tech like automation or even more importantly, user-generated content to help them validate their buying decisions.

Gen Z is keen to research what others have to say about a product/service both before and after buying. They’ll look for social proof, skim hundreds of reviews, and whether or not anyone they know or trust has made a similar purchase.

So what can you do to gain interest, trust, and loyalty? 

Show them why what you do matters to the world.

Studies have shown that at least three-quarters of today’s youth between the ages of 15 and 20 would actually pay more for a sustainable product, compared to only 51 percent of Baby Boomers.

At the end of the day, don’t be afraid of Gen Z, embrace them and their willingness to buy.

Final thoughts to leave you with. . .

Maybe you’ve just begun to understand how Millennials work and can’t even imagine pivoting again to cater to Generation Z and marketing to their preferences.

We get it. Marketing is one of those things that constantly needs to be tweaked and improved as new platforms or technology comes along.

But if you put in the time and effort to understand your new customer base and the way Generation Z is hardwired, they’ll ultimately reward you for feeling like you’ve already known who they are all this time.

A few more tidbits to keep in mind:

55% of Gen Z don’t unplug and go more than five hours without online access.

64% of Gen Z would prefer unlimited internet access over a college degree.

69% of Gen Z prefer buying from socially-conscious businesses.

75% of Gen Z trust businesses even if it’s an online-only platform.

Feeling overwhelmed? Connect with our Z’Onion team of experts and let us help you with marketing to Gen Z and create the ideal digital marketing plan for your generation of customers!

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We’re your marketing director, strategist, account manager, project manager, family and tribe.

Dan Kiefer, Patrick Daugherty


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