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 absolutely perceive the traits we begin, cease, or completely cancel.
Regardless that I am no genius in the case of market to our era, I can let you know it’s fairly apparent when entrepreneurs attempt too exhausting to promote to us. It typically feels too pressured and pretend.
That’s why I am right here to assist! Let me debunk a couple of myths and predictions entrepreneurs might need made about our wild era as a way to discover the best methods to seize our consideration and hold us engaged. Let’s dive proper into a few of these incorrect ideas, debunk them with information from our State of Client Tendencies Survey, and focus on suggestions for what you are able to do as an alternative.
5 Gen Z Myths, Debunked
1. “Gen Z is obsessive about quick vogue.”
It’s simple to see SHEIN or Princess Polly hauls on TikTok or Instagram and suppose these symbolize our era. After all, 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.
As we speak, Gen Zers are buying this attire, however in a a lot much less dangerous manner, being that resale clothes is second-hand.
As a substitute of getting caught up in low-cost costs and offers, Gen Z, greater than some other 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 accountability has an actual impression on Gen Z buy selections.
And, after we requested whether or not firms ought to take a stance on social points, 50% of Gen Z stated they need to. As a marketer, which means, for those who haven’t already, it’s good to prioritize this for Gen Z and even youthful millennial audiences.
I additionally urge you not to think about social points as a broad time period that’s typically thrown round with none substance to again it up. As a substitute, break it down into particular points that you may truly combat with tangible outcomes. And, simply that can assist you out much more, right here is the place to begin:
After we requested Gen Zers who need firms to take a stance on which points are most necessary to them, racial justice was by far the highest problem (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 thought for being glued to their telephones, which clearly comes with the danger of unsecured and unrestricted information.
Moreover, we’re the TikTok era, and – as many people know — TikTok has had its share of privateness considerations. And sure, we might come throughout as irresponsible at instances, particularly in the case of social media (the milk crate problem was not one of the best concept); however don’t underestimate us.
As the primary era born right into a technology-based world, we have seen the realities of a digital area greater than some other era, so information safety and security are naturally high of thoughts.
As you possibly can see within the graph above, Gen Z buy selections are strongly influenced by whether or not or not they will belief an organization with their information (as it’s the second highest ranked consideration earlier than buy, at 83%).
The information above implies that, as a marketer, it’s good to convey information privateness to our era and might’t simply assume we don’t care about these standards. Guarantee us that we aren’t being scammed or exploited. We might 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 information, and we received’t thoughts.
3. “TikTok is The Greatest Method to Attain Gen Z”
TikTok is a good area for Gen Z; it affords a real really feel to the content material that no different app offers. This fashion is sort of enticing for a few of our shorter consideration spans and busy schedules. In truth, TikTok is the app Gen Z makes use of most frequently. Regardless of this, surprisingly (or not), it is not our favourite social media platform.
After we requested Gen Z their favourite social media app, Instagram and YouTube simply took the cake, with TikTok putting third, as seen within the graph beneath.
Out of your perspective as a marketer, which means despite the fact that a big effort ought to nonetheless undoubtedly be made to generate TikTok content material, don’t overlook about our trusty outdated good friend Instagram – even for Gen Z.
There are lots of the reason why Gen Z shies away from immediately shopping for on TikTok. These embrace the priority for information privateness beforehand talked about and simply wanting to make use of that area for the sake of connection and leisure slightly than ads and buying.
So, In case you plan to promote immediately by means of social media, Instagram undoubtedly must be your go-to (as 28% of Gen Z saying they purchased one thing immediately in a social media app prior to now three months).
HubSpot’s latest Instagram Advertising Report goes into extra element on why the app presents such a possibility 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 sort of short-form movies, together with people who market merchandise.
Earlier than making a purchase order by way of social media, we must be made to really feel like we discovered the product on our personal. We don’t need to really feel pressured into any choice, particularly when it comes from a transparent commercial that we will’t relate to.
To influence 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 slightly, than getting yet one more eye roll from us.
As this graph above exhibits, the highest manner 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 means of your actions.
5. “Phrase of mouth is an effective way to achieve Gen Z.”
Yeah, I do know this will likely appear contradictory as we actually like to speak however hear me out. As simply outlined, Gen Z is burdened: 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. Because of this, Gen Zs belief different Gen Zs as they’re additionally going by means of the identical shared feelings. And, what higher strategy 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. Subsequently, we even belief influencers’ suggestions greater than these from our family and friends.
This graph above helps emphasize that your advertising and marketing focus must be on connecting with Gen Z within the areas we really feel snug: social media. Sorry, Mother and Dad, however you don’t have a lot affect over us anymore. Â
Extra Assets for Advertising to Your Goal Viewers
Now that we have explored and debunk a few of the largest Gen Z myths and predictions, you could be 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 take pleasure in:
And for an in depth deep dive into all of our client traits information survey (together with insights not on the weblog), obtain the free report beneath.
