Generation Z is one of the hottest target demographics for marketers and brands. Why? Because they command a whopping US$360 billion spending power, according to a 2021 Bloomberg report. However, to tap into any market, you need to be able to resonate with the audience – and to reach zoomers (members of Gen Z) – you need more than basic proficiency with Internet culture. Join Wordsmith and let’s learn what it takes to write for this picky demographic!
The Gen Z lowdown
Before we can start creating zoomer-oriented content, there’s some background information that we need first.
Defined as anyone born between 1997 and 2012, the Gen Z demographic is well versed in all things tech. Having grown up alongside the Internet, mobile devices, streaming services and such, a stunning 95% of teens aged 13-17 owned smartphones in 2018 according to a Pew Research Center survey.
With the ease of access to the Internet and more than 57% having been enrolled in college, it’s not surprising that Gen Z is one of the most highly educated demographics. From a marketing standpoint, this means that you can expect your content to get factchecked. In other words, your audience will always trust Google more than you, so any questionable claims or incorrect information in your marketing content will result in consequences.
Zoomers are among the biggest advocates of social justice, political correctness, diversity and equality. They will not hesitate to speak out or protest when they feel a brand or company has committed some sort of injustice. Whether these issues are correct or not in the eyes of the government or mainstream media are irrelevant – passionate zoomers are unafraid to take a stand on any topic – from Gen Zs in Iran fighting for women’s rights to the bizarre tomato soup on Van Gogh painting incident by Just Stop Oil activists.
Furthermore, if you thought millennials were pessimistic, Gen Z bear cynicism in spades. From witnessing 9/11 and the resulting War on Terror to the financial crisis of 2007-2008, regular mass shootings, ecological disasters, the pandemic and hardships galore, the Internet and social media keep these traumatic events alive through active discussion. You’d be hard pressed to find a zoomer who’s feeling optimistic about the future when their online and offline lives are filled with perpetual negativity.
Besides cynicism, scepticism is also a major trait of the Gen Z population. Authenticity and transparency are key factors for Gen Z consumers. Don’t expect these audiences to trust your content right off the bat – especially if it appears that you are promoting a social message just to gain more attention.
Gen Z marketing etiquette
With that bit of context in mind, consider these key takeaways when building your content for this audience:
1. Don’t beat around the bush
Consider how much time this demographic spends on social media everyday – they are constantly surrounded by a tidal wave of content, which has shortened their attention spans considerably. According to Microsoft and a Nielsen report, the average attention span of a person is around 8 seconds, and consumers can determine whether a video is worth watching in about 2 seconds… which means you can expect zoomers to have an even shorter attention spans!
Being direct with your message is the most efficient way to get through to a zoomer. A bit of background information is fine, but if you expect them to read through an entire page before you get to the point, then you’ve lost your shot.
2. Be associable and genuine
Beyond having products or services that are desirable, your brand needs to represent something that zoomers can associate with – something that’s a part of your brand identity or a unique message of a campaign perhaps.
For example, products that are made using eco-friendly processes, a campaign where part of the proceeds are donated to people in need, or a brand identity that promotes inclusivity and equality are some selling points that marketers like to weave into their advertising.
Just remember, unless the campaign or product is centred around these messages, you only need to brush over these selling points lightly – otherwise the sceptics might begin to question your underlying motives.
What do we mean by being genuine? When you make a promise to your audience, you need to follow through with it. From a pledge to donate a portion of your profits to a worthy cause, to simply ensuring that your product does what you say it does, all consumers (especially zoomers) will judge you harshly if you fail to live up to expectations.
3. Do be original
Social media offers a ton of insight as to what is popular at the moment – with memes being a favourite amongst the younger generation. However, Quillbot’s Sarah Taylor recommends against using memes as your primary source of content.
Meme culture is highly volatile and what is funny and trending today can quickly become outdated by tomorrow. Unless you have a way to pump out content to match what’s trending today, it’s best to avoid memes altogether.
Instead, aim to create original content – be it by innovating, finding new angles or bringing in new voices. Videos and image-oriented content are also the preferred media form due to the popularity of TikTok and Instagram, but text-based content with good hooks are still viable!
As finicky as Gen Z may be, their interests and preferences aren’t entirely unreasonable. It may be a bit uncomfortable (and difficult) to shift your current marketing standards to a zoomer-approved standard, but it’s a challenge that may be well worth the effort.