Direct response marketers are getting their first good look at Generation Z (Gen Z), the newest possible market (ages five- to 22-years-old), and we’re developing strategies to speak directly to them.

While some common notions about Gen Z are true (they are very connected via their mobile devices like no other generation), some of the stereotypes are not valid (they actually DO trust a newspaper they can hold) and failing to understand the difference between the two can mean the difference between success or failure when marketing a product. They’re good savers and shrewd shoppers, but don’t mind paying for extra service.

When working to communicate effectively with this emerging and seeming elusive market, remember:

• Authenticity is crucial. A generation raised on connections between people sometimes separated by great distances responds to messages that include real customer testimony—actual product or service consumers and not actors or paid celebrity endorsers. Marketers should try to get their products into the hands of social media influencers who are already trusted and respected online voices.

 

• It’s got to be convenient. They’re always connected and they expect their access to goods and services to be ready on request. Raised on home package delivery of nearly everything one can buy; they have an expectation of ease of use. It’s worth noting that they’re willing to pay extra for that convenience.

 

• Get it in writing. The most media-savvy generation, the first within the social media age, turns to print when they need information they can trust. A white paper published by MNI Targeted Media revealed that Gen Z places great value on print media. The research revealed that 83 percent of them look to print sources for “trusted information and content.” They also appreciate the fact that the print experience is not interrupted by intrusive popups, unavoidable banner ads and slow page loading times.

 

• Value is valuable. For some members of Gen Z, the Great Recession that hit in 2008 was a formative event. The oldest of them will remember vividly how their families or families of friends were affected by waves of layoffs, stock market losses and foreclosures in the wake of that financial disaster. More than half of Gen Z keeps a savings account and they’re carefully and closely comparing prices for the best value.

 

• Values are almost as important as value. The MNI study reported 56 percent of Gen Z self-identifies as socially-conscious and takes a brand’s stance on social issues seriously. More than half of them care about leaving the world a better place than they found it and will base their buying habits accordingly. Along the same lines, being tone-deaf or inauthentic in relation to social issues is a quick way to alienate Gen Z.

Gen Z, individuals born after 1995, is on track to be more than a quarter of the population and approximately 40 percent of all consumers in the United States by 2020. They are too important to ignore. Using the advice above will help you connect with this emerging audience.

For more information on buying media that sells, contact Diray Media today.