Gen Z—those born between 1997 and 2012 (give or take a few years)—has grown up in a digital world where technology and social media are integral to daily life. To connect with this generation, companies must adapt their marketing strategies.
To market them, we must first understand their behaviour and characteristics.
Gen Z is known for being:
- Tech-savvy
- Socially conscious
- For seeking authentic experiences.
They value
- Quality
- Service
- Instant gratification
- Personalization
They are highly conscious about filtering traditional advertising, and they are mainly drawn towards brands that create emotional connections. Even They are willing to pay a premium to align themselves with brands that share their values.
So what does it mean as a Marketer and how they can target these future buyers?
There are 2 critical components that you need to focus:
- A Digital-first approach
- Customer Experience
This will not only help in reaching out to new customers and also retain a loyal demographic.
Digital-First Marketing
Since Gen Z has never experienced a world without the Internet, they make buying decisions primarily based on online information. Maintaining a strong digital presence across platforms is therefore essential for marketing success.
This generation can search for companies, cross-compare services, and read reviews all within a matter of seconds online. Long gone are the days of speaking to a representative; this group of self-starters prefers to research and connect in ways that feel natural and are authentic to them.
Recently, I was speaking with a Purchase Executive, who was given the responsibility to identify 3 manufacturers of the product and get quotes. So as a GenZ new Executive, He searches for the product online, identifies 3 companies, and submits enquiry forms on the respective websites. He then starts receiving calls for asking additional information. On the other hand, one manufacturer connects with this GenZ buyer on Linkedin and also sends him a text message with a piece of preliminary information. He decides go with this manufacturer even at a higher price point – all because the person used a more digital and familiar approach to connection.
Digital channels and media—websites, videos, email, apps, texts, social platforms, etc.—are therefore critical to attracting new buyers. But, although a company’s value proposition should be consistent across channels, the content itself should not have a one-size-fits-all approach. Digital channels and media—websites, videos, email, apps, texts, social platforms, etc.—are therefore critical to attracting new buyers.
Tailor Your Content
Customize content for each channel to deliver the right message on the right platform. Create seamless connections between channels and ensure easy navigation—this is crucial for Gen Z users.
Leverage Video Content
Gen Z strongly prefers video content, which works effectively across digital platforms. Use it to simplify complex offerings and keep videos brief—this generation’s scrolling habits demand concise content.
Master Social Platforms
Social media is woven into Gen Z’s daily routine. Use platforms like Instagram, TikTok, and LinkedIn to showcase your offerings, company culture, values, and employees while fostering authentic engagement with your audience.
Stay Tech-Forward
In this rapidly evolving industry, Gen Z quickly embraces new technologies. Companies that adopt emerging tech solutions gain a clear competitive edge.
Gen Z leads the charge in adopting technological innovations (metaverse, AI, VR, AR, etc.)—make these technologies fundamental to your strategy and execution.
Track and Optimize
Digital marketing provides excellent opportunities to target campaigns, measure results, and adapt quickly. Use these insights to refine your strategies and maximize ROI.
Customer Experience
While digital dominates modern interactions, the emotional impact of customer touchpoints remains crucial. Today’s consumers across industries demand more, requiring marketers to deliver a tailored, seamless customer experience.
Gen Z readily voices dissatisfaction with their buying experiences, as evident in reviews on Google and Amazon. This has made service quality, instant gratification, and personalization key battlegrounds for brand competition.
Service
Gen Z values responsiveness, convenience, and customization. Companies must adapt by offering both easy contact methods and robust self-service information options.
With the Internet’s 24/7 nature, this generation expects round-the-clock connectivity. Companies can meet this need through smart technology deployment—including chatbots, self-guided experiences, and comprehensive FAQs.
Instant Gratification
In today’s world of instant digital feedback, speed is paramount. Gen Z, shaped by a culture of immediate likes, shares, and comments, expects swift responses and results.
Authentic and Personalized Experiences
Brands that demonstrate genuine understanding of Gen Z’s lifestyle and values are more likely to win their business. Equally important is recognizing these buyers as individuals. Personalized communications, service, and experiences have evolved from mere trends to fundamental expectations.
Hiring a GenZ to get new perspective
Most of the small and medium sized manufacturing businesses in India focus on experience and run of the mill activities. But a new generation employee brings new thoughts, new experimentations and new frameworks to business. This also helps to bring innovation to the company and feels like a new energy being brought to the business.
As Gen Z becomes the dominant force in the buyer landscape, marketers must evolve their strategies to meet this shift. Through strategic use of digital touchpoints and placing customer experience at the forefront of our marketing efforts, we can effectively engage and retain Gen Z buyers—setting the foundation for long-term business success.
