Post by sumiseo558899 on Nov 9, 2024 7:30:04 GMT
Who are Generation Z consumers?
All consumers are relevant and evolve according to the needs of the moment (for example, the Covid-19 pandemic that we have suffered and are still overcoming) setting consumer trends.
However, some sociodemographic groups have a greater impact than others on the changes we need to consider implementing in those strategies that will allow us to make our business and brand better known, and sell our products and/or services in the medium and long term. One of these groups is Generation Z.
Generation Z, also known as Gen Z, centennials or post-millennials, is a sociodemographic group born in the late 1990s and early 2000s. They are around 20 years old and, therefore, we can consider them to be among the most important consumers in the coming years. And if in recent years getting to know these consumers had already started to be important, now it is starting to be key.
2. Why is it important to know their consumption patterns?
When we talked about the importance content writing service
of developing buyer personas, we did so because we knew that there would come a time when digital strategies would be key to the future of business. Now this is clearer than ever. Many businesses and brands are exclusively digital, but their survival over time will depend on how hard they put into getting to know their consumers.
And Generation Z is the socio-democratic group that will define the foundations and trends of e-commerce and advertising models for the next decade. What's more, they are the ones who will influence the new generations in the use of different technologies and digital platforms.
For this reason, it is not only essential to learn from them, to know what their preferences and possible current needs are, but also to be up to date with their changes in terms of consumption that can influence the marketing and sales strategies implemented.
Because if there is one thing we know well, it is that in the face of the continuous social changes we experience, consumer habits and trends can change. Knowing our consumers well is essential and, if our business is going to be increasingly affected by these buyers, it is necessary to know exactly who they are.
Although just over a decade separates the centennials from the millennials , these years have been enough to add some interesting features to take into account. But are they so different from the millennials ? What relevant facts have influenced them that we should take into account to assess their consumer behavior?
What characterizes the zo centennial generation ?
3.1. They are digital natives, they do not understand the world without the Internet.
Centennials are consumers born in the digital age. In fact, they are the first sociodemographic group that has not known a world without the Internet. Therefore, it is not surprising that they cannot conceive of a world without privileges such as mobile devices and digital platforms .
Unlike millennials , many of whom did not own a mobile phone until the late 1990s, when its use began to spread considerably, Generation Z has had a superior command of technological devices almost from birth.
In fact, in the educational field this technology has been incorporated to satisfy a necessary requirement, since many of these digital natives feel more curious or predisposed to study using certain devices and content. For this reason, their learning capacity is, if possible, more visual.
3.2. They feel more comfortable with public exposure.
Because of the above, Gen Z consumers feel more comfortable exposing their lives publicly. For these young people, the Internet and platforms such as social media are not only used to communicate, but there is an implicit need to interact and exchange experiences with other people of their generation.
And since these experiences are essential for them, there is a great need to show and share them publicly. This is because they are linked to the rise in virtual social relationships and, for this reason, it is also important for them to project an active digital image although, surprisingly, much more realistic and without artifice or posturing , which is the term used by many in these cases.
3.3. They are more independent, self-taught and creative.
In addition, centennials are characterized by greater self-taught learning. Communication technologies and access to a wide variety of information have helped them to be more independent, to take advantage of the resources at their disposal and to be more creative. And these traits have also been reflected in the workplace.
Many young people from Generation Z have been forced to start their own business. The difficult access to the labour market, together with their access to information and ability to adapt, has led many of them to take the initiative to become entrepreneurs, easily adapting to the criteria and demands of virtual platforms for work. In fact, the average number of entrepreneurs has decreased considerably.
3.4. They are accustomed to immediacy and are nonconformists.
Unlike the generation that preceded it, Gen Z is more nonconformist and impatient. The immediacy of everything they consume has come to influence their life decisions and, therefore, many of their goals are more ambitious, specifically in terms of the time they will take to achieve them.
They want to achieve their goals in the short term, breaking away from established canons and habitual work methodologies. They will not settle for the objectives set by previous generations. Many have greater aspirations, which they are eager to achieve.
3.5. They are socially aware of the problems.
Generation Z has grown up in a much more flexible, diverse and sensitive environment regarding social and environmental issues. Thanks to the global narratives that have been exposed on different social platforms, committed to cultural diversity, social equality and respect for the environment, this generation has grown more empathetic and supportive and aware of current problems.
Therefore, the brand, the content, the form of communication and, in general, the digital strategies that are going to be implemented must begin, if they are not already, to align themselves with the preferences of these consumers. Although this implies leaving aside the older generations of consumers, it does imply keeping an eye on what could change or should change in the way in which each of the strategies is carried out today.
4. What marketing strategies are essential?
Online strategies will increasingly be based on what works based on our knowledge of our consumers. So now is the ideal time to think about what actions do not allow us to improve our knowledge of consumer habits such as those of Generation Z, so that we can implement strategies that are scalable and adaptable in the long term.
4.1. Branding, aiming for greater alignment.
If it wasn't already clear, the environment, equal rights and diversity are major concerns for younger generations, though not exclusively for them. However, it has now become clear that brands must commit to greater sustainability and greater representation of society and of what have long been considered minorities.
This is why businesses should revisit their brand strategy and company branding and critically observe whether there are aspects that can be improved in their communication, presentation and definition that align with the preferences and demands of new consumers. Given the large amount of competition in the markets, brands that do not commit to understanding their consumers will be left behind.
{{cta('428775ab-8272-41bc-b786-6000636b1a99')}}
4.2. Social media marketing, where to be.
Social media has become the center of the shopping experience after the pandemic. It is no secret that social media is the preferred communication platform for Generation Z.
They are the recurring source of information and entertainment for this sociodemographic group, thanks to which more and more changes are being implemented that allow not only marketing and advertising strategies to be put into practice, but also sales directly from these platforms.
Many brands follow the strategy of sharing content from their blog or website on different platforms, especially Facebook and Twitter. However, if there is something to keep in mind, it is that according to a study by Retail Dive , of the different social networks available, those that had the greatest impact on the purchase decision were:
Instagram for 44% of consumers.
YouTube for 32% of consumers.
And Snapchat for 21% of consumers.
Hootsuit Study on Social Media Trends 2022
Even the companies surveyed by Hootsuite say that the most visual and immediate platforms are those that have helped them achieve their business goals in the last two years. That is why these platforms are not only the channels that should be worked on the most, but they are also the center of content creation.
4.3. Content marketing, from a redefined perspective.
Since social platforms have such an influence on the daily lives of millennials , it will be necessary to redefine the content marketing strategy. You may be taking into account the consumer preferences of millennials today , but in the long run, it will be necessary to take into account more and more the preferences of Gen Z.
Because of social media, these people have a preference for updated and authentic content. Brands will have to work with anecdotal, informative but entertaining posts. It is essential to be more creative and, especially, to bet on visual and audiovisual content formats that allow for improved engagement .
Because engagement , not followers, is what makes the difference when it comes to determining the success of a social media strategy. Engagement is what potentially improves sales of products and services. In addition, this factor is also determined by the online reputation that has been built over time, which depends in part on other consumers and their content.
UGC, User Generated Content, is an asset that many brands have wanted to promote in recent years. The conversations generated around relevant topics and opinions about products or services, especially if a business is mentioned in a positive way, have served to improve online reputation.
The problem is that many companies still have the perspective that the communities they create are thanks to the followers they obtain, when the truth is that the majority of consumers feel compelled to make purchases and give their opinion thanks to other influential consumers:
4.4. Marketing with influencers , the key.
The figure of the influencer has been fundamental in recent years and, for centennials , it is key. These influencers do not have to have hundreds or millions of followers; content creators on social networks can have a small community of followers with a lot of engagement , which, as we have said, is what is really sought to guarantee the success of a strategy.
For this reason, more and more brands are beginning to actively listen to their communities, especially to the most active users, and decide to collaborate with influencers capable of positively influencing their purchasing decision. Marketing with influencers is one of the surest ways to guarantee a continuous flow of active customers, but as we have said, it is necessary to know these types of consumers well:
4.5. CRM, the consumer at the center of the strategy.
Another key strategy and tool for the sustainability of marketing and sales strategies is CRM. It will be increasingly difficult to obtain relevant information about the consumer preferences of customers and Internet users. Only CRM can legitimately store information of interest to a company about its own customers and prospects.
Creating lists, implementing automations and studying browsing trends and the most interesting content visited is something that can be done with the right CRM. This, together with analyzing the engagement in the publications and which content formats have better performance or a higher success rate based on the objectives, is what will give us an idea of what changes should be implemented to improve marketing and sales strategies day by day.
All consumers are relevant and evolve according to the needs of the moment (for example, the Covid-19 pandemic that we have suffered and are still overcoming) setting consumer trends.
However, some sociodemographic groups have a greater impact than others on the changes we need to consider implementing in those strategies that will allow us to make our business and brand better known, and sell our products and/or services in the medium and long term. One of these groups is Generation Z.
Generation Z, also known as Gen Z, centennials or post-millennials, is a sociodemographic group born in the late 1990s and early 2000s. They are around 20 years old and, therefore, we can consider them to be among the most important consumers in the coming years. And if in recent years getting to know these consumers had already started to be important, now it is starting to be key.
2. Why is it important to know their consumption patterns?
When we talked about the importance content writing service
of developing buyer personas, we did so because we knew that there would come a time when digital strategies would be key to the future of business. Now this is clearer than ever. Many businesses and brands are exclusively digital, but their survival over time will depend on how hard they put into getting to know their consumers.
And Generation Z is the socio-democratic group that will define the foundations and trends of e-commerce and advertising models for the next decade. What's more, they are the ones who will influence the new generations in the use of different technologies and digital platforms.
For this reason, it is not only essential to learn from them, to know what their preferences and possible current needs are, but also to be up to date with their changes in terms of consumption that can influence the marketing and sales strategies implemented.
Because if there is one thing we know well, it is that in the face of the continuous social changes we experience, consumer habits and trends can change. Knowing our consumers well is essential and, if our business is going to be increasingly affected by these buyers, it is necessary to know exactly who they are.
Although just over a decade separates the centennials from the millennials , these years have been enough to add some interesting features to take into account. But are they so different from the millennials ? What relevant facts have influenced them that we should take into account to assess their consumer behavior?
What characterizes the zo centennial generation ?
3.1. They are digital natives, they do not understand the world without the Internet.
Centennials are consumers born in the digital age. In fact, they are the first sociodemographic group that has not known a world without the Internet. Therefore, it is not surprising that they cannot conceive of a world without privileges such as mobile devices and digital platforms .
Unlike millennials , many of whom did not own a mobile phone until the late 1990s, when its use began to spread considerably, Generation Z has had a superior command of technological devices almost from birth.
In fact, in the educational field this technology has been incorporated to satisfy a necessary requirement, since many of these digital natives feel more curious or predisposed to study using certain devices and content. For this reason, their learning capacity is, if possible, more visual.
3.2. They feel more comfortable with public exposure.
Because of the above, Gen Z consumers feel more comfortable exposing their lives publicly. For these young people, the Internet and platforms such as social media are not only used to communicate, but there is an implicit need to interact and exchange experiences with other people of their generation.
And since these experiences are essential for them, there is a great need to show and share them publicly. This is because they are linked to the rise in virtual social relationships and, for this reason, it is also important for them to project an active digital image although, surprisingly, much more realistic and without artifice or posturing , which is the term used by many in these cases.
3.3. They are more independent, self-taught and creative.
In addition, centennials are characterized by greater self-taught learning. Communication technologies and access to a wide variety of information have helped them to be more independent, to take advantage of the resources at their disposal and to be more creative. And these traits have also been reflected in the workplace.
Many young people from Generation Z have been forced to start their own business. The difficult access to the labour market, together with their access to information and ability to adapt, has led many of them to take the initiative to become entrepreneurs, easily adapting to the criteria and demands of virtual platforms for work. In fact, the average number of entrepreneurs has decreased considerably.
3.4. They are accustomed to immediacy and are nonconformists.
Unlike the generation that preceded it, Gen Z is more nonconformist and impatient. The immediacy of everything they consume has come to influence their life decisions and, therefore, many of their goals are more ambitious, specifically in terms of the time they will take to achieve them.
They want to achieve their goals in the short term, breaking away from established canons and habitual work methodologies. They will not settle for the objectives set by previous generations. Many have greater aspirations, which they are eager to achieve.
3.5. They are socially aware of the problems.
Generation Z has grown up in a much more flexible, diverse and sensitive environment regarding social and environmental issues. Thanks to the global narratives that have been exposed on different social platforms, committed to cultural diversity, social equality and respect for the environment, this generation has grown more empathetic and supportive and aware of current problems.
Therefore, the brand, the content, the form of communication and, in general, the digital strategies that are going to be implemented must begin, if they are not already, to align themselves with the preferences of these consumers. Although this implies leaving aside the older generations of consumers, it does imply keeping an eye on what could change or should change in the way in which each of the strategies is carried out today.
4. What marketing strategies are essential?
Online strategies will increasingly be based on what works based on our knowledge of our consumers. So now is the ideal time to think about what actions do not allow us to improve our knowledge of consumer habits such as those of Generation Z, so that we can implement strategies that are scalable and adaptable in the long term.
4.1. Branding, aiming for greater alignment.
If it wasn't already clear, the environment, equal rights and diversity are major concerns for younger generations, though not exclusively for them. However, it has now become clear that brands must commit to greater sustainability and greater representation of society and of what have long been considered minorities.
This is why businesses should revisit their brand strategy and company branding and critically observe whether there are aspects that can be improved in their communication, presentation and definition that align with the preferences and demands of new consumers. Given the large amount of competition in the markets, brands that do not commit to understanding their consumers will be left behind.
{{cta('428775ab-8272-41bc-b786-6000636b1a99')}}
4.2. Social media marketing, where to be.
Social media has become the center of the shopping experience after the pandemic. It is no secret that social media is the preferred communication platform for Generation Z.
They are the recurring source of information and entertainment for this sociodemographic group, thanks to which more and more changes are being implemented that allow not only marketing and advertising strategies to be put into practice, but also sales directly from these platforms.
Many brands follow the strategy of sharing content from their blog or website on different platforms, especially Facebook and Twitter. However, if there is something to keep in mind, it is that according to a study by Retail Dive , of the different social networks available, those that had the greatest impact on the purchase decision were:
Instagram for 44% of consumers.
YouTube for 32% of consumers.
And Snapchat for 21% of consumers.
Hootsuit Study on Social Media Trends 2022
Even the companies surveyed by Hootsuite say that the most visual and immediate platforms are those that have helped them achieve their business goals in the last two years. That is why these platforms are not only the channels that should be worked on the most, but they are also the center of content creation.
4.3. Content marketing, from a redefined perspective.
Since social platforms have such an influence on the daily lives of millennials , it will be necessary to redefine the content marketing strategy. You may be taking into account the consumer preferences of millennials today , but in the long run, it will be necessary to take into account more and more the preferences of Gen Z.
Because of social media, these people have a preference for updated and authentic content. Brands will have to work with anecdotal, informative but entertaining posts. It is essential to be more creative and, especially, to bet on visual and audiovisual content formats that allow for improved engagement .
Because engagement , not followers, is what makes the difference when it comes to determining the success of a social media strategy. Engagement is what potentially improves sales of products and services. In addition, this factor is also determined by the online reputation that has been built over time, which depends in part on other consumers and their content.
UGC, User Generated Content, is an asset that many brands have wanted to promote in recent years. The conversations generated around relevant topics and opinions about products or services, especially if a business is mentioned in a positive way, have served to improve online reputation.
The problem is that many companies still have the perspective that the communities they create are thanks to the followers they obtain, when the truth is that the majority of consumers feel compelled to make purchases and give their opinion thanks to other influential consumers:
4.4. Marketing with influencers , the key.
The figure of the influencer has been fundamental in recent years and, for centennials , it is key. These influencers do not have to have hundreds or millions of followers; content creators on social networks can have a small community of followers with a lot of engagement , which, as we have said, is what is really sought to guarantee the success of a strategy.
For this reason, more and more brands are beginning to actively listen to their communities, especially to the most active users, and decide to collaborate with influencers capable of positively influencing their purchasing decision. Marketing with influencers is one of the surest ways to guarantee a continuous flow of active customers, but as we have said, it is necessary to know these types of consumers well:
4.5. CRM, the consumer at the center of the strategy.
Another key strategy and tool for the sustainability of marketing and sales strategies is CRM. It will be increasingly difficult to obtain relevant information about the consumer preferences of customers and Internet users. Only CRM can legitimately store information of interest to a company about its own customers and prospects.
Creating lists, implementing automations and studying browsing trends and the most interesting content visited is something that can be done with the right CRM. This, together with analyzing the engagement in the publications and which content formats have better performance or a higher success rate based on the objectives, is what will give us an idea of what changes should be implemented to improve marketing and sales strategies day by day.