Sometimes, it is good to go back to our roots and remember that, to ensure the effectiveness of a certain marketing communication strategy, a marketeer or public relations professional must be systematically aware of the new trends and audiences that keep emerging in the market – to understand their needs, expectations and forms of interaction. Generation Z is clearly one of them.
Being an emerging and powerful consumer force, the Z(ero) includes those born between the mid-1990 and early 2000s and is characterized by independence and entrepreneurship. It is also a generation that values authenticity, financial security and personal success. But, after all, why is it so important to your business? Simple. According to the article Marketing to Generation Z: 11 important things to keep in mind, because this year it “will [already] represent 40% of all consumer shopping purchases, which is equal to $44 billion in buying power. (…) Already nowadays, Generation Zero influences 93% of family spending.”
“Nowadays, 95% of teenagers own a mobile phone or at least have access to it (vs. 73% in 2014-15)” and “the ‘always online’ segment grew from 24% in 2014-15 to 45% in 2018”, adds the same article. Now, bearing in mind its almost uninterrupted online presence, especially in the mobile format, when including this segment of the population in your marketing and communication strategy, we must ensure that it is “mobile first” and the published content is snackable (easy to read and share). And, since this is a generation particularly attentive to the environmental, socio-economic and political issues we face currently, we cannot, at the same time, neglect an authentic and transparent communication.