Marketing to Gen Z: Understanding the newest generation of consumers

Generation Z, also known as the iGeneration or Digital Natives, is the demographic cohort following the Millennials. Born between 1997 and 2012, this generation is the first to have grown up entirely in the digital age. As they begin to enter the workforce and consumer market, businesses are starting to take notice of their unique characteristics and preferences. 

In order to effectively market to Gen Z, it's important to understand their values, behaviors, and how they consume media.

 
Gen Z values authenticity and transparency in brands. They are highly skeptical of traditional advertising and are more likely to trust recommendations from friends and influencers. 

They are also more likely to engage with content that is relatable and reflective of their own experiences. Brands that can tap into this sense of authenticity and relatability will be more successful in connecting with Gen Z.

 
In terms of behavior, Gen Z is highly mobile and constantly connected. They are digital multitaskers, using multiple devices simultaneously and quickly switching between different apps and platforms. They are also highly visual, with a preference for short-form, snackable content. Brands need to consider these behaviors when developing their marketing strategy and ensure that their message is easily accessible and consumable on multiple devices and platforms.

 
Gen Z also consumes media differently than previous generations. They are less likely to watch traditional TV and more likely to consume content on social media platforms. They are also more likely to use ad-blockers and skip ads. Brands need to be more creative in how they reach Gen Z, using influencer marketing, user-generated content, and social media to connect with them.

 
In conclusion, Gen Z is a unique generation of consumers with distinct values, behaviors, and media consumption habits. Brands that can tap into their authenticity and relatability, reach them where they are, and create content that is easily consumable will be more successful in connecting with Gen Z.