Did you hear? Millenials are old news. Well, they’re now 25 to 37, which means that a new generation is now entering the workforce and rapidly increasing their buying power: Gen Z. Though these two generations may seem more similar than generations past upon first glance, there are many qualities borne out of each generation’s upbringing that set them apart:
The key differentiator between the two is Gen Z doesn’t remember a time before the internet. Though some studies suggest this has created an 8-second attention span, 4 seconds less than millennials, the reality is more complicated. With their sophisticated ability to quickly glean information, you’ll only have a few seconds to convince Gen Z consumers that you’re worth their time. But if you do, they are known to hyper focus and complete in-depth research on any topic. Want to become binge worthy? Here are some traits to increase conversions with Gen Z.
They’re Mobile Natives
While Millenials pioneered the use of mobile in everyday life, Gen Z has grown up seeing the world around them using mobile phones as the hub of social, work and private lives. With teens on average receiving their first phone between 12 and 13, it’s likely that a mobile phone was their first big ticket personal item. Optimize your mobile site to convert leads from your social media and decrease load times to hold Gen Z’s attention.
They’re Concerned About Privacy
Gen Z has been hearing about catfishing, data leaks and celebrity hacks since they were in diapers. “The talk” from their parents included making all of their accounts private and not to talk to anyone they didn’t know online. In a survey by IBM, more than two-thirds of teens said they were uncomfortable sharing their personal information online, but they would feel more open to sharing with a brand they trusted would protect it. When requesting this kind of information, do so transparently and highlight your commitment to keeping their data safe.
They Expect Engagement
The traditional sales pitch is dead. Instead, Gen Zers want a personable experience when they talk to brand ambassadors. So-called “flash sales” don’t interest them, so sales copy must be replaced with relatable language and feel relaxed. If you receive a review, positive or negative, choosing to respond publicly to either help or thank them for their review will be rewarded, and failing to do so or – even worse – using standardized boilerplate language may be vilified.
They Prefer Smaller Creators
Having seen the damage a highly-curated Instagram feed can do to a person at a young age, Gen Z prefers authenticity over perfection, and they know micro-influencers with a following between 1,000 and 10,000 followers are more likely to have authentic lives outside of their social feed. This is great news for brands because a smaller following means a lower cost for working with these influencers and a higher engagement level. While there are still some examples of mega-influencers in the Gen Z zeitgeist (looking at you, Jeffree Star), most brands will find a higher conversion rate with the targeted audience of a micro-influencer.
Gen Z is likely to be the next force to revive or “kill” a wide variety of industries much like the generation before them. By positioning your brand now as their purchasing power grows, your product may have the ability to become an aspirational experience and build a lifelong relationship with these new customers.