Marketing to Generation Z during Small Business Week
May 4, 2018
Chances are, you’ve never really thought about making your business appeal to Generation Z. In a society obsessed with millenials and the effects of baby boomers, it’s easy to forget about the current generation of young adults.
But Generation Z is here, and they’re growing. By 2020, they’re expected to form 40% of all consumers.
But Generation Z is here, and they’re growing. By 2020, they’re expected to form 40% of all consumers. Which means, they won’t be ignored. They’ll inevitably be partly responsible for the success – or failure – of your business.
Depending on how old your business is, you may just have figured out how to appeal to your millennial market. And while the generation born in the early 90s do have some similarities with the generation born in the 2000s, each group is, as expected, unique in their own way.
The youth of Generation Z aren’t just looking to buy your products, they’re also looking to tell everyone else about it. f there’s no way for them to do so, your business could still do well, but you’d be missing out on thousands of dollars in free publicity.
With the internet providing a platform for everyone to share their opinions, today’s youth also want to know that you’re taking their opinions into consideration when they patronise your products.
Are they leaving angry message on your social media pages because they don’t like your product redesign? They may be onto something and you’d be smart to listen. At the very least, acknowledging you’d heard them will make them feel you value their patronage and loyalty.
Generation Z has the most diverse group of consumers the economy has ever seen.
These consumers are expecting to see themselves reflected in your products. Cookie-cutter customer representations won’t work anymore. To appeal to the largest cross-section of Generation Z’s, your product marketing should reflect the different young consumers that you think will be purchasing your goods.
As diverse marketing is still a novelty, showing you notice and appreciate all your customers will have you attracting attention for the right reasons. You really can’t go wrong with embracing diversity.
Find a Walk, and Walk It
Buying isn’t simply buying anymore. For Generation Z’s, it’s a tacit approval of a company and the founder’s politics and opinions.
It’s a tacit approval of a company and the founder’s politics and opinions
Companies that don’t make their stance clear on certain issues may isolate some Generation Z’s when put on the spot. Pick an opinion on an issue and stick to it. This doesn’t mean you need to shout your beliefs from every figurative rooftop. But when placed on the spot, you’re better off being honest about your thoughts than wavering on an important topic.
It’s not very convenient but businesses need to accept that their opinions will not please everybody. In an age of oversharing, you’re no longer selling just your product, you’re selling your personality and beliefs as well.
Don’t Make Them Wait
Attention spans are shorter than ever before.
Remember Vine? The 6-second video app confounded adults everywhere but proved to be a global hit with hyperactive Generation Z children and young adults. Even though Vine is long gone, the popularity of Instagram shows that Generation Z’s attention spans are shorter than ever. When trying to introduce your product to today’s youth, ditch all the long, frilly introductions and get straight to the point.
One great way to do this is by submitting your website to the Vine Test. Can a young adult find the purchase or product section on your website in under six seconds? If they can’t, try to identify the unnecessary information that could be distracting them.
Can a young adult find the purchase or product section on your website in under six seconds? If they can’t, try to identify the unnecessary information that could be distracting them.
A business that doesn’t highlight the most important parts of their website will have Generation Z’s looking for other options.
This also extends to your product. ‘Out of stock’ excuses won’t fly nowadays. Make sure you, your suppliers, and your distributors are completely in sync. Are they holding back on your product because of a delayed payment? Consider using a payment system that guarantees speed, security, and cost-efficiency, even for international transfers.
Even better, Veem provides you with a personal dashboard, allowing you to track your payments from suppliers and distributors.
Sign up for a Veem account today and provide the best service to all your customers.