SPT Marketing news

Generation Z (those born 1995 – 2009) is a new type of customers that retailers need to consider as a potential and unique target market. They are students of today and university graduates, employees and consumers of tomorrow. While they are still young, this generation is following in the footsteps of “internet-addictive” Generation Y. Gen Z doesn’t just represent the future, they are creating it as they are the early adopters, the brand influencers and the social media drivers.

They are digital natives who are enjoying the advances of technology during their everyday activities. Gen Z is the first generation never known life without the internet as they are adopting technological behaviour in their early years - growing up watching television, surfing the web, playing electronic games, using mobile phones and devices, joining online and contact friend via social media platforms. They spend much more time online and in front of television than children of previous generations.

With no cash flow to speak of, Gen Z has to defer to parents’ wishes when it comes to making purchasing decisions. However Gen Z recognises the need to purchase, evaluate product performance as users and has a major influence on purchases.It clearly reflects the fact that Gen Z needs to be more targeted than purchasing deciders.

Gen Z is receptive to television and social media advertising, furthermore they have plenty of time to absorb marketing massages. To engage Gen Z, marketers need to offer products that are, or make Gen Z feel socially connected, fun and entertaining, cool and socially desirable, life enhancing, new and innovative.

With Gen Z growing up fast, all marketers should consider and plan to have a chance of attracting the new frontiers when they are ready to spend.