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Generation Marketing
written by: BRANDER - 2021. march 25.

Generation Z: who are they, how do they live, what kind of consumers and how do they work?

To understand consumers and develop a marketing strategy for them, it is essential to understand the stage of life they are in, their current living conditions and the approach they take age-appropriate experiences for them.

Generational marketing is based on segmenting different age groups according to what determinants its members decide on, what their needs and expectations are. Generation Z members are quite different from the members of Gen Y, who preceded them, with all experts agreeing that there has never been such a difference between two consecutive generations in terms of learning, working, personal relationships, and media consumption habits.

Who are the members of Generation Z?

- Born between 1995 and 2010, they were the first generation to be born into the world of digital technologies, living in an age of rapid change as digital natives. This constant transformation is comfortable for them, specifically requiring a faster rhythm.
- Growing up and adapting to the rapid development of technology, it plays an important role in their lives, it is inconceivable for them to be without digital technology.
- As a result, their human relationships have been transformed, while Generation Y members see the digital world as an extension of the physical world - and still use it - while a significant portion of this age group’s personal relationships are fulfilled in the digital space.
- It is natural for the members of the generation to be able to contact almost anywhere, anytime, with anyone, they make the majority of their daily communication using digital devices. Not only is this true of their interpersonal relationships, they also often share content with the general public on social media.
- Their technical sense is excellent, their virtual community is more likely to come to the fore in the main areas of their lives, as the online world widens their boundaries, significantly influences the process of their identity, they are actively present on several platforms in parallel.
- Personal freedom, social responsibility and accountability, reducing their ecological footprint and environmental awareness are important to them. Therefore, preference is given to all those with similar values, be it a personal or business relationship.
- They are the first generation to cross global borders: they are affected and shaped by almost the same influences in different parts of the world (social media, music, films, etc.) and are connected to each other thanks to the Internet and knowledge of English. so they are not hindered by physical constraints.



Generation Z as a consumer

What, where and why does Generation Z buy?

- Based on their consumption habits, compared to previous generations, they are less loyal to a brand, much more they expect the brand to be loyal to them. Unlike members of Generation Y, they are less tolerant, rarely giving a second chance after a “mistake,” whether it’s a product, communication, website, etc.
- Value-conscious customers, paying attention to value for money and extra services, typically prefer to choose an experience instead of a product.
- It's important for them that a brand is credible, socially responsible, and communicates its values ​​consistently.
- In brands they see the tools for self-expression.
- The purchase of a product is not only determined by the product, the communication based on it plays an equally important role.
- They have an impact on the shopping habits of older generations: if they feel that their decision is not right in terms of value for money, they have a tendency to help them find the best path. Companies can easily take advantage of this, as if they target the Z generation, they can also indirectly target the older ones (Y, X, Boomers).
- They are used to the rapid flow of information and its reception, their ability to share attention is especially good, in other words, multitasking is part of their everyday life. This is also expected of service providers, meaning that if something doesn't happen quickly and immediately, they suspect that an error has slipped into the machine.

How to communicate with them?

- In short: on the right platform with the right message.
- They require user-friendly platforms, it is extremely important that these interfaces are up-to-date - as yesterday's news is no longer news - and a responsive look is essential for websites.
- Their media consumption is selective: they watch it and when they want, which is why television is no longer attractive to them, they experience airtime and unsolicited commercials as a constraint. They are hardly affected by the various spots, instead a significant portion of their purchases are driven by the internet, social media and, in close connection, the influencers they consider credible.
- They are also receptive to audiovisual content (short videos, GIFs) and humorous content that resonates with the message. Because they live in a constant flow of information, and as a result of technological means, the concentration time has decreased compared to the 2000s, so we can address them with direct and immediate communication, concise messages and informal messages.
- We formulate product features simply and strikingly, a strong headline can be more effective than extensive texts, as they do not have the time or need to accommodate longer messages.
- Due to the fact that even very young people are at home in digital technology, we have to keep in mind to communicate with them as well. It is important that we gain the trust of prospective consumers and their loyalty to the brand as young as possible.

To communicate successfully with Generation Z members, let's be:

- interactive
- be present in the digital space - especially on social media
- up to date - both in terms of technology and information
- authentic
- environmentally conscious
- complexes

Is it important to treat members of different generations separately?

Yes. It is essential.

One of the golden rules of communication is that not everyone can be addressed at once, we can’t talk to everyone about the same thing, the same way. But you don't have to. By targeting our messages to the right, narrower audiences, a more personal dialogue can be established between our brand and our users. Today, target group-based segmentation has become an unavoidable marketing decision.

For a successful campaign, it is essential to incorporate our knowledge of different age groups into strategy-making and communication. Just as they want to know everything about our brand, so we need to try to get to know them as well as possible.

What do they care about? Where does the information come from? Where and what do they buy? What platform and with whom do they communicate? How do they work?

Generation Z as an employee

As mentioned in the introduction, members of Generation Z are significantly different from previous generations, and this is exponentially true of their appearance and functioning in the labor market. Their needs are different, their methods are different, so as employers we also have to adapt, change attitudes and methods if we want to count on their commitment. To be able to employ them for the long term, we need to effectively integrate the youngest generation of workers. It can also provide security of life and a competitive advantage.

Their behavior and preferences

When choosing a job, they primarily keep in mind creativity and a good work atmosphere, their self-esteem is realistic, they are more likely to compromise to get a job.

To understand their habits and behaviors — whether at work or in their private lives — we need to understand that, because of their age, they have little personal experience of everyday life before the digital age. Most of their interpersonal relationships exist in the online space, yet they do not underestimate the physical encounter, they simply take advantage of the opportunities offered by technology.

They are extremely open to innovation and self-improvement, see the ever-evolving digital world as a huge potential, and as an employer, it is our job to value, use and support their growing capabilities. These knowledge and skills are becoming more and more valuable in parallel with technological innovations, increasing the market value of the employee.

Generation Z members, thanks to living as digital natives, use the latest smart devices at a skill level, learn quickly, and easily share their attention across multiple tasks. However, unlike previous generations, they are less loyal.

Retraining and career change are not experienced as strangers, it is appropriate for them to develop themselves in accordance with the needs of the labor market. At the same time, the work is mostly self-serving, in addition to subsistence, the goal is to increase their own skills and knowledge. Properly managed, as an employer, we can be a trump card in our hands if we support these aspirations and provide them with opportunities for learning and advancement.

In addition to being well managed, they also require diversity, and this age group is most at risk of burnout, which can be risky for both us and us in terms of work.

Corporate Culture

A significant difference between members of Generations Y and Z is that the latter are much more receptive to innovations, especially when they are realized in the digital space. They are easily acclimatized to digital workplaces and all their changes, even taking an educational role towards older colleagues. They like to shape on previously proven systems and workflows, so in addition to optimization, they have the opportunity to experiment and occasionally take risks.

They need personal and constructive feedback, it is also important for them to establish an honest relationship with their leaders, they are motivated and helped by frequent evaluations and, if they are positive, rewards. They love teamwork, and if they have a good relationship with co-workers, they mostly don’t need a regular and long-term home office, they prefer to walk into a community.

Generation Z members have flexible management of working time and workspace, and typically expect this from their employer as well. The classic eight-hour work schedule is perceived as outdated, but at the same time they are more open to work outside of it, ie either on weekends or at night. We shouldn't take advantage of this as a business leader, but we should keep that in mind and manage it in place.

Acquire and Retain

Commonplace, but true: getting a good workforce is not enough, you have to be able to keep it. The key is to provide a personal connection and opportunities for development and fulfillment appropriate to your personality. These can be achieved on the one hand through effective communication and on the other hand by guaranteeing working conditions of the right standard.

Generation Z members are more likely to spend less time on a job change issue and make a decision quickly. If the employee is valuable to us and we want to keep it, we need to take steps to ensure that he or she also decides to stay. Freedom and self-realization motivate them, so if we are able to compromise and build a satisfying personal relationship with them, we can have a good chance of a long-term partnership.

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