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Did you just figure out how to appeal to Millennials? Finally, understand their “lazy” and “crazy” ways? Well, congratulations, but now it is time to move on to discovering the new age of consumers: Generation Z.
Shoppers who are born after 1998, including myself, comprise this new generation of consumers called Gen Zers and research indicates that by 2020 they will become the largest generation of consumers.
Many studies have found that what most people traditionally believed about Gen Z’s shopping habits, has been wrong. While physical store and shopping mall declines were the talk of the past couple of years, Gen Zers prefer shopping in-person rather than online. While Gen Zers purchase the majority of our items in stores, we research and discover our future purchases online.
After noticing an engaging advertisement on YouTube, Facebook, or one of the many other social media platforms Gen Zers engage with, we proceed to research that item and begin our buyer’s journey.
74% of Gen Zers spend 5 or more hours online every day, so it’s no surprise that during these 5 hours we observe many targeted advertisements. Additionally, 46% of Gen Z consumers in the U.S. complete research on their mobile device before purchasing an item in store.
We do not limit our research to strictly prices and quality, but many also post online, using social media platforms, to ask our peers what their thoughts are on buying the new item. One of the biggest things Gen Z peers will use to decide whether or not to tell their friend to make a purchase is if the product or service has a story.
In the words of Michael Solomon "If brands have an interesting backstory, tell that story and tell it often.” Gen Zers concern themselves with companies’ political beliefs, donations, environmental friendliness, and culture. They want to buy from companies that have unique and thoughtful stories that align with their values.
We Gen Zers would prefer to see an advertisement that connects us with a local store and uses local lingo than a message that comes across as a big and impersonal corporation. Quick tip for national brands: your advertisements should have the physical address and website address of the closest store to the customer.
My company, Netsertive, localizes national brand messages and digital advertising to create this connection that Gen Zers crave. We are seeing more and more national brands figure out how to localize their messages to their respective retail locations.
With the world at their fingertips from a young age, Gen Zers are able to hear opinions from every side of the market and analyze them to decide whether or not to purchase. It is more important than ever to combine a smart and effective digital marketing strategy with an omnichannel presence.
While Gen Z is patient when it comes to researching and traveling to stores for purchases, they are very impatient when it comes to digital platforms. A recent study by Forbes concludes that as many as 60% of Gen Z consumers will not utilize websites that are difficult to navigate or take too much time to load. On top of that, the majority of Gen Z will hang up the phone if it is not answered in less than 45 seconds.
Our lifelong ability to access information quickly and efficiently causes us to become impatient when confronted with obstacles in our buyer’s journey. Ultimately, the three things that Gen Zers want in their buyer’s journey are: clear messaging and information online; quick and easy access to products and stores; and sense of authenticity and personal connection.
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Statistics Provided By:

Millennial Marketing
http://www.millennialmarketing.com/re...

Khoros
https://khoros.com/blog/5-stats-gener...

Precision Dialogue
https://www.precisiondialogue.com/gen...

Ryan Jenkins
https://blog.ryan-jenkins.com/underst...

RetailDive
https://www.retaildive.com/news/study...

Forbes
https://www.forbes.com/sites/ibm/2017...

The Atlantic
https://www.theatlantic.com/business/...

Marketing Land
https://marketingland.com/gen-z-shopp...

Mackenzie Newnam: Netsertive