This is a guest post from Life Size PR Trainee Helene Lamprecht.
Generation Z (Gen Z), which refers to all those born after 1995, is dominating and reforming the global economic landscape. Currently, they make up the largest group of consumers worldwide. If you want to attract their attention, then you need to know how to communicate with them.
Before diving into detail with actions you can take to successfully engage with Gen Z, let’s look at who exactly it is that you want to communicate with.
Gen Z was born into an already digital world that becomes more globally connected each day. They grew up with high-speed internet and electronic devices, making them familiar with mobile from an early age. Being so tech-savvy means that Gen Z demands the highest quality digital experience and expect any business to have an online presence.
Short Attention Span
All Gen Z has known is a hectic world full of stimuli, so they are accustomed to filtering information – anything that does not immediately stand out is unlikely to catch their attention. As they are used to absorbing as much information as possible in a short amount of time, the content they consume has to be clear and straight to the point.
Environmental and Social Awareness
On average, Gen Z is quite wealthy compared to previous generations, with their desires going beyond meeting their basic needs. They aim for self-actualisation and are determined to achieve their full potential. In this context, a fulfilling job and pleasant working climate are of high priority to them.
They also strive for social parity and are passionate about the environment. The Fridays for Future demonstrations are just one impressive example of the commitment Gen Z is showing. Gen Z also fights for equality and demands diversity and non-discrimination, not only in society but across all forms of communication.
Once you understand what Gen Z is looking for, it’s time to adjust your communications accordingly. Here are four main actions you should implement:
1. Make it digital, mobile and an experience
Show that you are a modern company that cares about the environment by providing links instead of flyers. Keep your website up to date, and ensure that all your content is optimised for mobile devices. Additionally, try to make the content you produce more than just text. Think of how you can transform your website into a web experience – keeping it clear and straightforward yet exciting and diverse at the same time.
2. Communicate frequently and visually
Gen Z uses social media almost constantly; therefore, you must share social media content regularly. If you stop, you will appear inactive, so always think of interesting and engaging content to share. Set up editorial plans for social media and stick to them. Make sure to make your content easy to understand, and remember to actively engage with your audience.
3. Talk to them personally
Gen Z knows the internet better than any other generation. Do not try to fool them: they demand authentic and personal relationships. Gen Z relates to genuine voices, especially those they are already familiar with, such as real-life friends or influencers they share passions with. Be cautious with the latter, however. Ensure any influencers you use represent your values and are interested in a mutually beneficial collaboration, rather than one-sided in their favour.
4. Give them something to identify with
Make sure to communicate your beliefs and values. Gen Z has been involved in social activism since a young age, and they will consider a company’s value more than any generation before them. Find easy words to make them understand what you do and how this can help people or the environment. If you get them to understand you and support your vision, they will be more inclined to share it. Be prepared to equip them with the right facts and messages and let them promote your company for you. For example, you could provide them with material for convincing Instagram Stories or informative YouTube videos.
If you want to engage with Gen Z, you need to think about your purpose first because this is what matters to them the most. Try to build on this and adjust your communications by making sure they are digital, mobile, authentic and personal.