The new generation of Americans don’t shop like their parents do. Making up 40% of the US consumer base, Generation Z has $143 billion in their own spending power. They also influence $127 billion of their family’s spending decisions, making them a force to be reckoned with in the economy. If your business doesn’t already have a Gen Z marketing strategy, it needs to make one.
While Gen Z has positive thoughts about several brands, only 36% of Gen Zers say they feel a strong connection to any particular brand. Gen Z buys based on values, not names. Younger consumers want to buy from companies they trust to do the right thing: source sustainably, produce ethically, and incorporate inclusion into every company action. A majority of Gen Zers do want to see more inclusivity in marketing, but it won’t mean much without company wide initiatives and diversity in senior leadership positions. A company’s words need to match their actions.
Once your brand has the right messaging, it needs to reach Gen Z where they are: social media. 49% of Gen Z rely chiefly on social media to get their news, preferring relatively newer platforms like TikTok, Instagram, Snapchat, and YouTube.