With the oldest members of Generation Z being born in the mid-late nineties, they’re a generation every business should pay attention to – even if you’re a Gen Z entrepreneur yourself! According to Statistics Canada, Gen Z has overtaken Gen X in terms of generational size.
As the younger members grow out of teenagehood and start getting jobs and money of their own, Gen Z will make up a large proportion of potential customers. As digital natives, they have their own preferences and habits that are worth understanding.
So, how do you market to Gen Z consumers effectively?
Email marketing program Campaign Monitor recently released a Gen Z Consumer Trends Index Report. It’s focused on American members of the generation, but there are similarities that Canadian business owners should know. For example:
- More than half of Gen Z consumers made an in-app, mobile purchase in the past year
- 84% of Gen Z consumers prefer authenticity and businesses that understand their specific needs
- 70% of Gen Z takes data privacy very seriously
- Interestingly, 74% of Gen Z are willing to share surface-level information about themselves (such as their hobbies) for better service
- Just over half of Gen Z consumers participate in loyalty programs
To us, this data suggests Gen Z consumers respond best to marketing that feels tailored to them, making an authentic connection rather than making them feel like just a number. Help them feel like part of a rewarding community that deserves their loyalty. And, of course, mobile-friendly marketing options should be high on the priority list!
Check out the report here – how can you tweak your business’ marketing to engage the growing Generation Z demographic?