Though Gen Z and Millennials are separated by a number of years, their values and worldview align when it comes to social and global issues. Issues like climate change, racism, and gender inequality are issues that both of these generations concern themselves with. They can often be seen standing side by side in the face of adversity and standing for change. More than 55% of Gen Z and Millennials had reported being at a recent #BLM protest or vigil, according to a recent study. Gen Z and Millennials believe they should not be standing alone in this fight for change. They believe their favorite brands should be showing their support for these issues and they are willing to vote with their dollar and abandon brands that are not willing to fight for change.
A subtle approach is a way to go for marketing when Gen Z and Millennials are the targets. Your brand needs to show it is authentic and not profit-focused. Gen Z and Millennials make up 50% of the world’s population so having their support behind your brand is crucial for your brand’s viability. Here are a few tips on how your brand can be more appealing to this vital demographic.
Be Present, Yet Careful, on Social Media
For social media marketers, Twitter, Instagram, and TikTok are challenging territory. Advertisements for these social media platforms need to be subtle, yet exciting and relatable as to make a voice for your brand without ruining the consumer experience on the app.
Entertain or Inform
Millennials grew into young adults with social media and Gen Z has been a part of social media from the time they were born. They hold a certain immunity when it comes to traditional advertising methods. This demographic will often use AD blockers however the few that do not utilize this tool have the ability to numbingly scroll through ADs without batting an eye. The key to reaching this demographic is to craft your AD less like marketing and more like informative or entertaining posts. If you use the right design elements and design tools for your message this will help subtract the creative hassle from your marketing initiatives.
Craft Authentic Messages
Take away the glossy advertisements and bold claims, Gen Z is a lot more subtle and is not easily swayed by these tactics. This demographic can ignore flashy Ads just like how they can sniff out fake attempts to be LGBTQ supportive during annual events like Pride. Recently, the COVID-19 pandemic has massively influenced Gen Z. Due to this, Gen Z is more likely to support the smaller brands they have an emotional connection with versus large corporations. Small businesses tend to have a greater appeal to Gen Z and millennials.
Cultivate Your E-commerce Presence
The borders between socializing, entertainment, and e-commerce have been blurred in the eyes of Gen Z and Millennials. Your message needs to become seamless with the content young consumers view online. Each social media platform sets its own tone.