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How to Speak to Generation Z in 2022

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01/04/2022 | Share:

Until now, Millennials (those born between 1981 and 1997) were the changemakers of the 21st century, with lots of marks made in history. However, now is the time for a new generation of workers – Generation Z, and with them comes a fresh new talent and a new way of working.

So, Who is Generation Z?

Also known as Centennials, Zoomers, iGen, and Gen Z, Generation Z are people born between 1997 and 2012. According to statistics, 50% of Generation Z are using the internet every day, which is more than any other age group.

Gen-Z has been raised with social media and the internet. They make up over a third of the world’s population, and they’re mostly either in, entering, or about to enter the workforce.

Why is Generation Z Important for Your Company?

By 2030, it is predicted that Generation Z workers will account for 30% of the world’s workforce. The workforce makes up a considerable proportion of a company’s consumers. While you may know what marketing efforts are working for your current client base, do you know how to communicate with this newly emerging group? If not, read on!

6 Ways to Speak to Generation Z Consumers

Most of Gen Z use the internet, and 98% of them own a smartphone which they use for more than four hours each day. This matters to eCommerce owners, as 97% of them are using the internet for shopping inspiration.
To get ahead with your eCommerce store, as time moves on, it is essential to be able to speak to Generation Z consumers. Below we have identified the best six ways to do this.

Offer Convenience

Gen-Z is the first generation to grow up with internet and smartphone technology – they don’t have any experience of a time without it, and so their expectations are high. Convenience is essential.
E-commerce owners can’t afford to neglect the performance of their sites; this matters more to this generation than the actual content, which could be relevant and engaging, but if Gen-Z has to wait for it to load, 60% of them won’t, and will simply move on.
Speed is of the essence. Gen Z is a generation of impulse shoppers who expect a swift and easy transaction, with the latest styles and fashion accessible to them immediately.
Some of this generation’s most popular fashion brands are adept at speaking to this age group and meeting their needs. Their success stems from business models centred entirely around speedy production and fast delivery of the latest designs. In addition, their websites provide a hugely convenient experience, with very few clicks and even less thought needed.

They Expect Innovation

In today’s world, innovation happens at warp speed. It seems that as soon as the latest and greatest hits the market, something bigger and better comes along to take its place. And this is something Gen-Z takes as typical – they know nothing else.
The most successful companies can find a way to innovate and stay ahead of the curve, and there is no reason you can’t do the same.
Generation Z has criteria for brand innovation, and although this can vary somewhat depending on the industry, generally, they expect:

  • A brand to be continuously evolving
  • A brand to adopt the latest technology
  • Products to be more accessible
  • The lives of consumers to be made easier
  • Brands to enrich the lives of their consumers

Gen-Z is as interested as Millennials in practical utility, but they also expect emotional enrichment from their products and services. If you focus on expanding access to products and on consumer happiness, then this is a great starting point for gaining the interest of a Generation Z consumer.

They’re Conscious of the Environment

A couple of statistics to show where Generation Z are:

  • 60% of Gen-Z want a job that will impact the world
  • 76% of Gen-Z are worried about the planet

This generation truly recognises that there is no planet B, and they’re interested in retailers that take steps to tackle climate and environmental issues. An effective way to attract a Gen-Z client base is through sustainable actions. Remember, this tech-savvy generation will need more than a label to prove a brand’s ethos, so never claim to be anything you’re not.
Environmentally friendly matters more to Gen-Z than price. Most would be willing to switch to a brand that matches their values regarding sustainability, even if this means paying more for a product.

Show Honesty, Transparency, and Credibility

Generation Z has no qualms about doing their research. They’re thorough at it, thinking nothing of diving deep into a brand’s website, history, staff members, social media accounts, and standing on review websites. If you have a skeleton, you can bet they’ll find it! So, it is essential to be honest, transparent, and credible.

Nobody is expecting perfect; this isn’t authentic. Mistakes happen, but being honest and upfront about them is actually an effective and organic way to create more sales and repeat business from Gen-Z consumers.

It takes guts to not dance or sugarcoat around an issue with consumers, and they not only know this, but they respect it. If you own up to any previous issues, whether it be late orders or incorrect orders, and back this with an explanation (not excuse), this shows that your store is built with integrity.
A blend of taking responsibility and trying to fix an issue goes a long way to keeping Gen-Z customers happy.

Work Through Influencers

Generation Z is entirely on board with today’s influencers, with 50% of them saying they trust the recommendations of someone they follow. Conversely, the most effective influences a brand can use for advertising are the smaller, less-known ones with a smaller fan base. And this is because their reach is much more condensed and, therefore, profitable.
A micro-influencer has less than 20,000, compared to the megastar influencers who have 20million plus. Micro-influencers can really engage with this audience, have genuine interaction with them, and be responsive to their viewers. Whereas mega online stars rarely respond.
Micro-influencers are also more likely to want to build a mutually beneficial relationship with a brand – they need new content and payments, much more than someone who is raking in a substantial salary from their social media posts.

Offer Seamless Omnichannel Experiences

Generation Z expects great service, on every device, at every time of day – it may be a lot to ask of a small company, but there are ways around this. Instead of only offering support via one email address on an eCommerce website, you could branch out to providing assistance through social media instant messaging apps and a live chat option.

It doesn’t always have to be manned, but it is important to have it available.

By adopting an omnichannel approach, you open the doors to great benefits, such as:

  • Greater reach.
  • Increased profits.
  • Boosted customer satisfaction.

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