How brands need to market to different generations is constantly evolving.
Gen Z and Millennials represent two distinct groups with different values, priorities, and preferences when it comes to purchasing decisions.
Here are 8 areas consumer product brands should consider when marketing to them:
1. Authenticity and transparency:
According to a survey by Edelman, 77% of Gen Z and 71% of Millennials expect brands to be transparent about their products and practices. In order to earn their trust and loyalty, it's important for brands to be open and honest about what goes into their products and how they operate.
According to a survey by Epsilon, Gen Z consumers are more likely to be more influenced by personalized marketing messages than Millennials. This generation values authenticity and individuality, so it's important for brands to tailor their marketing efforts to the specific interests and needs of this audience.
3. Social media:
Gen Z and Millennials are both heavily active on social media, but the platforms they use differ slightly. Gen Z tends to favor more visual platforms like Instagram and TikTok, while Millennials tend to use Facebook (although declining) and LinkedIn more frequently. Brands should tailor their social media marketing strategies to these different platforms to effectively reach both generations.
4. Influencer marketing:
According to a survey by Bloglovin, 85% of Gen Z and 69% of Millennials report being influenced by social media influencers when making purchasing decisions. but the types of influencers they follow can vary. Gen Z tends to be more attracted to micro-influencers with a smaller, but more engaged following, while Millennials are more likely to follow more established influencers with a larger following. Brands should consider the types of influencers that will best resonate with each generation when crafting their influencer marketing strategies. (Learn more on how to optimize Influencer ROI)
Picture source: Anna Nekrashevich
Sustainability is a key issue for both Gen Z and Millennials, but they differ slightly in the types of actions they take to support it. Gen Z values sustainable products and eco-friendly behaviors, while Millennials support sustainable brands through purchasing decisions. Brands should align with each generation's sustainability values in marketing efforts.
Both Gen Z and Millennials are heavily reliant on their smartphones, but the way they use them can differ. Gen Z tends to be more likely to use their phones for messaging and social media, while Millennials tend to use them for more practical tasks like banking and shopping. Brands should consider the mobile habits of each generation when developing their mobile marketing strategies.
7. Immersive and interactive experiences:
Both Gen Z and Millennials value experiences over material possessions, and are more likely to engage with brands that offer unique and interactive experiences. Consider hosting events or creating interactive content that allows these generations to engage with the brand on a deeper level.
8. Sense of community:
Both Gen Z and Millennials place a high value on community and connection. Brands that create a sense of belonging and offer opportunities for their customers to connect with each other are more likely to build a loyal following among these generations. Consider hosting online forums or creating social media groups for customers to connect with each other and the brand.
Having a strong understanding of your target audiences’ preferences and expectations is critical to marketing to them in ways that will resonate. By doing this well, brands can not only increase customer satisfaction, but also drive sales and loyalty with these growing cohorts.