Targeting Gen Z Presents A Very Different Marketing Challenge

Gen Z is that wave of kids now entering their twenties. Gen Z has money to spend (about $44 million), but marketers need to know that they are very different from their parents and other generation Xers. They are heavily involved in private messaging and short-term networks rather than mainstream media. Most important: they “are characterized by their entrepreneurial drive” and place great value on education. They grew up during the recession so they tend to be more mature, financially aware and future focused. Marketers need to provide engaging and beneficial experiences. Brands need to embrace niche trends and communication technologies. Messages should be simple and visual. And because Gen Z is more entrepreneurial, brands should invite participation and present opportunities to build expertise in a career or vocation.