Who Is Generation Z? What Marketing Leaders Need To Know To Build Their Brand With This New Generation
Posted by Tracy Stokes on February 12, 2013
Like many marketing leaders out there, you are probably still coming to grips with understanding and working with Millennials — the 20-somethings being courted by media and marketing alike. But now there’s a whole new generation to understand: Generation Z. Who are they? Why should you care about them? And how can you build your brand with them? Here’s what we know.
- Practice participation, not persuasion. Gen Z grew up with two-way brand conversations, so a traditional one-way sell just won’t work. Invite them to participate in your brand through new and fresh experiences that earn their trust. For example, Coca-Cola tapped into Kinect technology to create a dancing vending machine that challenges young consumers in South Korea to copy the dance moves of boy band 2PM.
- Deliver a consistent brand experience online and offline. Gen Zers see no distinction between the real and virtual worlds. For them, they are one and the same. So your experience of your brand must provide them with the same seamless experience.