How To Attract the Most Digital-Savvy Consumers - Gen Z?

By: Xitlally Velasco

Gen Z seems to be a buzzword in news, marketing, and public relations campaigns - but who are they? And why do we care? Well, Gen Z, born between the mid-1990s and early 2010s, is the most digitally native generation to date. With an estimated 65 million individuals in the U.S. alone, Gen Z represents a significant and growing consumer market. Marketers need to understand their unique values and preferences to attract this demographic.

Gen Z consumers are known for their interest in social causes, technology, and entrepreneurship. So, we decided to break out five ways your business could attract these young consumers:

1. Socially responsible products or initiatives.

Gen Z is passionate about social justice and environmental causes. Brands that support social causes, such as sustainable production, gender equality, or animal welfare, are likely to attract Gen Z consumers. One example of a favorite brand is Fenty Beauty make-up by Rihanna. It’s known for its inclusive range of shades, representing diverse models, and being a cruelty-free brand. Brands that take a stand on important issues and showcase their values are more likely to resonate with Gen Z.

“The approval of the Willow Project was a sole decision of the wealthy where, in the end, the working class has to make sacrifices, promote change, and who are being encouraged to do so by the very people who massively contribute to the decline of our environment in significant amounts.” Katherine Kadaw, 18, Omaha

Founder of Fenty Beauty, Rihanna, shows off the company’s extensive range of skin tones for their makeup.

Photo courtesy of Getty Images

2. Interactive and personalized experiences.

Gen Z has grown up to be highly tech-savvy, and they expect personalized and interactive experiences from brands. For example, a fitness brand could offer personalized workout plans based on the individual's fitness goals and interests. Nike offers customized challenges through its Nike Training Club app and even has workout videos on Netflix. Additionally, brands that provide virtual reality experiences or that use gamification to make their products more engaging are likely to attract Gen Z.

The Nike Training Club app allows users to take charge of their fitness journey with several features and guides to help them choose their perfect plan.

Photo courtesy of Nike Training Club

3. User-generated content.

Gen Z consumers are more likely to trust and engage with content created by their peers rather than traditional advertising. Brands can leverage this by encouraging user-generated content (UGC) and showcasing it on their social media channels or website. For example, Airbnb, a platform for renting accommodations, uses UGC in its marketing by showing off user-submitted photos of unique and exciting listings like a pink Victorian Barbie-themed mansion in Wisconsin (yes, it exists!). 

Who wouldn’t want to spend a few nights here with a couple of friends?

Photo courtesy of Airbnb

4. Influencer partnerships.

Similar to UGC, influencer marketing is a popular way to reach Gen Z consumers, who are more likely to trust the opinions of social media influencers than traditional advertising. Brands can partner with influencers who align with their values and target audience to promote their products or services. Companies also give influencers promo codes to provide to their followers.

PR packages are sent to many influencers to have them share their thoughts and opinions about a brand’s products to their followers.

Photo courtesy of The Fun Money Club

5. Convenience and flexibility.

Gen Z is known for its busy and on-the-go lifestyles. Brands that offer convenience and flexibility, such as mobile apps or online services that can be accessed from anywhere, are likely to appeal to Gen Z consumers who prioritize comfort and efficiency. For example, Uber Eats, DoorDash, Uber, and Amazon are heavily used among this demographic. 

“Convenient apps save me time and energy that I can use for other important things. Additionally, the apps have developed ways to make suggestions that I would like and new things for me to try.” Luis Cardenas, 21, Omaha, Student

Xitlally Velasco is a University of Nebraska at Omaha journalism student with a concentration in public relations and advertising and a minor in Psychology. Velasco is the Digital Content Curator at Lozafina Marketing and Public Relations. Send your tips and story ideas to office@lozafina.com