Just when marketers and small businesses have figured out how to market to millennials, a new demographic comes along. Gen Z is the newest generation of consumers, and they already represent an estimated $300 billion in buying power.
Gen Z is known for being digitally attuned and culturally diverse, with a strong desire to find and create meaning. Gen Zers have a distinct identity and preferences. You can’t talk to them the same way you would talk to millennials – you’ll need different marketing plans and strategies for each generation.
Surprisingly, data indicates that despite their near-constant access to technology, Gen Zers responds well to print media and other offline marketing tactics. This article will explore Gen Z’s buying preferences and how businesses can use print media to attract these consumers.
Generation Z is loosely defined as anyone born between 1997 and 2012. Most of these people are currently in high school and college, but by 2025, Gen Z is expected to account for 27% of the workforce, according to the World Economic Forum.
Their upbringing was guided by the Great Recession, low unemployment rates, attentive parenting, and lifelong access to the internet and smartphone technology. These influences have shaped their principles and how they make buying decisions.
For instance, since Gen Z was born into an era of technology, they expect their tech to work correctly and are disappointed when it doesn’t. They’re used to being treated with respect and will abandon companies that don’t meet their standards.
Gen Z doesn’t have the same sense of brand loyalty that millennials have, so they’re unlikely to give companies a second chance. For that reason, you should use Gen Z’s high standards as a barometer for the quality you deliver in your business.
Traditional marketing doesn’t work on Gen Z like previous generations. Gen Z has a much wider variety of content to choose from, and they have slightly shorter attention spans.
Let’s look at a few reasons why print media may be an effective way to market to Gen Z:
No matter how many technological advancements we see in our lifetime, print media will likely continue to have a place in marketing, even if you combine print and digital marketing strategies. Though messaging and design will continue to evolve, the fundamentals of physical media will remain the same.
Here are a few ways to use print media to appeal to Gen Z:
Nicholas Brown contributed to the reporting and writing in this article.