Marketing to Generation Z: A Whole New Ballgame

If you’ve been in business for any length of time, you’ve undoubtedly seen or read a ton of advice about how to market your products and services to Millennials. The demographic group born between 1981 and 1996 has been the heart of the economy for quite some time.

Times are changing, though. The next generation of consumers is rising fast, and they respond to advertising messages differently than their predecessors. Their approach to your brand, and to the promotional products you use to reach them are unique. Here’s what you need to know to successfully market to this new generation.

Who Is Generation Z?

Gen Z, also known as Zoomers, refers to people born between 1997 and 2012. They’re smart, progressive, and pragmatic. They’re the first generation of true digital natives, and the most racially and ethnically diverse demographic group in U.S. history so far.

Together, Zoomers and Millennials account for nearly 45 percent of the population, just about evenly divided between the two of them. While they have some traits in common, the Gen Z worldview is distinctly unique. Fail to market to them and you’re likely to miss out on a $12 trillion economic force.

Zoomer Values 

Authenticity

Generation Z values authenticity above all. They’re experts at decoding the marketing-speak they’ve been exposed to all their lives, and they emphatically reject the traditional “Buy Now!” approach. They want to see brands operate with transparency, and companies that walk the walk. They expect brands to support their communities, not just talk about it.

Sustainability 

Environmental awareness is a natural part of Gen Z values. If you say your brand is dedicated to sustainable development and products, you’d better be ready to prove it with actions and commitment.

For example, if you want to use custom apparel to promote your brand, you need to focus on best practices such as recycled materials,  lower-impact textiles, non-artificial dyes and clean air and water standards for production.

With other products, reusable items are best. Think water bottles and insulated tumblers that can replace plastic bottles and Styrofoam coffee cups. Think tote bags that can replace paper or plastic grocery bags. Think reusable straws – which you can combine with the tumblers. And don’t forget engagement.

Engagement

Zoomers aren’t looking to be “sold to” by traditional methods. They value a two-way conversation between them and the brands that want to sell to them. Once again, it’s a matter of authenticity. Your brand’s willingness to meet them where they are shows you value them.

Where They Are

Remember, Generation Z members have been online virtually since the day they were born. They’re fluent in TikTok, YouTube, and Instagram. That’s where you want to connect with them.

How you connect is crucial too. They live in a visual-first world. They give you very little time – seconds – to connect. Video, memes, YouTube shorts and Reels are what you need to reach them. More than just a little bit of text will fall by the wayside as TL;DR (too long, didn’t read).

Again, look for ways to engage. You want to create a conversation, with both customers and brands taking part.

One great way to do this with user-generated content. Gen Z-ers prefer real, honest input, not slick, polished productions. Give them an opportunity to post videos of them using your products. Sponsor contests, forums and ways for them to show you what your brand means to them. And be sure to allow and respond to comments on your social media posts.

Promo Products for Generation Z

When you’re looking for promo products that will resonate with Zoomers, consider those we’ve already mentioned – tumblers, mugs, tote bags. Focus on reusability, sustainability and versatility.

A powerful way to reach Gen Z is with tech accessories. With their heavy use of smartphones and watches, tablets and other devices, they’ll appreciate items that make using those devices easier or more convenient. Phone and tablet cases are a good start. If you can include wireless charging through the case, even better. Earbuds and cases are an excellent choice as well.

Rechargeable power blocks are an outstanding choice. No one wants to be caught out at the club, on the train or in the airport with a phone about to die. Literal power to the people is always a winning move.

Influencers Live Up to their Title

Part of Generation Z’s quest for authenticity revolves around their peers. They look for influencers whom they can trust. When a respected influencer reviews a product or service, that gives it extra weight with Zoomers.

If you can get your product into the hands of influencers, it can reach a far greater audience. An unboxing and positive review can give you tremendous reach. Consider providing promotional products to the influencers too. If it’s something they like and use frequently, that’s even more exposure for your brand.

Authenticity Matters Most!

Never forget the bottom line for Generation Z. Authenticity is everything. If you’re just paying lip service to their issues and concerns, good luck selling them anything. They can spot a cynical pitch in a heartbeat. Align your goals with improving your community, supporting important issues and honest interaction and you’ll do well.

Reaching Multiple Generations

Marketing to each generation, from Boomers to Gen Z, requires different strategies and different promotional products. An approach that sells to Gen X might not work with Millennials, and vice versa. It’s important to not lose sight of the fact that there are specific ways to successfully reach all of them. It just requires flexibility and an understanding of the differences in attitudes, values and beliefs of each demographic group.

At TJM Promos, we’ve been providing custom products and advice about the most efficient way to use them for more than 20 years. We don’t claim to have all the answers, but we do have a pretty good idea of what it takes to respectfully market to each generation. If you’d like to find out more about how we can help boost your brand with Generation Z and other potential customers, call us toll free at (800) 423-0449, or email us today. We want to be your trusted partner in all your marketing endeavors.