Differences between Millenials and GenZ.

Just when many companies are finally starting to understand millennials, a new generation is starting to emerge. Generation Z, people who were born from 1995 onwards, is making its presence known as people from this generation are starting to enter the workforce and earning their own income.

Marketers and market researchers still have a lot of work to do to deepen their understanding of this generation, but in this article i will give some info that paint a picture of the Gen Z landscape.

Millenials (which are people born between 1981 and 1996) and Gen Z have several screens and platforms at their disposal, quickly adopt new technologies and are abandoning conventional media.

Some notable stats about the Generation Z characteristics:

On average, Gen Z uses their smartphones 15.4 hours per week, more than any other type of device.

Gen Z consume 13.2 hours of TV content per week, significantly less than boomers and Gen X.

What about social Media?

Gen Z tend to prefer video content, in fact platform like youtube and instagram are increasing their time share.

Although we need to consider another social network: TikTok.

Tik tok is a social network where users can create short videos of 15 to 60 seconds. It has had an astonishing growth with approximately 524 millions users in 2018.

Most of its users are young, with 41% aged between 16 and 24. This is the place where companies need to look for if they want to connect with GenZ.

After this introduction i would like to give some tips for constructing new and better marketing campaings.

We need to start by saying that Traditional marketing doesn’t work for Gen Z. Marketers need to find new ways of storytelling, VIdeos, especially short ones, work particularly well with young customers.

Specifically Mobile marketing should be the primary platform. Website and campaign needs ti be mobile friendly.

1. Produce a Video, even something small. Especially on Mobile.

2. Your pitch should be brief and to the point (Gen Z has an attention span of 8 seconds).

3. Develop unique products and campaing, provide visual depth (Gen Z shuns conformity and tradition, they like storytelling and visual displays).

4. Don’t be too local, go global (gen z has global aspirations, and draws inspirations all over the world).

5. Promote a positive message. Ideally your product can make the world a better place. (60% of Gen Z people want to change the world, compared with 39% of millenials).

In conclusion, it is fundamental for companies to have a deeper understanding of Gen Z clients since they are growing in numbers (nearly 74 millions only the US), they will be potential clients with a spending power of 200 billions dollars.

Federico Macalli

Sitography:

Crystal Jepsen: https://bit.ly/2U3THPP (July 16, 2019)

Matt Kleinschmit: https://www.visioncritical.com/blog/generation-z-infographics (October 07, 2019)

https://influencermarketinghub.com/tiktok-statistics/ (October 09, 2019)

Giuditta Mosca: https://www.wired.it/attualita/media/2018/03/02/chi-sono-millennial/?refresh_ce= (March 02, 2018)