?? Welcome to a new era with Gen Z, a digitally savvy and purpose-driven generation, shaping various sectors with their unique communication style and strong values. Navigating the realms of business, education, and marketing, and developing effective strategies in these domains, demands a thorough understanding of this generation. Join us in a conversation with
Vince Bertram, Ed.D.
, an innovator and bestselling author, as we explore the nuances and influences that define Gen Z, aiming to shape our interactions and strategies with this influential generation in a meaningful way.
Key Insights from Vince Bertram:
- Defining Moments: ?? For Gen Z, it was COVID, the pandemic. We need to pay particular attention to what changed during COVID for Gen Z.
- Communication Style: ?? Gen Z, often called digital natives, typically communicate using texts and emojis, even using them to express complete thoughts. They spend 6-7 hours a day on their devices, often on platforms like TikTok and YouTube, absorbing information through short videos. It's crucial for businesses to recognize and adapt to this digital-first method of communication and information sharing.
- Expectations and Values: ?? Gen Z has expectations. They want purpose and are interested in why people and companies do what they do. They also want flexibility, which comes directly from COVID experiences of learning and working from home.
- Education Perspective: ?? Gen Z is thinking differently about going to college compared to older generations. Instead of just following the usual path, they want to learn practical, real-world skills early on. They aim to make smart choices about their careers even while they're still in high school.
- Loyalty and Work Ethic: ?? Gen Z really cares about their jobs and is worried about their future. Some people think Gen Z doesn’t stay loyal to their jobs, but it’s because they’ve seen companies care more about profits than people. They want jobs that are safe, stable, and match their own values and goals.
- Consumer Behavior: ??? Gen Z is also frugal and savers. One of their favorite brands is Goodwill. They love to shop at places where brand names and high-cost items are much less interesting than off brands and cheaper items.
- Influence and Information Consumption: ?? The top five influencers on TikTok have almost 600 million followers, which is almost two times the US population.
- Purpose and Relevance: ?? Gen Z wants to know why companies do what they do. They look for businesses that have a clear purpose and show real value. It's not just about selling things to them; it's about sharing a story that they find meaningful and honest. So, companies need to talk to Gen Z in a way that is straightforward and true, making sure their actions match their words.
- Genuine Storytelling: ?? It’s all about storytelling. I say this ceaselessly, but it must be genuine. We can tell the story, but we need to hit these key elements that are really important to the people we’re trying to recruit as potential employees or customers.
- Crucial Aspects for Marketing to Gen Z: ?? To effectively cater to Gen Z, businesses must prioritize their purpose, ensure customer satisfaction, and remain accessible and available for their customers. Storytelling, especially when it is genuine and transparent, is pivotal. Treating Gen Z with respect and equity, and articulating your story with sincerity and clarity, holds immense power in connecting with this generation.
For a comprehensive understanding and to explore more about Gen Z, technology, and Vince’s new startup venture, delve into the full article on our blog.
