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Generation Z includes anyone born between 1995 and 2012 and makes up a quarter of the U.S. population. As digital natives, Gen Z has grown up scrolling, and with 24/7 access to online resources, they are fast becoming the most well-educated and self-reliant generation yet.
Eight seconds is the estimated attention span of a Gen Z, but this doesn’t mean they aren’t analyzing at a meaningful level. Instead, this hypercognitive generation can use their digital filters to quickly access whether a brand, product, or TikTok reel is worth viewing further. What does Gen Z want from brands? With their early exposure to brands digitally, this means that marketing to gen Z in 2021 and beyond needs to be strategic, relevant, authentic, and engaging.
Considering by 2025 it is estimated that 29% of the U.S population will be Gen Zers, it’s crucial to understand Generation Z consumer behavior to gain this demographic’s trust. This generation is more ethically conscious and ethnically diverse than previous generations. They look to brands that ensure sustainable sourcing, production, and labor. They prefer content that has real people, real sizes, and mixed cultures.
Authenticity and community-orientated attributes are important to Gen Z, with 85% of the generation using social media to learn about brands and products. Is it too late to become an influencer as a brand on platforms such as TikTok? Certainly not. Marketers need to be at the forefront of emerging trends if they want their brands to capture the attention of Gen Zers.
Below are 15 essential gen z stats marketers should know in order to win their trust in 2021. Understanding this generation’s influence in the consumer market and implementing a marketing strategy with them in mind is vital to converting Gen Z into loyal customers.
Now you have seen some of the significant statistics that reveal just how much the Gen Z consumer will influence the future of marketing, let’s highlight some key tips for Gen Z marketing:
It is a misconception that the short attention span of Generation Z means they are not making pragmatic, meaningful decisions. This generation has lived a life of hybrid-connectivity between the physical and virtual worlds. They can identify authenticity, navigate platforms, and source information faster and more accurately than any other generation. Their moral compass embedded in them from previous generations, along with their interest in the future of the environment and equality for all people proposes they lean into brands that align with their values. Do you have any interesting Gen Z observations? Let us know in the comments below.
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