Generation Z: how are they?
To know how to promote business in Russia, it is indispensable to understand target audience.
The audience of brands has long been millennials. But today they are joined by a new generation – generation Z. These people have different views of life, values and opinions about purchasing.
Who are they?
This group includes those who were born after 1995. They grew up with the devices, apps, and social networks we use today. They don’t know how to live without Internet. They communicate, learn information, make purchases mainly through the network.
Their purchasing power is 44 billion dollars. This makes this generation an important target for brands.
Features of centenials:
- 1. They don’t recognize the traditional career path. They do not believe in the reliability of employment, value entrepreneurial qualities, and develop them in themselves. They change the systems accepted in society, launch startups.
- 2. They prefer companies with an ideology and values. Brands that fight for the environment, stand on the side of feminism, and solve the problems of third world countries command respect. To interest generation Z, you need to act: support the poor, donate to charity.
- 3. They have clip thinking, reduced concentration of attention. Brands have less and less time to interest centenials. Short, succinct texts with emoticons are better perceived. But if the topic will be of particular interest, overpower and longed.
- 4. They build communications in networks. They study brand reviews and place orders in social networks. Not loyal to one company to make contact with them, it is necessary to conduct meaningful dialogue, to organize competitions, flash mobs.
- 5. They do not communicate much in real life, it is easier for them to write a message than to call.
What should marketers know about them?
According to Millvrad Brown, less than 25% of generation Z people perceive advertising positively. Although they are more loyal than other age groups to watching rewarded videos and skipping prerolls (41% and 15% positive ratings, respectively), aggressive forms of marketing cause a very negative reaction (-36% and -42% for non-skipped prerolls and pop-UPS).
To make a decision about buying, they do not turn to advertising, but to YouTube stars, popular bloggers, and other social media influencers. They are not looking for individuals with a large number of subscribers. For them, the sincerity, openness and friendliness of authoritative people are important.
According to a report by Sparks & Honey, generation Z has an average attention span of eight seconds. For comparison, Millennials ‘ attention is focused on an object for an average of 12 seconds. This makes generation Z one of the most difficult groups for marketers. Young people are already used to skipping ads or quickly switching to another device.
Working with this audience is really difficult, but nothing is impossible for professionals! If you want to start a business in Russia and your target audience is generation Z, you know whom to contact!