In the past decade, millennials have become the “most researched generation in history.” They stormed the generational field with their vast knowledge and willingness to adopt an array of new technologies and social media, encouraging marketers to decode the best Gen Y communication tactics. Millennials are trailblazers in new media, but their haughty, technological reign may soon come to an end as Generation Z moves in.
A recent report by Sparks & Honey dives into Gen Z and how individuals under the age of 18 are beginning to shift the millennial mindset into something new. Of the findings, the following are a sampling of Gen Z’s mindset, behavior and surrounds:
Gen Z is diverse
- Since 2000, there has been a 50 percent increase in multiracial youth in the U.S.
- Further, gender roles are being challenged and less accepted than in previous generations.
Gen Z multi-tasks, despite short attention spans
- Currently, Gen Z uses at least five screens each day, splitting time between TV, mobile phones, computers, game consoles and tablets.
- While they may appear better at multi-tasking across multiple screens, this is shortening their attention spans.
Gen Z is visually communicative
- This generation loves using symbols such as emojis to communicate, and they love visual social media sites. Twenty-six percent use Twitter, 23 percent use Facebook and 23 percent use Instagram.
- Gen Z also loves the ephemeral, such as Snapchat, which provides visuals, but disappears once the message has been viewed. They don’t want to be tracked, and disappearing messages reassure them.
So how should marketers communicate with this generation? Here are a few of the suggestions in the Sparks & Honey report:
- Gen Z is diverse, depict them as such
- Use images, symbols, pictures and videos to communicate – attract Gen Z with interesting and shareable imagery
- Communicate with “snackable content” that is shorter, more frequent and easier to digest
- Reach Gen Z at all points of contact by communicating across multiple screens
- Use ephemeral content to peak their curiosity and encourage engagement
Although Gen Z may appear similar to millennials, they are taking Gen Y’s behaviors to the next level. With this next level of digital communication, brands will need to alter their story-telling tactics to create and gain loyalty among this young and impressionable generation.
Featured photo credit: www.live4.com
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