Gen Z: Loud, Skeptical and Global

Get ready! Millennials’ younger siblings, the Generation Zers, are here and they communicate much differently than their predecessors. Starting with consumers born in 1996, the oldest Gen Zers are already 22. They account for $143 billion in buying power, without including their influence on household spending, which could be upwards of $800 billion.

This new form of communication among the younger generation is so pervasive, that some experts speculate text will overtake spoken language. OMG! Probably not anytime soon, but there’s no denying that the way we communicate is changing.

If you haven’t started adapting to this new generation, it’s not too late. To help you embrace this new generation, MorganMyers’ (MM) resident Gen Zer, Jordan Gaal, has some insights you can turn into action.

They are loud.

Gen Zers aren’t ashamed to advocate for a brand that matches their values. Speaking of their values, 94 percent of Gen Zers believe companies should help address social and environmental issues, almost 10 percent more than millennials. They’re also vocal about the brands they hate. Often described as their own personal brand ambassadors, Gen Zers use the social media skills they’ve been building since birth to amplify what matters to them. Listen closely, and use that information to develop communications that resonate.

They listen to each other.

Unlike millennials’ independent mentality, Gen Zers listen to each other and trust their peers more than brands and celebrity or macro influencers. Because of this, if your message promises something and fails to deliver, you won’t just lose a few customers, you might lose an entire network of consumers. With their innate ability to access information in a few taps, Gen Zers are also skeptical, making it harder to gain their trust. Authenticity is essential, or as a Gen Zer would say, “Real talk.” This was confirmed in a study by Future Cast, “[Gen Z] will reward the brands that offer full transparency and authenticity.”

They are great at ignoring messages.

Gen Z is shaping up to be the most frustrating generation yet. They’ve been bombarded with messages since before they were old enough to talk. The average millennial uses three screens, while Generation Z uses up to five. Because of this, Gen Zers are experts at filtering messages that aren’t personal. To cut through the noise, communications should be specialized to audiences and behaviors, utilizing cross-channel and cross-device marketing to reach unique groups.

They are connected.

Millennials were the first digital natives, but Gen Z has an entirely new advantage. Global communication is second-nature, and unlike older generations, they don’t think twice about talking with someone across the globe. Gen Zers are also coming from increasingly different backgrounds. More than 50 percent of this generation will be part of a minority group within the next few years. This offers an opportunity and a challenge to communicators. Effective communications must account for cultural difference or they might pay the price.

You can’t send the same messages to millennials and Gen Zers and expect to captivate the attention of both. GenZ is growing up in a world of choices. Endless sources of media and communications are at their finger-tips. Simple strategy changes to build trust with this audience now will result in a dedicated fan base that just might listen to and amplify all your messages in the future.

With a generation of consumers that will drop your brand after one Tweet, reimaging your integrated marketing communications has never been more important. MorganMyers’ diverse team of strategy experts, content creators and message makers ensures our clients are equipped with personalized messages on the right channels to reach this new generation.