Gen X befriended our children in reaction to being parented by the John Wayne generation. The result are two generations who have normalized rapid social interactions like texting, and making some of their first decisions by swiping right or left. Selling to the swipe left crowd would puzzle Edward Bernays (the “Father of Public Relations”) but, it can be done.
The Who
The most important facet of Millennials and Generation Z is their status as digital natives, having grown up with easy access to the internet and technology. Unlike previous generations, they are highly connected, relying primarily on social media and online platforms for communication, information, and entertainment.
According to the Pew Research Center, 92% of Millennials and 85% of Generation Z report owning smartphones, emphasizing the importance of mobile-centric marketing strategies where this audience is the focus. You need to optimize your websites and other outreach for mobile platforms to effectively reach these digitally connected consumers.
Their Why
Millennials and Generation Z are more inclined to support brands that demonstrate authenticity and transparency in their marketing efforts. A survey conducted by Forbes revealed that 43% of Millennials value authenticity over content when consuming news, and this preference extends to their purchasing decisions. Brands that embrace authenticity in their marketing campaigns, highlighting real stories and genuine experiences, are more likely to resonate with these generations. Additionally, transparent communication regarding brand values, sourcing, and production processes is highly valued.
The lesson here is not to let the fact that they give 5-10 seconds attention to a thing before moving on fail to communicate that how you help better be front & center in your messaging.
The Where
Social media is now the central platform for engaging Millennials and Generation Z. A report by the Center for Generational Kinetics indicates that Millennials spend an average of 3.7 hours per day on social media, while Generation Z spends approximately 3 hours per day on the same platforms.
You must understand their preferences and behaviors, and the various social media platforms, and tailor your content accordingly. Instagram, TikTok, and Snapchat are particularly popular among Gen Z, requiring brands to adapt their marketing strategies to suit the unique characteristics of each platform.
Like A Star
Personalization is key in marketing to Millennials and Gen Z. These generations appreciate tailored experiences that align with their individual preferences and interests. Research by Epsilon revealed that 80% of Millennials are more likely to make a purchase when offered personalized service.
AI and machine learning technologies have become instrumental in analyzing consumer data and delivering personalized recommendations & ads. If you leverage these technologies effectively, you can enhance consumer engagement and drive sales.
Aware Of The Ripples
Millennials and Gen Z are likely more aware of the impact of their dollar on the world around them than any preceding generation. A survey by Deloitte highlights that 68% of Millennials and 63% of Gen Z consider a company’s social impact when making purchasing decisions. Knowing this, you have a real opportunity to position your offering in front of them by focusing on the value you deliver, and the entire supply chain from materials to delivery.
Conclusion: Selling
Sales & Marketing strategies have evolved significantly to adapt to the unique characteristics and preferences of Millennials and Generation Z. These digital natives prioritize authenticity, transparency, personalization, and social consciousness, making it imperative for you to tailor your approach accordingly. Selling, as I’ve said a million times, is no longer about closing; especially not where the Swipe Left Crowd is concerned. Know this, and profit.
This post written by Rich Laster
The views and opinions expressed on this blogpost are solely those of the author, and do not represent the views of GrowExpand.com, our staff, our partners, or our clients. The material and information contained on this blog is for general information purposes only. You should not rely on said information in making legal, accounting, or other business decisions in the absence of expert counsel.