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Connection. It is one of the main things marketing professionals are looking for when putting a new brand or business out there. In order to form a good connection, there needs to be an audience in mind, a target audience, who will receive the message. How do you make sure you connect with that audience?
Choosing a target audience can be difficult depending on the product or business, but it can often present itself clearly. For example, when marketing 401K and retirement plans, you may not feel the need to market to teenagers. An energy drink brand, however, would be the opposite.
In this article, we will discuss marketing toward generations, specifically Gen Z. This generation consists of people born between the years 1997-2012, between 10 and 25 years old (as of 2022).
What does Gen Z look for in a marketing message? According to an article in Retail Brew, minimalism with brands is out. That may have worked on the generation prior, Millennials, but Gen Z is looking for colors, graphics, and bold and bright messaging. Brands that are already established are shifting their marketing tactics to include more Gen Z-focused messaging, including McDonald’s, Wild Turkey, beauty brand Youthforia, and more.
As we have discussed in a previous article, Gen Z also pays attention heavily to the business behind the messaging. What does the business stand for? What and who do they support? Do they put their actions where their words are? All of this is very important in hooking a member of Gen Z to a brand or business.
Even if a business is not marketed directly toward Gen Z, this generation is estimated to have nearly $150 billion in spending power. Their consumer habits mimic this number as well. It can be helpful to consider this generation in some messaging, even if it is not the main target.
Forming a connection is about knowing the person you are trying to form the connection with. Before starting a marketing campaign, whether that is traditional marketing, or, more notable, social media marketing, having a target audience in mind can make all the difference in creating that connection.
Grab their attention, show them what you’re all about, and direct messaging toward the target audience, and you will see a world of difference.
