Millennials and Gen Z make up most of the adult population, ages 18 to 44. Although the two generations are often grouped as one by marketing companies when appealing to adults, they’re different from one another.
Let’s get into specifics. Millennials are adults ages 29 to 44. This group of individuals were children or young adults as we moved into the year 2000. Their existence during a time of rapid technological advancement and economic turbulence influenced brand skepticism and preference for authenticity in marketing, according to an article from MailChimp. This makes them:
- value meaningful motivation
- interested in challenging the hierarchical status quo
- passionate about learning
So, when marketing to millennials, brands must prioritize meaning over possessions. What you’re selling must have a purpose beyond the material. This looks like prioritizing long-form content, whether that’s a video or an article – enter podcasts. This deeper connection resonates with those who value storytelling and transparency.
On the other hand, Gen Zers were born between 1997 and 2012, so they are 13 to 28 years old right now. They have essentially always lived in the world of technology. Even the 26- to 28-year-olds were exposed to the beginning of cell phones as young children. Their existence can be defined as shaped by constant digital access and hyper-connected, which has sparked a growing expectation for personalization and social responsibility from brands. This makes them:
- digital natives
- more open and honest with themselves and others than prior generations
- socially conscious and comfortable with diversity
While Gen Z is still very young and their interests are being defined, experts say that Gen Z is always trying to be “the best they can be.” They are very focused on health and wellness.
Unlike millennials, Gen Z is more drawn to short-form content. Hello TikTok! This means each word you use is much more important and you must deliver your main message as soon as possible. Additionally, Gen Z is drawn to video marketing that looks like authentic content over polished ads. Whether it’s a behind-the-scenes glimpse, a quick how-to or a funny, self-aware skit, Gen Z values brands that communicate with personality. Lastly, they love their influencers. If you’re looking to sell something, consider tapping a popular influencer to promote it – bonus points if it’s a reality TV star!
So, now that you know your millennial market and your Gen Z market, how do you reach them collectively? For starters, both generations are all about social media. Having a strong social media presence is a great jumping-off point. Target platforms that appeal to both age groups: Facebook, Instagram, YouTube and TikTok. However, your content, no matter how long it is, must be authentic and genuine, tapping into their values.
Both generations also value instant gratification. Remember to promote your product/service as something that benefits them right now. Consider using in-app purchasing and shoppable posts to create easy paths from discovery to purchase.
Instant gratification also carries over into customer service. Increasingly adults are taking their grievances to social media. When your business engages in two-way conversations with your customers, it builds trust and shows them that real people are behind every company. Creating a genuine connection can bring disgruntled customers back and preserve existing customers that are watching the interactions.
Now don’t forget, in a few short years, Gen Alpha is going to have spending power. Its oldest members are now young teens, and they’ve never known a world without smart devices, voice assistants and instant everything. If you think Gen Z moves fast, just wait. Gen Alpha will raise the bar for digital engagement and innovation. Don’t worry, DC will help keep you informed.