A letter to the post-millennials, from an eager-eyed marketer.
Dear Generation Z
For months, I have an uncanny urge to understand buying behavior of consumers born between 1995–2015. Yes, the overlooked-but-important bunch.
You neo-digital natives look set to be the most populous cohort globally this year, an impressive 32% out of 7.7 billion. So make way, millennials. If I were to add a charitable giving element to the business model not only it benefits the welfare organization, such promotes goodwill for my company and aligns with one of your core values in making the world a better place to live in. The Cotton On Foundation is a quite a good example of how sales proceeds assist children in Uganda, South Africa, Thailand and Australia gain quality education.
From internet researches to spilling the tea with fam across geographical locations I can see why playing on your smartphone is usually a more attractive option, to struggling to converse with Ah Gong in Hokkien. He is low-key upset by the way, just saying. I imagine you giving positive product reviews and tagging friends on posts (so to win prizes!) will help strengthen my brand’s top-of-mind awareness and eventually improve its social media presence among peers. Someone once shared centennials are open to having trusted businesses adopt AI in order to enjoy better customer experiences online. Roger that.
Because your attention span is shortest across generations, visual displays and storytelling are part of the “8 seconds” game plan. So bye, pop-ups and blog posts. Harro “swipe ups” images on Instagram stories and Youtube bumper ads! Animated gifs, memes, videos, 1–2 syllable acronyms and direct messaging shall become engagement tools next. Digital technology will be integrated within micro-segmented advertising campaigns. Edgy (read: not cringey) and mobile-friendly marketing messages are essential. The search for truth is on. Being real is dope. *flex*
Through Josh Miller, I read many crave financial security, immediate feedback and competition. eCommerce promotions do not work as most of you debit card-holders are still chaperoned by parents. In-store pick-ups and loyalty programs are equally ineffective since value-for-money and convenience take priority now. Perhaps I hold bi-monthly contests instead and constantly sound you out on ideas through polls to retain your interest in my brand. How does that look?
Whilst the “Snowflake Generation” is notorious for being emotionally vulnerable and lacking resilience, you guys multitask, learn the how-tos from e-tutorials and are willing to work hard for money. I see the need to adopt an omnichannel marketing approach to make you hear me. It helps that you enjoy nostalgia for a certain era, because I can reintroduce products that existed before you too, opening new revenue streams. Awesome.
You are an interesting lot and I am intrigued to learn more. For instance, who are the 5 people you are closest to? What is your favorite song? Where is that 1 place you are dying to visit but have not? How would you like others to see you? Why did you cry the last time?
So tell me what you want, what you really really want. I’ll tell you what I want, what I really really want — like follow my brand on Instagram or Youtube for a start?
XOXOX
Your Newfound Friend, Liz
