Targeting Gen Z: “How do you do, fellow kids?”
Let’s get something straight — Gen Z and Millennials are not the same. It seems like every day there is a new article that rips “Millennials” or “Gen Z,” but incorrectly uses those labels rather interchangeably. This has seeped into PR as well; “We want to target millennials” can often mean, “We want to target anyone from the age of 17 to 34.” While they have similar attributes, there are far more many differences between them, and before even starting a Gen Z campaign, we need to define and understand who they are.
Profile
First, let’s establish that anyone born between 1995–2012 qualifies as Gen Z . Second, Gen Z has had a 24/7 connection to the internet and others. While Millennials remember the days of dial-up, Gen Z can’t really even remember a world without WiFi. Third, Gen Z can be extremely fickle. While they are loyal to brands that express interest in them, they are quick to drop that loyalty if their views misalign (for any reason).
Targeting
Knowing Gen Z is half the battle (that’s a reference only older Millennials will get). Actually getting them to pay attention to what you’re peddling is an even greater challenge.
Gen Z tend to be wary of “the man” so to speak. They like upfront honesty and realness. Look to some popular branded Twitter accounts like Burger King, Moon Pie and Corn Nuts, which have used extensive understanding of Gen Z culture including memes, roasts and “clap backs” to garner attention on social media. They will often lay into a less-than-savvy competitor on Twitter (like Burger King to McDonald’s) and get hundreds of thousands of likes and retweets just for the shock factor.
Interaction and Maintenance
Gen Z especially likes to interact with content and influencers. Whether it’s new technology, a Reddit AMA, talking with a celebrity on Twitter or just real life interactions with ambassadors and influencers, Gen Z is there for it. This demonstrates a care for the customer that is highly valued by Gen Z.
Gen Z trusts influencers, especially those their age and with similar motivations and views. If they see that an influencer is advocating for something, then they’re more likely to support it.
However, just because you can grab the attention of Gen Z doesn’t mean that you can easily keep it. Gen Z isn’t as brand loyal as previous generations, so it doesn’t take much to lose young customers. Be wary of trying too hard to connect to Gen Z. A popular example of a swing and a miss was when Hilary Clinton tried to appeal to young voters by telling them to, “Pokemon Go…to the polls.” It was met with memes and satire for being a clearly awful pander (to those who might not even have been old enough to vote). Staying true to the identity of your brand (whether manufactured or not) keeps a Gen Z’er around. Show that you’re fake, and you’re going to be met with skepticism and distrust.
Conclusion
Gen Z are a unique generation and PR must adapt to them. Look no further than the Twitter accounts above for a masterclass in getting clicks and keeping interest. Showing a clear understanding of Gen Z culture and adding in that relatability factor will make for successful PR. The standard PR approach might reward traditional media placement, but in order to access the youngest active generation, we as PR people must think outside of the same old venues and tactics, especially on social media and with events. Creativity shall be rewarded.
