How to market to Gen Z and young professionals in 2024

If you're not marketing to Gen Z, you're probably missing out. Even if they’re not your primary target market, it’s essential that at least a portion of your customer base is a Gen Z audience.

In this article, we'll take you through everything there is to know about marketing to Gen Z. From breaking down who these young folks are, to figuring out where their interests lie and which apps or websites catch their eye, we've got it covered. We'll also share some smart moves on how businesses can truly connect with Gen Zers by being real (because faking it doesn't work), using social media wisely, and creating experiences that feel personal just for them.

marketing to millennials — Marketing to Gen Z should be an important part of your strategy. Image source: Envato

How to market to Gen Z: Getting to know them

Gen Z, or Generation Z, is the crowd born from 1997 to 2012. They're special because they were the first ones to grow up in a world filled with digital environments. This makes them pretty different in what they like and how they act compared to folks who came before them. For anyone trying to sell something, getting Gen Z on your side is super important if you want to tap into this group that's got lots of people and even more power when it comes down to buying things.

With Gen Z making up about 20% of everyone living in the US, they're a big deal for any business looking at where trends are heading next. To really get what makes Gen Z tick—like what matters most to them and how they spend their time online—you've got to dive deep into understanding their world.

Gen Z statistics — Resident population in the United States in 2023, by generation (in millions) Image source: Statista

Given these opportunities, every business should start taking steps to reach out to this market. This guide can show you how.

Understanding the Gen Z market

Gen Z is the latest group to catch marketers' attention, being the first generation to be fully raised in the digital age. From their early days, they've been surrounded by fast-paced tech changes that have shaped how they think and what they value. Gen Zers hold firm views on topics like social justice and politics and place a high importance on staying true to oneself and taking care of mental health.

For companies aiming to connect with Gen Z, it's crucial to get who they are right down pat and adjust your marketing methods just for them.

Defining Gen Z: Characteristics and values

Centennials, Gen Z, or Gen Zers as they're often called, are a group of young people with a wide range of interests and a deep commitment to making the world better. They've grown up during times when more folks started paying attention to big problems like social issues and how we treat our planet. Because of this, they really care about supporting companies that share their beliefs. For them, fighting against climate change is huge; it's something they're truly passionate about. They want to back brands that put sustainability first and work hard for environmental causes.

On top of all this, Gen Zers think diversity and inclusion are super important too. They expect any brand they support to show these values in how they advertise themselves and run their business operations. So if businesses want to catch the eye of Gen Z customers effectively, it’s crucial for them to get what matters most to these young individuals: their diverse interests and focus on sustainability along with tackling climate change.

How Gen Z differs from previous generations

Gen Z stands out from older groups like the Baby Boomers in a few key ways. For starters, their view on owning a house is pretty different. While folks from earlier times usually saw buying a home as a big goal, Gen Z prefers to keep things flexible and focus more on enjoying life's experiences. They're putting off buying houses and are more into renting or living with others instead. This change comes down to several reasons: money being tight, jobs not being what they used to be, and just wanting the freedom to live without strings attached.

For any company trying to catch the eye of Gen Z, it's important to understand that their way of seeing things isn't the same as previous generations, which means talking to them has to be done differently too.

With a better idea of what centennials are like, you can now start defining a centennial market segment you want to reach. By narrowing down more details about the group you want to reach, you can create marketing strategies that are better suited to them. Here are some tutorials that can help you through the process:

The digital habits of Gen Z

For Gen Z, their whole world is pretty much wrapped up in the digital realm. They're the pioneers, being the first ones to really grow up with smartphones in hand and social media at their fingertips. Because of this, places like Instagram and TikTok aren't just apps to them; they're where they hang out, chat, and watch videos that last just a minute or two but are highly engaging. They follow influencers who set trends and find groups of people who share their interests online.

And it's not all about scrolling through feeds; video games hold a big spot in their hearts too. These games offer more than fun—they give Gen Zers a way to meet others and feel part of something bigger.

With these habits so embedded in Gen Z consumers' daily lives, businesses have to dive into this digital pool if they want any chance at grabbing their attention.

Platform	Key features	Content consumption patterns
TikTok	Short-form videos, trends, challenges	Gen Z users spend hours scrolling through TikTok content, often discovering new trends and challenges to participate in.
Instagram	Visual content, Stories, Reels	Gen Zers use Instagram for direct messaging, sharing personal stories through Stories, and engaging with short videos through Reels.
YouTube	Long-form videos, tutorials, vlogs	Centennials consume long-form videos on YouTube, including tutorials, vlogs, and other content that provides in-depth information.
Podcasts	Audio content, storytelling	Gen Z is increasingly turning to podcasts for entertainment, education, and storytelling, often listening to podcasts while multitasking.

Gen Z has a limited attention span, making it crucial for businesses to capture their interest quickly. Snackable and visually engaging content is preferred, and businesses must prioritize authenticity, humor, and creativity to effectively engage with Gen Z on social media platforms.

For Gen Z, social media is at the heart of their everyday lives. It's where they go to share what they're thinking, look for advice, and keep up with what's happening in the world. On platforms across the internet, they're really getting involved by following influencers, becoming part of communities, and speaking their minds.

The internet has woven itself into how Gen Z connects socially, so businesses need to make sure they're using social media smartly if they want to connect with this generation effectively.

Marketing strategies that resonate with Gen Z

Marketing to Gen Z means understanding what excites centennials and using strategies that they'll actually care about. Here's how:

Being real matters. Gen Z can spot a fake from miles away. They like brands that are honest and open in everything they do.
With social media influencers. It's all about who you know on social platforms to reach Gen Z folks. Influencers who share their values and interests have a big impact.
Offering something different. This group is always on the lookout for experiences that stand out and feel personal to them. If your business can offer something truly unique, you're more likely to win them over.

Authenticity and transparency: The key to engagement

To really connect with Gen Z consumers, it's all about keeping things real and clear. This group of young people puts a lot of stock in brands that come across as honest and reliable. They want companies to be open about what they stand for, how they operate, and the impact they have on society and the environment.

Trust is key to staying with a brand long-term. Companies need to make sure their marketing isn't just talk; it has to match up with what they're actually doing. Since Gen Z can easily spot when something doesn't seem right, not being authentic or transparent could mean losing their trust—and their business.

Leveraging influencers and user-generated content

Influencers and stuff people make and share themselves have a big impact on what Gen Z likes and buys. Gen Z folks tend to believe what influencers and their friends say more than old-school ads. If companies want to really connect with Gen Z shoppers, using influencers and encouraging the sharing of user-made content is a smart move. Working with influencers who get what matters to Gen Z can lead to awesome content that grabs their attention in all the right ways.

Tailoring your message for Gen Z

To connect with Gen Z, marketers need to shape their messages in a way that clicks with what this group cares about and believes in.

A few tips to achieve this:

With personalization at the forefront, make sure your marketing speaks directly to each person’s likes and needs.
By focusing on values, especially when it comes to supporting environmental causes and social issues, brands can build a real bond with Gen Z folks.
Since celebrating who you are as an individual is important for Gen Z consumers, any communication should promote the idea of being yourself and showcase this generation's wide range of views and life stories.

Gen Z really cares about social issues and wants to see brands do the same. When companies support things like taking care of the environment, fighting for justice, and other big topics, they get noticed by Gen Z folks.

Marketing that's all about what you stand for can make a deep connection with this crowd and help them stick with your brand. Gen Zers are always on the lookout for businesses that put importance on being eco-friendly, welcoming everyone, and treating people fairly.

Personalization and customization strategies

To really grab the attention of Gen Z, companies need to focus on making things more personal and unique. This group of young people loves it when they can make products their own, whether that's through picking out special features or designing something just for them. It doesn't matter if we're talking about clothes or gadgets; what matters is that these items stand out as a reflection of who they are. By using data smartly, businesses can also suggest things that match each person's tastes perfectly. In short, by putting personalization at the heart of what they do, brands have a better shot at winning over Gen Zers and keeping them interested.

The visual language of Gen Z marketing

For Gen Z, the way things look is very important when it comes to marketing. They really like TikTok videos and Instagram Reels because they're fun and keep them interested. Companies need to use these sites to make cool-looking stuff that grabs Gen Z's attention. Also, by keeping up with what's trendy in design and adding bits that people can click on or interact with, businesses can really stand out and connect with Gen Z folks who love visuals.

Embracing short-form video and interactive content

With the unparalleled popularity of platforms like TikTok and Instagram, how Gen Z interacts with content has completely changed. These sites are a goldmine for marketers aiming to grab the attention of Gen Z through fun and interactive videos.

TikTok is at the top of the list when it comes to short videos that catch Gen Z's eye. Thanks to its smart feed and cool editing features, users can easily make videos that others love watching. Marketers have a great chance here by making branded stuff that speaks to what Gen Z cares about.
On Instagram, Reels and Stories really draw in Gen Z viewers. Marketers should dive into creating catchy visuals on these platforms because they're perfect ways to get noticed by young people today.

Design trends and aesthetics that appeal to Gen Z

When trying to grab Gen Z's attention, it's key to get how much they dig cool designs and looks. These folks really like stuff that catches their eye and matches what they're into.

For starters, with Gen Z being all about the visuals, they totally go for things that look good—think awesome colors, neat graphics, and designs that pop. If brands can nail this kind of content that vibes with what Gen Z is into style-wise, they've got a great chance of snagging their interest.

On top of looking good, these consumers are always on the lookout for something fresh and groundbreaking. They're quick on the uptake with new techs or whatever’s trending next. Brands standing out by bringing unique products or jumping onto latest design trends could win big points from them in terms of novelty.

In a nutshell? Getting where Gen Z is coming from when it comes to design preferences might just be your ticket to creating content that not only grabs but holds their gaze in our fast-moving world filled with tech wonders.

Engaging Gen Z through technology

Gen Z and technology — Captivate Gen Z through engaging and immersive experiences. Image source: Envato

Gen Z, the group that's grown up surrounded by tech, really digs experiences that pull them in. To grab their attention, brands should use cool tech like augmented reality (AR) and virtual reality (VR). These tools can make for some unforgettable moments.

With AR and VR, there are tons of ways to connect with Gen Z folks. From gaming to taking them on virtual tours or telling stories in a way they can step into, these technologies have the power to truly engage this crowd.

AR, VR, and beyond: Immersive experiences

Augmented reality (AR) and virtual reality (VR) are really catching on with Gen Z, the group that's always up for trying out new tech. These tools let brands create cool experiences that grab the attention of young, tech-savvy folks.

With VR, you can dive into a completely digital world. AR is a bit different because it mixes digital stuff with real-life scenes. Both ways offer fun paths for companies to draw in Gen Z by making things interactive and lively. Think about playing games or going on virtual tours where you can touch and interact with products; AR and VR make all this highly engaging.

Speaking of games, they're a big hit when it comes to using AR and VR among Gen Z users. The gaming scene has really welcomed these technologies with open arms, giving players the chance to step into amazing worlds created just for them. This opens up awesome opportunities for brands to connect over shared interests in gaming through unique content made possible by AR/VR.

Mobile-first approach and seamless omnichannel strategies

When trying to grab the attention of Gen Z folks, it's crucial for brands to think mobile-first and make sure they're offering a smooth experience no matter how someone shops or interacts with them. For those in Gen Z, their smartphones are like an extension of themselves—they're always on them and expect things to work flawlessly whether they’re browsing online or hopping between different ways of shopping.

For these consumers, using their phones to look stuff up, buy things, or chat with brands is second nature. So businesses need to ensure that their websites and digital spaces play nice with mobile devices. This makes everything easy and enjoyable for users. Having a cool app can also be a big win for connecting with Gen Z by giving them tailored experiences just for them.

On top of making everything mobile-friendly, embracing an omnichannel approach is key too. With this strategy in place, switching from one device or channel to another feels completely seamless.

Measuring success in Gen Z marketing

To really hit the mark with Gen Z marketing, it's all about digging into the data and tweaking your game plan based on what you hear from Gen Z folks. Keeping an eye on key performance indicators (KPIs) is super important for figuring out if what you're doing is working or if there are things you need to fix.

For brands aiming at this crowd, it's crucial to pick KPIs that match up with their goals and get why Gen Z ticks. This could be stuff like how many people are interacting with your content, whether they're actually buying anything after seeing your ads, how they feel about your brand, and how much they talk about you on social media platforms.

On top of that, paying attention to what Gen Z has to say and adjusting your approach based on their input is key. Since authenticity means a lot to this generation, along with being open about everything, brands that really listen and use that feedback will find themselves building a more loyal fan base among GenZ consumers.

Gen Z demands authenticity, personalization, and purpose from brands, seeking seamless digital experiences and meaningful connections. Image source: National Retail Federation

According to a report by the National Retail Federation, 59% of centennials trust brands they grow up with. They also enjoy providing feedback and would like to get involved with product design.

Key Performance Indicators (KPIs) to watch

When measuring success in Gen Z marketing, it is essential to track key performance indicators (KPIs) that align with Gen Z's preferences and behaviors. Here are some KPIs to watch:

Engagement rates. Measure the level of interaction and engagement with your content, such as likes, comments, and shares. This indicates how well your brand is resonating with Gen Z consumers.
Conversion rates. Track the number of Gen Z consumers who take the desired action, such as making a purchase or signing up for a newsletter. This indicates the effectiveness of your marketing efforts in driving conversions.
Brand sentiment. Monitor the sentiment and perception of your brand among Gen Z consumers. This can be done through sentiment analysis of social media mentions and online reviews.
Social media mentions. Keep an eye on the number and sentiment of social media mentions related to your brand. This can help you gauge the level of brand awareness and sentiment among Gen Z consumers.
Attention spans. Measure the average duration of Gen Z consumers' interactions with your content. This can help you understand their attention spans and optimize your content to capture and maintain their interest.

Adapting and evolving with Gen Z feedback

For brands to keep up and change their marketing ways, hearing what Gen Z has to say is super important. This group of young people really cares about being real, open, and forming genuine connections.

To get what Gen Z likes or doesn't like, brands need to actively look for their opinions through things like surveys, checking out social media chats, and talking directly with them. Using this feedback helps companies make smart choices and tweak how they reach out in a way that clicks better with Gen Z folks.

On top of getting feedback from Gen Z, it's key for companies to be ready to switch things up based on new trends or technologies coming into play. Since the world Gen Z lives in keeps changing fast, brands that can quickly adapt by embracing these changes will have a stronger chance at connecting well with them.

Wrap up

Wrapping things up, if you're aiming to catch the attention of Gen Z in 2024, it's crucial to really get what they're all about online and what matters to them. To hit the mark with this group that knows their way around tech, being real, open, and making stuff just for them is super important.

Make sure whatever you're saying fits well with the social causes they care about and looks appealing according to what's trendy in design right now. Keep an eye on specific goals through KPIs (Key Performance Indicators) and tweak your approach based on what feedback tells you; this way, you can earn Gen Z's trust and keep them coming back for more.

It’s all about staying flexible, creative-minded, and ahead of technology trends if you want a solid connection with Gen Z folks as time goes by.

If you need help in crafting an authentic voice that suits your brand, the following guides are a good start:

Gen Z young woman — Grab Gen Z attention with authenticity, speed, and visual impact. Image source: Envato

Learning how to market to young professionals and centennials shouldn’t be a big mystery. Once you understand your Gen Z target market and have created buyer personas for them, it'll be easier to come up with ideas that'll appeal to them.

As long as your marketing strategy is authentic, recent, socially responsible, and keeps social media in mind, your business will start attracting that millennial customer base. Why not start your marketing strategy to Gen Z today?

And since we all know that Gen Zers love video, why not learn how to create a killer video marketing campaign? This comprehensive guide covers every aspect of video marketing, and it's all explained so clearly that even an absolute beginner will be able to create better video marketing campaigns by the end. Or if you already feel confident in video, you'll still find something new in all the research, statistics, and case studies to help you reach the next level.