Romil Ramgarhia

Generation Z: Meet the Next Consumers Taking on a Different Reality

Of the most diverse and technology-oriented people, Gen Z takes the world by a storm. They are transforming the business, digital and marketing segment in numerous ways. An influential bunch, generation Z is young, connected and native to the internet. They have a higher consumer power with a growing presence in businesses. This makes it evident how Gen Z is truly changing the face of the marketing industry.

About Generation Z in the Words of Romil Ramgarhia 

Generation Z, also known as Gen Z, form a generational cohort that follows the millennials. They are born between 1997 and 2012s, raised by generation X (their parents).

The media guru Romil Ramgarhia adds his perspective on the topic. He says that Gen Z constitutes a large section of market consumers in the present day. They are the true digital natives exposed to the internet and smartphones from early youth. All this has resulted in forming a hypercognitive generation skilled in collecting information for offline and virtual experiences.

The soaring global connectivity and generational shift directly impacted the marketing industry. Studies mention that Gen Z is “ready to spend” an estimated $150+ billion in buying power. Parents disposable income and spending decisions are also factors for consideration. This is how they have influenced brands to utilise this as an opportunity to enhance business exposure.

Gen Z is the next generation to make a significant mark on the consumer journey. Once companies understand how the new audience thinks, it will give them a head start. Today, businesses aim to understand the digital tendencies and market expectations of Gen Z. They are tracking their patterns, traits, values, trends for in-depth statistics. Overall, they focus on designing marketing strategies that target the largest cohort of consumers – Gen Z.

Gen Z Trends and its Impact on Marketing 

  1. They like the email

Gen Z does their own thing on the internet, and checking emails is one of them. They prefer texting and spending time on social media apps. However, they are largely open to using emails as well.

  1. You cannot trick them

Generation Z grew up with exceptional characteristics with technology at their fingertips. They know how to use the smartphone, are thorough with the internet, and can spot sponsored content in a single go. Yet they want to feel a connection with the brands.

Gen Z is highly result-driven. They require more than simply selling a product. Hence, they are drawn more to value-conscious brands that know how to keep it real. Brands must add a personal touch to their marketing techniques. It will create a more impactful performance and outcome.

    3. Make it count

It is important to be strategic while marketing to Gen Z. To grab their attention, you should provide them with good quality content without any fillers. The brands should do it strategically and in a timely way. For example, too many promotional emails eventually go to the trash. You can also use smart analytics to understand how the emails are received, whether they respond well to visuals and graphics.

      4. Mobile Optimisation

To catch the attention of Gen Z consumers, your site should function well on mobiles. In other words, it should be mobile optimised. At the very least, you should ensure a high loading speed for your business website. It is also crucial to check that all content, images, photos, graphics and videos clearly define the business objectives.

      5.Being authentic and concise

Gen Z has an attention span of approximately 8 seconds. This implies that it is important for brands to keep their marketing message on point. To keep them engaged for a longer time, authentic and interesting content is needed. Companies can take up marketing on various social media platforms for a greater impact.

Concluding Remarks  

Gen Zers tends to avoid labels as they value individual expression. They believe in diversity and inclusivity, are independent and transparent. They take decisions after thinking pragmatically and analytically. This is what makes them the ‘True Gen’. It is a generation that likes to focus on economic prosperity and the self. They are more confrontational and idealistic as well.

All of these behaviours largely influence their consumption patterns. They purchase not for possession, rather to express their individual identity. This generational shift in consumer patterns has changed the market landscape. It has cut across socio-economic brackets by integrating the whole demographic pyramid. Overall, it has prepared the leading businesses for future market-oriented changes.

So, if companies wish to take the lead on their marketing and reach out to more Gen Z consumers, they have to be transparent. They can do market research to identify the ideal audience profile. Gen Z is no longer just emerging. Rather they have brought a wave of change in the dynamic market landscape. For Gen Z, the purchase decision comes to more than price and convenience. Hence, effective targeting of this demographic requires brands to convey authentic and straightforward messages. Marketing should evolve into storytelling to capture the best consumers for unending growth and expansion.