Though there is a debate on where Generation Z ends and the Millennial Generation begins, those at the end of the spectrum for Gen Z (born 1997-2012) are already starting to graduate college. Gen Z is on the way to becoming one of the largest generations (about 32% of the population), and with that comes spending power. Spring Break comes as a welcomed distraction for most students, but how do you capture the attention of these "digital natives" as they make plans with friends and travel across the world?
Promo Items and Merchandise
Passing out shirts or sunglasses to the Spring Break masses may feel archaic, but it's a simple way to create brand awareness. Gen Z often prefers a cool product over a cool experience. Putting in extra thought and time in your promo item could pay off in the long run.
Snapchat, Instagram, and YouTube rank at the top for most popular social media platforms for this generation. They're creating new industry standards, such as the 6-second pre-roll ads. They're looking for influencer and peer recommendations on products, where to eat, and exciting places to visit. Companies should cross-promote branded content where these users spend the most time.
The average smartphone usage with this generation is higher than on any other device, which is 15.4 hours per week. On average, people spend about 89% of their time within apps, like streaming Spotify at the beach. Therefore, it's key to leverage in-app advertising. It is also vital to have a mobile-optimized and user-friendly website to further connect with this audience, to engage them where they are spending their time.
More research and studies will come out as this group continues to age, looking at how they impact purchasing power and develop brand loyalties. Current attitudes may shift, but one thing is certain: a well developed multi-channel marketing plan is a must. Spring Break maybe only two weeks in the spring, but the opportunity to reach this young demographic is all year long.