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?
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 may be only two weeks in the spring, but the opportunity to reach this young demographic is all year long.
Here at MSS Media, Inc., we’ve been providing Education, Government, Real Estate & Lifestyle clients with succinct, optimized, and successful marketing solutions for more than 15 years. Consider MSS Media, Inc. a full-service, one-stop shop for all your Media and Public Relations needs. Your goals are our motivation. And our mission is to propel your message, further and faster, to achieve the outcomes you’re looking for. If you found this blog post helpful, please share!