Generation Z, individuals born between 1996 and 2012, are innovative, more ethnically and culturally diverse than previous generations, and on track to be the most educated generation. This generation avoids self-labelling, is radically inclusive, and evaluates all available options before making a purchase decision. If you continue to prioritise millennials, it is time to shift your attention to a new generation of consumers.
Here are five methods to attract and retain Generation Z consumers.
1. Research Gen Z Culture
You and I know that the Chinese Gen Z is a digitally native generation; they were raised with access to social media and smartphones. They are also among the most diverse generations in human history. It influences their thought processes and their financial decisions. And if you want to sell to this distinct generation, your business must learn who they are and how they connect with the brands in your industry.
2. Sell Experiences, Not Products
I have observed that Generation Z members are not interested in physical sales. Because Chinese Gen Z consumers have grown up using the internet, they are immune to promotional activities. They are not interested in why your product is so great; they want to know how it will benefit them. More precisely, what experience will your product provide?
3. Explore Interactive Content
I recommend using a mix of creativity and interactivity to capture Gen Z’s attention on a content creator platform. In other words, when they land on your posts, younger customers want to take action (tap, swipe, click). In addition, anything you can do to encourage interaction and conversation on social media is a plus. For instance, I contemplated implementing interactive elements, such as polls, that serves the dual purpose of gaining customer insight and capturing their interest.
4. Add Entertainment and Humour to Your Brand
It may seem like a no-brainer, but I’ve observed that the vast majority of Chinese consumers prefer to support brands that they perceive as ‘fun’ and ‘cool.’ It may explain why humorous and meme-centred social media content is so popular with the younger generation. Brands have to work hard to keep up with the lightning-fast pace of the internet. If a brand posts outdated memes, it risks appearing out of touch. Similarly, not all industries offer the opportunity to play a comedic character. Additionally, the most important thing is that brands have a distinctive voice, showing the human side of their social media presence through conversations that don’t sound artificial.
5. Stay Active on Social Issues
Gen Z consumers are politically conscious and engaged; they prioritise spending their money on brands that share their beliefs and values. I recommend you seek out causes that align with your brand and then take a stance on those issues. Additionally, you risk alienating this generation if you insert your brand into social issues you do not comprehend. Instead, you should find ways to make your brand more ecologically and socially conscious by sponsoring or promoting causes you support.
To stay updated on new lifestyle trends, visit your favourite platform for online creators.