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Capturing loyalty of Generation Z customers In additions the report mention Generation Z-ers are more likely to purchase from a brand if their ad mentions:
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Mental health advocacy (71%) Public health and safety (66.2%) Sustainability (65.8%) Racial equality (58.9%) LGBTQ+ acceptance (53.5%)
To effectively reach Generation Z consumers, marketers need to employ a mix of social and mobile marketing and view mobile devices as an extension of Generation Z-ers themselves. The report highlights the best method to engage these consumers is on their mobile phones.
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Generation Z is fast becoming the driving economic force and capturing these shoppers is increasingly important to retailers and brands. Generation Z differs from Millennials, Generation X and Baby Boomers. Marketers are being challenged to consider new ways to reach and capture the loyalty of this generation. TextNow recently conducted a survey of 1,000 consumers between 10 and 24 years of age. 1. 98% of Generation Z consumers own a smartphone and spend an average of greater than four hours on mobile apps, not including time spent gaming. 2. The average attention span of a Generation Z-er is only eight seconds, compared with 12 seconds for Millennials. mga.asn.au | April 2022 | Edition 2
3. Generation Z is more diverse – racially and ethnically – than any other generation and are likely to be the most educated. 4. Generation Z-ers comprise 40% of all global consumers. By 2031 Generation Z will earn more than Millennials creating them as a strong economic force. The report found Generation Z is more vocal on social justice issues and place more importance on a brand’s authenticity and transparency. They care about the ethics of a company in addition to their products. Many retailers have escalated their diversity and climate change initiatives over the past few years. Being transparent and consistent with these efforts, and sharing values with Generation Z, will become critical to engage this cohort.
The report also recommends brands leverage influencers to reach Generation Z, with more than 40% of Generation Z shoppers more likely to purchase a product from an influencer’s social media post and want an influencer to have a “real relationship with the brand”. The report states “Companies that can demonstrate purpose when connecting with Gen Z will earn true engagement and loyalty, and our study has found that it is one of the most effective ways to reach this coveted demographic.” Retailers and brands will need to ensure their marketing strategy delivers the authenticity and incentives Generation Z desire. Understanding Generation Z is critical to retailers and brands who want to gain their trust and allegiance. Source: Retail Leader
