PQ
REACHING
GEN Z NPB Markets to a New Generation
The oldest members of Gen Z (the generation born from 19972012) are entering the workforce. They are getting their first apartment, first car and buying their own groceries. This generation grew up during an economic recession, as well as a global pandemic. They are focused on saving money, value authenticity and are independently themselves. According to Pew Research, Gen Zers are also more racially and ethnically diverse than previous generations. They are well-educated and digital natives—having never seen a world before smartphones. To reach them, Total Retail states the marketing message must be short, concise and inclusive. Successful campaigns are mobile first and tap into Gen Z’s need for authenticity. As digital natives, social media is the ideal way to engage with this still emerging customer, but it must be on their preferred platforms and delivered in a genuine way.
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