We all live in a constantly changing world: technology is developing and generations are changing. Although marketers are currently focusing on millennials (Generation Y), centennials (Generation Z) are gradually becoming active buyers. Who are they and what kind of advertising works for them?
Generation Z is people belgium telegram born after 2000. Their distinguishing feature is that they were the first to be born and raised in the era of the ubiquitous Internet. That is why the recently adopted term “digital natives” is applied to them .
Centennials were "born with mobile devices in their hands", so traditional advertising channels (TV, radio and print media) and content distribution through them are not suitable for them. People of this generation spend about 10 hours a day on their mobile devices. This should be taken into account when choosing a channel for distributing your information.
It’s also worth remembering that Zetas are socially active and prefer to create content themselves. You can easily attract their attention by giving them the opportunity to become content creators for your company. However, you should also show them that you share their values and care about social issues and the world in general. Their favorite brands are those that not only produce quality products, but also convey their values of egalitarianism, environmental awareness, and social justice.
What kind of advertising is most effective for Generation Z?
According to research by Kantar Millward Brown, 57% of centennials are annoyed by advertising. This means that they do not like traditional forms of advertising that are forced on people in one form or another. At the same time, “Z” is very receptive to “native advertising”, which erases the line between content and advertising, supposedly coming from peers, not from companies. This generation is also more open to advertising that gives them the option to either watch the ad until the end or go straight to the content itself.
What might motivate Generation Z to watch ads?
Opportunity to learn useful information (32%);
Ability to share and comment on content (28%);
Opportunity to get help when making a purchase decision (23%);
The ability to learn the background of a product (16%);
The ability to provide feedback to the advertiser and join the discussion about the product (12%).
Another way to get Gen Z's attention is to integrate your ads into music or use celebrities . However, the key factors to ensure Gen Z will appreciate your ads are interactivity or a perceived reward for viewing.