As the newest generation to enter the workforce and start making purchasing decisions, Gen Z presents a unique challenge for marketers. Born between the mid-1990s and the early 2010s, this generation is the first to grow up fully immersed in a world of smartphones, social media, and instant access to information. Gen Z is diverse, digitally savvy, and socially conscious; marketers who want to reach this demographic need to understand their behaviors, preferences, and values.
Fortunately, plenty of Gen Z statistics can help guide your marketing strategy. By leveraging these insights, you can create targeted campaigns that resonate with this audience and drive results. With this in mind, let’s explore some of the key Gen Z statistics and offer tips for incorporating them into your marketing plan.
(Source: War Room study)
Table of Contents
1. Gen Z is the Most Diverse Generation Yet
One of the defining characteristics of Gen Z is its diversity. According to the Pew Research Center, this generation is the most racially and ethically diverse in U.S. history, with 48% of Gen Zers identifying as non-white. This diversity extends beyond race and ethnicity, with Gen Zers also exhibiting a wide range of beliefs, attitudes, and values.
What this means for marketers: To reach Gen Z, it’s essential to understand and celebrate diversity in all its forms. Consider featuring a diverse range of models in your ads, using inclusive language in your messaging, and supporting causes that align with Gen Z’s values of equality and inclusion.
2. Gen Z is Digitally Native
Unlike previous generations, Gen Z has never known a world without the internet, smartphones, and social media. As a result, they have high expectations for digital experiences and are quick to embrace new technologies.
In fact, 55% of Gen Zers spend more than five hours per day on their smartphones, and 50% prefer shopping online rather than in-store. They also place a high value on convenience, with many saying that fast and easy access to information is important to them.
What this means for marketers: To connect with Gen Z, having a strong digital presence is essential. Make sure your website is mobile-friendly and optimized for fast load times. Consider investing in technologies like chatbots and artificial intelligence to improve customer experience. Additionally, this might be a good time to consider partnering with influencers or running social media campaigns to reach this highly engaged audience.
3. Gen Z Values Authenticity
Gen Z is highly skeptical of traditional advertising and marketing tactics, and they can quickly spot inauthentic or insincere messages. They value transparency and honesty and are more likely to trust content from peers, friends, and family members than from brands.
According to a study by Kantar, 66% of Gen Zers prefer authentic ads, and 67% are more likely to purchase from a brand that contributes to social causes they care about.
What this means for marketers: To win over Gen Z, focus on building genuine connections and delivering value. Consider partnering with micro-influencers who align with your brand’s values and can authentically promote your products or services. Additionally, support causes that resonate with Gen Z’s values and ensure your messaging is transparent and honest.
4. Gen Z is Environmentally Conscious
Gen Z is the first generation to grow up with climate change as a looming threat, and they are highly attuned to environmental issues. According to a study by First Insight, Inc., 73% of Gen Zers are willing to spend more on sustainable products, and 67% believe that brands have a responsibility to take action on environmental issues.
What this means for marketers: To appeal to Gen Z’s environmental values, consider incorporating sustainable practices into your business operations, such as using eco-friendly packaging or sourcing materials from ethical suppliers. Highlight your sustainability efforts so visitors can see what efforts you’re making.
5. Gen Z is Financially Cautious
Gen Z came of age during the Great Recession, so they tend to be financially- and value-conscious. According to a study by Bank of America, 16% of Gen Zers have already started saving for retirement, and 59% prefer to save money rather than spend it.
What this means for marketers: To appeal to Gen Z’s frugal mindset, consider offering promotions or discounts that incentivize purchases or highlight the long-term value of your products and services. Also, position your brand as a responsible financial partner, offering resources and advice to help Gen Zers manage their money.
6. Gen Z is Socially Conscious
Gen Z is passionate about social issues and values brands that take a stand on important causes. According to a study by JobSage, 82% of Gen Z believe companies should take a stand on social issues, and McKinsey reports that 70% of Gen Zers have purchased a product specifically because the company supported a cause they believe in.
What this means for marketers: To connect with Gen Z’s social consciousness, consider incorporating social causes into your brand’s messaging and marketing campaigns. This could include donating a portion of profits to a charity or nonprofit, highlighting your company’s sustainability efforts, or partnering with influencers or organizations that align with your brand’s values.
7. Gen Z Values Personalization
Gen Z is used to having personalized experiences online — from tailored ads to customized social media feeds. As a result, they expect a high degree of personalization from brands.
According to PRWeek, 28% of Gen Zers say brands “don’t get them,” while another 33% said their trust in brands had been eroded.
What this means for marketers: To appeal to Gen Z’s desire for personalization, consider using data and technology to tailor your marketing messages to individual consumers. This could include retargeting ads to show products or services a customer has previously viewed or offering personalized recommendations based on their browsing or purchase history.
8. Gen Z is Loyal to Brands that Share Their Values
Gen Z is more likely to be loyal to brands that share their values and beliefs. According to an interview with CMSWire, Knit CEO Aneesh Dhawan explained that 67% of Gen Zers say that a brand’s values are essential to them. Additionally, the overwhelming majority of Gen Zers say they’ll pay more for products from a brand that supports causes they care about.
What this means for marketers: To build brand loyalty among Gen Z, aligning your messaging and values with theirs is important. This could involve highlighting your company’s commitment to sustainability, social responsibility, or other important causes. Additionally, consider partnering with influencers or organizations that share your brand’s values or creating content that showcases your brand’s values and mission.
9. Gen Z Prefers Visual Content
Gen Z has grown up with smartphones and social media, so they prefer visual content over text-based content. According to Pearson, almost 40% of this demographic ignores Google and, instead, turns to TikTok or Instagram. The visual nature of these platforms makes it easier to get answers and ideas quickly. To add to this, most Gen Zers prefer ads with images or video over text-based ads.
What this means for marketers: To appeal to Gen Z’s visual preferences, incorporate images and videos into your marketing materials, including social media posts and ads, and website content. Additionally, consider using user-generated content (UGC) to showcase the experiences of real people using your products or services.
10. Gen Z is Mobile-First
Gen Z is the first generation to grow up entirely in the mobile era, and they rely heavily on their smartphones for everything from social media to online shopping. Around 98% of this demographic owns a smartphone and spend a good chunk of their days doing business and pleasure on these devices.
(Source: adobe study)
What this means for marketers: To reach Gen Z effectively, it’s essential to have a mobile-first marketing strategy. This could include optimizing your website for mobile devices, using mobile-friendly ad formats like vertical video, and leveraging social media platforms that are popular among Gen Z, such as Instagram, Snapchat, and TikTok.
11. Gen Z Values Experiences Over Possessions
Unlike previous generations, Gen Z values experiences over possessions. Gen Zers would rather spend money on experiences than on products. Many say attending live events makes them feel more connected to others and the world around them.
What this means for marketers: To appeal to Gen Z’s desire for experiences, consider creating live events or experiential marketing campaigns that allow Gen Zers to interact with your brand in a memorable and meaningful way. This might include pop-up shops, brand activations, or events that promote social causes or support local communities.
12. Gen Z is Open to Influencer Marketing
Unlike older generations, Gen Z is receptive to influencer marketing and values the opinions of social media influencers. According to a study by Kantar, 44% of Gen Zers say they follow influencers on social media, and 40% say they trust influencers more than celebrities.
What this means for marketers: To effectively leverage influencer marketing with Gen Z, consider partnering with influencers aligned with your brand values and with a strong following among the Gen Z demographic. Additionally, be transparent about your influencer partnerships and avoid using influencers who have been involved in controversies or may be seen as inauthentic or disingenuous.
13. Gen Z is More Likely to Use Ad-Blocking Technology
According to a survey from Digital Marketing Community, 52% of Gen Zers use ad-blockers, and 62% use private browsing windows to avoid being retargeted. This suggests that Gen Z is more sensitive to the volume of ads they see online and may have a lower tolerance for intrusive or irrelevant advertising.
What this means for marketers: To effectively reach Gen Z, consider creating targeted and personalized ads relevant and engaging to this audience. Avoid using intrusive ad formats such as pop-ups or interstitials, and be mindful of the frequency of ads to avoid overwhelming Gen Zers with too many.
14. Gen Z is More Likely to Respond to Mobile Ads
Gen Z is a mobile-first generation and is more likely to respond to mobile ads than ads on other devices. As Kantar puts it, most Gen Zers say they have purchased directly from a mobile ad. The rates of online purchases from mobile ads are significantly higher for Gen Z than their millennial or Gen X counterparts.
What this means for marketers: If you want to truly touch base with your Gen Z consumer base, you need to create mobile-first ad campaigns that are optimized for smartphones and other mobile devices. This might mean creating ads designed specifically for mobile, such as vertical video ads or interactive mobile ad formats, and targeting your ads to mobile-first platforms, such as Snapchat, TikTok, or Instagram.
(Source: Job Sage study)
15. Gen Z is More Likely to Engage with Branded Content
It’s important to note that Gen Z is more likely to engage with branded content than traditional advertising. According to Meta, 60% of Gen Zers follow brands on social media to connect more deeply with their interests. Many Gen Zers are even willing to engage with sponsored content if it’s relevant to their interests.
What this means for marketers: To effectively reach Gen Z, try creating branded content that’s authentic, engaging, and relevant to this audience. You might consider creating branded social media posts, partnering with influencers to create sponsored content, or creating branded content such as podcasts, blogs, or videos that provide value to Gen Zers.
The Perfect Marketing Mix to Reach Gen Z
Gen Z is a unique and influential generation that presents both challenges and opportunities for marketers. This generation values authenticity, diversity, and individuality and is more likely to engage with brands that align with their values and interests. They are also highly mobile and tech-savvy and are known to use ad-blocking technology and respond to mobile ads.
To effectively reach and engage Gen Z, marketers should create personalized and targeted campaigns that are authentic, transparent, and relevant to this audience. This means creating user-generated content, featuring real people in ads, creating mobile-first campaigns, and partnering with influencers to create sponsored content. Additionally, brands should be mindful of Gen Z’s diverse and inclusive marketing preferences and avoid using outdated or stereotypical representations in their campaigns.
By leveraging these insights and understanding the unique characteristics and preferences of Gen Z, marketers can create effective and engaging campaigns that resonate with this influential audience.
Author Bio: Alyssa Anderson is the Director of Content at Zero Gravity Marketing (ZGM), a digital marketing agency in Madison, CT. ZGM is known for developing overarching marketing strategies and specializes in Pay-Per-Click, SEO, Content Marketing, Social Media, Development, Design, and eCommerce services.
