Marketing keys for Z Generation (1)

You may be think it is not fair that, when you started to understand how to seduce Millennials, a new generation should not appear, but it is what it is. Z Generation is not just knocking at the door: it is knocking it down. 

We are aiming to show you who they are, their values, motivations, goals,  purchase drives and its relationtionship with business in general. This way, you will be ready to implement a strategy to help you position yourself as a reference for what is coming. 

As you already know, generations are always defined within a date range setting the start and finish. In the case of Z Generation that range is set for those who were born between 1996 and 2009. 

Currently, and according to UN report made public by Bloomberg they are 32% of world population, what becomes them the generation with the largest numer of individuals before Millennials. 

Therefore, we are talking about a very wide range of population that has some very relevant common features. 

First, because they are the first generation purely digital native. Its predecessors marked the start at the beginning of the 80´s in the last century. So, some of them were entering digital reality gradually and others arrived when it was not mature completely. 

This is important because it means that, for them, their relationship with technology is something natural. In fact, it is integrated in their daily lives transversally: leisure, personal relationships, work, purchase…

Differences between Z and Millennial Generations are more significant than expected. To a large extent, because many of the attitudes and values defining Centennials (as they are also known) are in their DNA from experience and roles adopted by the previous generation.  

In rough outlines, we can say we are in the presence of people who tend to militancy against those fair causes according to them,  undestanding life and purchase from a more ethical point on view, but also healthier to themselves and their environment. 

The models and the way they interact with their enviroment have changed. In some way, we can say they choose loyals very well and who take into account, so  influencers  and social networks are more and more important both when setting a non-defined  lifestyle and being informed. They mistrust massive communication model and look for their own sources to be updated. 

In coming posts we will detail the rest of essential values of Z Generation, but today we are going to focus on that ethical and committed position facing any given situation (business included, of course).

It is important to highlight that when we talk about militancy we do not mean politics necessarily: they tend to be proud of a lot of causes and are  consistent in their ideas. Millennials, in comparison, are less activist or, at least, they are not as much involved. 

This taken to business means they search for a brand and products aligned with their way of thinking. The real competitive value is this one, they even willing to page more in exchange for strengthening their ethical position.

If, for example, the cause is planet sustainability, the feeling a brand like Cove  generates, it uses bioplastics to get rid of waste to the sea, its is highly positive. The fact of consuming this brand of water is a projection of their values. They do not doubt to be brand ambassadors in initiative like this one.

On the other hand, there are those companies that stand out from the standard they consider as ideal. They do not doubt to be against them, and even call for boycott.

Another example would be palm oil, found in a lot of products and, also controversial due to its consumption properties, has an environmental impact due to unsustainable exploitations.

Or, recently, the discontent with Apple credit cards, regarding with certain sexism and their credit limits depending the holder´s gender.  

These brands and products have met with real campaigns organized and supported by users who reject them generating reputation crisis.