Generation Z represents 32% of the global population. This generation has grown up with smartphones, tablets, and cannot remember a time without the Internet.
Here are some statistics that give us a deeper insight into individuals of this generation:
Every day, 80% of them spend 5 or more hours online*
In 2023, Generation Z accounted for approximately 45% of global consumers*
Since the start of COVID-19, 40% of Generation Z consumers have increased their online spending*
So, how can we communicate effectively with this highly digital and personally engaged Generation Z?
Table of Contents: How to Communicate with Generation Z?
Generation Z includes people born between 1997 and 2021. They follow closely behind the Millennials (1980-1996), also known as Generation Y.
Gen Z is defined as a group born with digital technology; they have never known life without the Internet or social media. They love following trends and are highly interested in brands. Consequently, this generation presents a significant commercial opportunity.
More details...
More than half of Generation Z consumes much more online video content than before the COVID-19 pandemic. This generation is heavily engaged in video games (38%) and reads very little print media (9%).
However, communicating with those under 24 is a real challenge. These new consumers have distinct expectations, desires, and commitments. So, how do you motivate Generation Z to shop with you? We’ll tell you everything!
The Characteristics that Define Generation Z
A Generation Comfortable with New Technologies
We observe several key points among Generation Z individuals:
They spend a lot of time online (over 5 hours/day)
A generation born with new technologies
They adapt easily to digital innovations
For Gen Z, most of their purchases happen online. But that’s not all! These young people have a real engagement with their favorite brands; they follow them, give feedback, and shop... Therefore, it’s crucial to build loyalty with this target to hope to attract them.
In the digital realm, access to information is quick and simple, and Gen Z loves it!
They are much more receptive to changes and adapt more easily to technological advancements (they are always on the lookout for the latest smartphone, for example).
Young People and Their Growing Professional Ambitions
Entrepreneurial Ambitions
As the youngest generation currently, most individuals in Gen Z aspire to become their own bosses by the end of their careers. They increasingly struggle with authority. Young people in Generation Z say they will respect their superiors not based on their degrees or authority, but rather on their trustworthiness and listening skills.
A Generation Committed to the Planet's Well-being
A generation that engages and invests:
Young people want to see environmentally friendly content.
A generation ready to avoid buying from polluting brands.
Gen Z is open to diversity and fights to defend the causes they care about: protecting and respecting the planet.
A perfect example of a young woman from Generation Z is Greta Thunberg. This 18-year-old environmental activist became famous for her speech at the United Nations headquarters. She made her mark by confronting political leaders with the existential crisis of climate change.
Therefore, companies must understand that sincerity and authenticity are the most important points in their way of communicating with Generation Z.
Our Tips for Appealing to Generation Z with Your Advertisements
Communicating on Social Media
For this generation, using social media has become a habit and is one of their favorite pastimes.
Some Numbers on Social Media and Generation Z, the Most Connected Generation:
An average of 3 hours 12 minutes per day on social media**
45% of TikTok users are between 16 and 24 years old**
Gen Z prefers to communicate directly with brands via their social media. Therefore, it’s very important to stay active and up-to-date on these platforms and to maintain well-curated brand content.
Among the most used platforms by 16-25 year-olds are:
Instagram (88%)
Snapchat (78%)
TikTok (55%)***
It seems not all social networks are equal for Gen Z. Indeed, Diplomeo notes a certain aversion among young people towards Facebook:
10% of them deleted Facebook in 2021;
76% of 16-18 year-olds do not use it.
What Formats Interest This Generation the Most?
The video format appeals to Generation Z:
Gen Z is also known as the "8-second generation." Why? This term refers to their online attention span. It is also noted that, generally, humans remember 20% of the text they read compared to 80% of an image. The brain can process visual content 60,000 times faster than text content.
The smartphone stands out particularly among the video supports used by Gen Z: 75% use a smartphone to watch TV content daily, 50% use a TV, 45% use a computer, and only 20% use a tablet****.
Therefore, we recommend prioritizing video content over text content. Videos are a simple and fun way to convey a message and are much more likely to be shared by a large number of people.
Out-of-home (OOH) advertisements are more appreciated by Generations Y and Z:
Indeed, Gen Z prefers traditional media with OOH at 55%, followed by 53% for cinema and 51% for print magazines.
By collaborating with Twitch, the gourmet brand Brossard promoted its two new ranges “brookie” and “brownie.”
On November 18, 2021, during a live event on the Twitch platform, two teams (Team Brownie and Team Brookie) made up of 4 influencers (Junpei and Norman Genius vs. Wari and Jiraya) competed in interviews and quizzes.
The event was broadcast live on Jiraya’s channel from 6 pm to 8 pm and was also shared on other social networks like TikTok, Instagram, Facebook, and Twitter.
The Trend of Influencers
In 2021, influencers are in the spotlight! It has been observed that young people consume more when their idols promote a product.
Did you know:
1 in 2 young people is inspired by influencers
Additionally, influencers often, if not always, have promotional codes for various brands. Today, they are real marketing tools to reach Generation Z.
A TV Commercial with Neymar
More than just an influencer, Neymar is one of the most followed players on social media. It is therefore very relevant to feature him in TV commercials, as Puma has understood.
In early 2021, to promote its new products, Puma enlisted football player Neymar. The PSG star was the ambassador for the new "Puma Future Z" football shoes.
We also recognize other groups besides Generation Z:
Generation Y or Millennials: born between 1981 and 1997
Generation X: born between 1965 and 1980
Baby Boomers: born between 1946 and 1965
It should be noted that all generations and genders primarily watch television and online videos (on YouTube and TikTok).
Your Marketing Actions Towards Generation Y
Generation Y, also known as Millennials, did not directly experience the Internet but grew up with technological advancements, earning them the nickname "the transition generation." These individuals, born between 1981 and 1997, prioritize a good quality of life at work and respect the environment.
Millennials have begun or are currently consuming more content across various media types, particularly online video, online television, and live TV streaming.
44% of their consumption is directed towards online videos
41% represents streaming television viewing
Print media accounts for only 19% of Generation Y’s consumption
Communicating with Generation X
Generation X includes individuals who unfortunately experienced the first waves of unemployment, financial crisis, and economic slowdown. This generation is considered to be concerned about their future (particularly regarding employment) and demonstrates strong professional qualities.
It should be noted that 67% of Generation X claims that once they appreciate a product, they consistently purchase it*****.
Gen X has increased their television consumption more than any other generation, but they also watch online TV.
45% of them watch TV
This generation listens to the radio at 38%
They play few video games, with only 17% participating
The oldest generation among others, they represent about 15 million people in France. These individuals are present on the web, checking their emails 6 times a day.
Baby boomers use the Internet to search for product information before making in-store purchases (they shop little online).
Key percentages to remember:
42%: TV consumption by baby boomers
15% of this generation listens to the radio
Advertise to gen Z
Do you want to advertise to reach Gen Z? Discover Stride, the agency specializing in DOOH advertising primarily targeting 18-25 year-olds.
With over 200 screens, Stride is the largest DOOH network targeting this generation. Stride creates a privileged relationship with a captive audience by offering free charging stations, placed by students in their favorite spots. This generates high performance in terms of recall and retention, with precise post-tests included in each campaign, ensuring optimal impact for advertisers.
Top 30 best ads musics
The influence of advertising on purchasing behavior
This Year Marketing Calendar
Top of the most listened podcasts in France
Top 30 best ads 2021 in France
Example of a unique selling proposition
Advertising storyboard: how to structure your campaigns
Advertising: tips to make a lasting impression
The best ads made by AI
What is a display campaign?
