How to communicate with Generation Z?

Generation Z represents 32% of the world's population, they have grown up with mobile phones, digital tablets and cannot remember a time without the Internet.

Figures* that help us get to know this generation in more detail:

• 74% of them spend 5 hours or more online every day
• By 2021: Generation Z has accounted for 40% (approx) of consumers globally
• Since the start of COVID-19, 33% of Generation Z consumers have increased their online spending

*Sources : codeur.com ; journaldunet.com

But how do you communicate effectively with this generation Z, which is very focused on digital innovations and personal commitments?

Summary of our article: How to communicate with Generation Z?

• What is Generation Z?
• What are the criteria that characterise this generation?
• Our valuable tips for appealing to Generation Z with your advertising
• We also look at other generations, who are they?

Generation Z is represented by people born between 1997 and 2021, closely followed by the Millenials (1980-1996) otherwise known as Generation Y.

The Zs are defined as young people born with digital technology, they have never known life without the Internet or social networks. They like to follow trends and are highly interested in brands. Therefore, this generation offers a significant business opportunity.

More details ... More than half of Generation Z is consuming much more video content online than before the COVID-19 epidemic. This is a generation that has a strong presence on video games (31%) and reads very little print media (9%).

However, communicating with the under-24s is a real challenge. These new consumers have strong expectations, desires and commitments. So how do you motivate generation Z to buy from you? We tell you everything!

A generation at ease with new technologies

Several points can be made about Generation Z:

• They spend a lot of time online (+5h/day)
• A generation born with new technologies
• Easily adapts to new digital innovations

For Gen Z, most of their shopping is done online. But not only! These young people have a real commitment to their favourite brands, they subscribe, they give their opinion, they buy ... It is therefore important to federate this target to its brand to hope to seduce them.

On the digital side, access to information is quick and easy and Gen Z love it! 

They are much more receptive to change and adapt more easily to technological developments (they are always on the lookout for the latest smartphone, for example).

Young people and their growing professional ambitions

Entrepreneurial ambitions

Currently the youngest generation, the majority of Gen Z individuals aspire to become their own boss at the end of their professional career. They acknowledge that they are increasingly uncomfortable with authority. Gen Zers say they will respect their superiors, not on the basis of their qualifications or authority, but rather on the basis of their trust and ability to listen.

A generation committed to the good of the planet

A generation that is committed and invested:

• Young people want to see environmentally friendly content
• A generation ready not to buy from a polluting brand

Gen Z is open to diversity and fights for the causes that are important to them: the protection and respect of 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. She made a name for herself with her speech by confronting policy makers with the existential crisis of climate change.

Thus, companies need to understand that sincerity and authenticity are the most important points in communicating with Generation Z.

>>> See our green advertising devices

Source : https://pub.be/fr/ - Global Web Index - Consommation des médias après COVID-19

Communicating on social networks

For this generation, going on social networks has become a habit and is one of their favourite pastimes.

Some figures* on social networks and generation Z, THE most connected generation:

• An average of 2h55 per day on social networks
• 41% of users are between 16 and 24 years old on Tiktok
• 89% are between 16 and 18 years old on Instagram
• 77% of generation Z users are on Facebook

*Sources : ludosln.net ; blog.proposr.co

Z-ers much prefer to communicate directly with brands via their social networks. It is therefore very important to stay active and up-to-date on these interfaces, and to take care of your brand content.

What formats are this generation most interested in?

The video format is appealing to Generation Z:

Gen Z is also the "8 seconds" generation. Why? This term refers to the length of their attention span online. It is also noted that, generally speaking, humans retain 20% of a text they have read as opposed to 80% of an image. The brain is capable of reading visual content 60,000 times faster than written content.

We therefore advise you to favour video content over text content. Video is a simple and fun way to get a message across, and is much more likely to be shared by a large number of people.

Advertisements in the OOH (Out-Of-Home) format are more popular with generations Y and Z:

Indeed, Gen Z prefer traditional media with OOH at 55%, followed by 53% for cinema and 51% for paper magazines.

>>> To know the prices and formats of advertising panels.

Brossard and Twitch to appeal to Generation Z

By collaborating with Twitch, the gourmet brand Brossard is promoting its two new ranges "brookie" and "brownie".

On 18 November 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) faced each other around interviews and quizzes.

The event was visible on Jiraya's live stream, from 6pm to 8pm, and broadcasted on other social networks such as Tiktok, Instagram, Facebook and Twitter.

The trend is towards influencers

In 2021, it is the year of the influencers! Indeed, it has been observed that young people consume more when their idols communicate about a product.

To know more:

• 1 in 2 young people are inspired by influencers

Moreover, influencers often, even very often, have promotional codes with brands. These are now real marketing levers to reach generation Z.

A TV commercial with Neymar

Much more than an influencer, Neymar is one of the most followed players on social networks. It is therefore very relevant to have him appear in its TV commercials, and Puma has understood this.

At the beginning of 2021, the Puma brand called on the football player Neymar to promote its new products. The PSG star was the ambassador of the new "Puma Future Z" football shoes.

>>> Discover how to make an effective TV ad!

There are other classes than the generation Z:

• Generation Y or Millenials: 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 mainly watch TV shows and online videos (on YouTube and TikTok).

Your marketing to Generation Y

Source : https://pub.be/fr/ - Global Web Index - Consommation des médias après COVID-19

Generation Y, also known as the Millenials, did not experience the Internet directly, but this generation has grown up with digital advances and is known as the "transition generation". These people born between 1981 and 1997 prioritise a good quality of life at work and respect the environment.

Millennials have begun to consume, or are in the process of consuming more content across several types of media, including online video, online TV and live TV streaming.

• 44% of their consumption is of online videos
• 41% is streaming TV
• The press represents only 19% of generation Y's consumption

Communicating with Generation X

Source : https://pub.be/fr/ - Global Web Index - Consommation des médias après COVID-19

Generation X is represented by those individuals who have unfortunately experienced the first waves of unemployment, the financial crisis and the slowdown in growth. It is a generation that is considered to be concerned about its future (more specifically its job) and that demonstrates strong professional qualities.

Namely*, 67% of Gen Xers say that once they like a product, they will buy it again and again.

*Source : blog.hubspot.fr

Gen Xers have increased their TV consumption more than any other generation, but also watch TV online.

• 45% is the percentage that represents TV viewing by Generation X
• 38% of this generation listens to the radio
• This is a generation that does not play video games much; only 17% of them do so

>>> To know your marketing target better, we help you identify it.

Advertising to the boomer generation

Source : https://pub.be/fr/ - Global Web Index - Consommation des médias après COVID-19

The oldest generation among the others, they represent 15 million people in France. They are individuals who are present on the web, consulting their e-mails 6 times a day.

76% of Boomers use the Internet to look for information on a product before making a purchase in a shop (they do not consume much online).

Percentages to remember:

• 42%: consumption of broadcast TV by baby boomers
• 15% of radio is listened to by this generation

And you, which generation do you belong to?