GenZ and Millennials for a winning marketing combo
Urban tribes are here to stay, they are all around us, and we interact with them every day. But, what or who are they? And most importantly, how can we as a business engage with them to sell them our products or services?
Identifying urban tribes and more importantly, understanding them, will translate into acknowledging what they want and how they want it. These dictate their buying patterns and eventually lead marketers to the right strategies to reach them.
Urban tribes of today: Millennials Vs Gen Z
The two key concepts we would use to define Urban Tribes are identity and community. Today we live in a world where consumers (especially young ones) are seeking ways to define their identity. So let’s get to it.
What are Millennials and Gen Z age ranges?
Anyone born between 1980 and 2000. Millennials have come of age during a time of technological change, globalization, and economic disruption. This has given them a different set of behaviors and experiences from their parents.
This generation’s members were born in 2001 and onwards. Gen Zers are true digital natives as they have been exposed to the internet, social networks, and mobile systems since the day they were born.
What are the differences between Gen Z and Millennials?
Although both Gen Zs and Millennials represent the younger sector of today’s population, each group has its own particularities when it comes to motivations and interests. Here are some of the main difference for you to be aware of while planning your next marketing campaign towards these generations:
|Tech knowledge||Commonly known to be technology-wise and immune to most traditional marketing and sales pitches.||Even more Internet-savvy and expert than their Millennials forerunners.|
|Consumption trends||Less loyal to brands and, due to the internet, to be similarly flexible and changing in their fashion, style consciousness, and where and how they communicate.||Consumption as an expression of individual identity, and consumption as a matter of ethical concern.|
|Diversity||Much more racially and ethnically diverse than previous generations and they are much more segmented as an audience||Gen-Z the most diverse urban tribe ever.|
|Buying Motivation||Turning to brands that can offer maximum convenience at the lowest cost.||Cost is not a problem, as long as the brand maintains an ethical and diverse identity.|
|Buying Interests||Dedicated to wellness, devoting time and money to exercising and eating right.||Search and value truth overall, making them honor and respect individual expressions and avoiding labels.|
“Young people today are inherently cross-cultural: 54% say they´re friends with someone from a different country online, and 35% identify more as a global citizen than as a citizen of their country.”
Source: Culture Next, Spotify for Brands, Volume 1: 2019.
What is the right way of doing marketing for Millennials and Gen Z?
Regardless of the difference between gen z and millennials and the specific characteristics of each modern urban tribe, something is clear: nowadays, young people are re-evaluating their relationship with digital media and seeking new ways of engaging and new spaces for them to own. Millennials and Gen-Z are driven by diversity and inclusion, therefore their interactions within society and commercial industries lean more towards diverse and inclusive brands.
Millennials aren’t just interested in the external, they crave content that has a clear purpose, other than being a vehicle for selling the product itself. Whether it’s an infographic or a video sharing a great story, content must be able to entertain or inform.
Airbnb did masterly did it with their belong anywhere campaign:
With an emphasis on adventure, exploration, self-discovery, and personal singularity, Airbnb managed to capture the millennial’s desire for travel and relate it to Instagram-inspired content appealing for the desired audience.
Millennials and Gen Zeters are profoundly influencing trends and behavior alike. They are now dominating the scene, with their technology, diversity, and search for truth at the center of their characteristic behavior and consumption patterns. We have entered an era of acknowledgment of the importance of the environment, sexual and gender identities, multiculturality, and solid respect for others’ own singularities, which makes generational shifts more important and speeds up technological trends as well.
How to market to Gen Zs? Well, Instagram gave us a clear example of how things are done right. The Instagram campaign “This is a DM,” celebrates the creativity and self-expression of its users, without actually trying to sell them the platform.
The success of the advertising campaign might owe its success to how it showcased the way Instagram connects people to fight for causes they care about — like sustainability and equal rights. Plus, they featured a highly diverse cast, shot in a distinctly authentic social-media-friendly style.
This shifting of social norms on identity issues indeed creates new challenges for businesses, but also new opportunities: It is fundamental for businesses to understand and empathize with these new value systems, not only because members are potential customers, but because they are part of the current or future workforce and world shapers. Therefore you understand what makes these new urbane tribes tick, your business is on its way to success.