Research on Gen Z increases as they graduate and enter the workforce. The biggest misconception is that they’re just another type of millennial. In fact, they look like the generation raised during the Great Depression.
And while they may share an addiction to technology and a short attention span with the millennial crowd, some Gen Z trends are remarkably different. It could just include their views on home ownership and the American dream — while millennials seemed to have overwhelmingly rejected those things, Gen Z could be surprisingly mainstream. We’ll be keeping an eye on them as they begin to enter adulthood. For now, your marketing strategies will need to be adjusted accordingly.
Try to get them on the phone?
Unlike Millennials, Gen Z doesn’t prefer all the digital interactions available. They are more likely to use one-click calling features, especially after texting or chatting first.
Once on the phone, however, the Gen Z cohort is more likely to quickly hang up, curse the person on the phone, or become frustrated if there’s no immediate answer.
In a world where there are multiple channels of communication with a business, Gen Z seems to crave a more personal touch.
But they are more impatient to wait for it.
Why is it important?
This impatience and short attention span is linked to the fact that Gen Z is the hippest group ever. “Gen Z consumers can talk to a customer agent, research everything the agent says, and simultaneously tweet about how good or awful their experience was,” Sabrina Gravlee, head of analytics at the Marchex Institute.
Millennials, who prefer to make even large purchases digitally without any in-person or phone contact, made many people think this was a trend that would change everything, and permanently. No parking lots, no cashiers, no person-to-person sales. And it could still happen. But research on Gen Z suggests a balance may finally be struck.
Maybe millennials were the polar opposite of their baby boomer parents, and now we’re right back in the middle.
On-fleek marketing strategies
Either way, companies would be wise to consider a hybrid approach as Gen Z becomes a bigger part of their consumer base.
Some sources predict that they will have more purchasing power and be more willing to spend than the generations that preceded them.
“The sooner businesses can understand Gen Z patterns and preferences, the sooner they can gain a foothold with this next wave of consumer growth and secure their own success,” says Gravlee.
Businesses that adapt quickly to their younger potential customers will have a head start as we see Gen Z becoming consumers.
See the full report here.