Generation Z—those who follow Millennials—includes people born between 1998 and 2015.
Sometimes known as the Digital Natives (or the iGeneration), this is a demographic that rivals that of the entire Millennial generation, comprising 70 million people in the United States alone.
Gen Z currently includes people in their early twenties and many teenagers with substantial discretionary income. If you want their patronage, your marketing needs to appeal directly to their needs.
Who is Gen Z? Here are a few defining characteristics:
- They are more racially and ethnically diverse than any other generation.
- They are on track to be the most well-educated generation.
- Individuals in Gen Z have little or no memory of the world as it existed before smartphones.
- Their attention span is around eight seconds.
- Many people in Gen Z are competitive, entrepreneurial, and financially-focused
- Gen Z views time as a valuable asset, and your business needs to work hard to earn this commodity.
Also, because they are so plugged in, this group of people is exemplified by passion and collective action. Here are some phrases that capture this mindset:
“We care about our world. We care most about the humans in our world.”
“I am extreme in all that I am and all that I do. This, I believe, will break down walls and invite inclusion for all.”
Do you want to speak directly to the hearts of Gen Z? When it comes to marketing (and direct mail in particular), there are several things you can do to break through:
1. Try Interactive Print Ads
This generation wants an experience, so stretch yourself to create fun and useful campaigns.
Interactive print ads are one option. Take this ad. Here, Glacial beer crafted a unique magazine ad – made from salt-embedded paper – that also functions as a bottle chiller. (Readers can tear out the ad, soak it in water, wrap it around a beer, and stick it in the freezer to chill their beverage in half the time this would typically take.)
Want to go even bigger? Try mailers or brochures with embedded video cards. Here, the mini video automatically starts playing when a mailer is opened.
2. Combine Sharp Designs with Easy Ordering
Since Gen Z has a short attention span, your design needs to grab attention and convey the message quickly.
Get straight to the point with punchy headlines, bold colors, and symbolic images. Be as creative as possible or get lost in the crowd.
Gen Z wants to purchase online, so allow them to do this from their mobile device. Embed QR codes or short URL’s in your mailing so they can scan your mail piece to make a swift, convenient purchase.
3. Post-Rave Reviews
With the world at its fingertips, Gen Z has the luxury of being picky.
Override their doubts with reviews of your product or service by real, relatable people like them. Use at least one testimonial in your mailing and 4-5 on your website.
4. Aim for the Bulls-Eye
Want to cut through the clutter with your message?
Because they use a minimum of three social media channels per week, Gen Z has no patience for marketing that is irrelevant to them. Collect precise data so you can target key customers with the right offers at the right time. This upfront investment is essential to your success.
Direct Mail with a Direct Message
Finally, remember to be real.
As the most woke generation ever, Gen Z can smell a fake a mile away. In all your marketing, define your distinct brand voice and share it across every channel. Put people in focus and invite customers to be part of your story. Mail that does this is compelling and “direct” – in more ways than one!