Generation Z (today’s teens and 20-somethings) account for $143 billion in spending power, and the Millennial Generation accounts for another $1.4 trillion. Designing marketing that appeals to a younger, politically savvy, and socially/environmentally-conscious audience is the way to building a long-lasting brand.

 

Here are some dos and don’ts.

 

Do: Have a Brand Purpose

Young people are more socially and environmentally aware than previous generations. In a nutshell, they care about our world.

55% of Generation Z choose brands that are eco-friendly and socially responsible, according to a study by the National Retail Federation and IBM.

And 61% of millennials are worried about the state of the world and feel personally responsible for making a difference.

To appeal to a younger demographic, have a brand purpose that goes deeper than just economics, and improves the world in some way.

 

Don’t: Ignore the Mobile Experience

Reportedly, 73% of Millenials and 65% of Generation Z use their smartphones to make online purchases.

Optimize the mobile experience by creating bite-sized content geared towards mobile consumption (think vertical mini-videos, Instagram, and Facebook stories) and making the checkout process as easy as possible.

 

Do: Be Human and Authentic

Young people today have a deep distrust of traditional marketing that relies on gimmicks and pushy sales tactics for promotion – they’re a turnoff. Be open, honest, and authentic to build a connection with younger audiences.

 

Don’t: Play Fast and Loose with Consumers’ Privacy

Generation Z places a high value on privacy and the security of their data.

Whenever you attempt to collect data, be as transparent about what data you are collecting and have an updated Privacy Policy in place. Commit to keeping consumers’ data safe, and don’t ask for more information than you absolutely need.

 

Building marketing strategies that appeal to younger audiences can be tricky. Wicked Bionic can help you create culturally relevant marketing that will connect with multicultural and younger audiences. Reach out to us today for more information.

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