50% of GenZ say they have control over their personal data

Selligent Marketing Cloud publishes a report on what brands need to do to communicate effectively with Gen Z. While brands have focused primarily on reaching millennials in recent years, with Gen Z there are more than just generational differences.

A new generation is emerging in the consumer market. Generation Z (born between 1997 and 2010) grew up with more access to technology than any before them. That doesn’t mean, however, that they are more obsessed or enthusiastic than their predecessors. With so much technology at their disposal from birth (from Instagram to Apple Pay), it’s no more a shiny item than a practical lifestyle. Their relationship to data is different, however, as privacy isn’t as high a priority for them as it is for other generations. In fact, half of Generation Z believe they have control over their personal data. It was already important for marketers to share relevant content with previous generations, but this notion becomes even more important with GenZ due to the level of personalization they expect … And marketers can rely on intelligence-based solutions. artificial to deliver that personalized experience. In short, this is a whole new generation of consumers that marketers must learn to communicate with. To guide their media and marketing strategies for years to come, brands need a fresh look at the generational differences that are reshaping the landscape, particularly regarding the growing influence of Gen Z.

Physical experiences matter

For brands, being present on digital and physical channels is no longer enough to reach new generations of consumers. Generation Z expects technology to improve their physical experiences rather than replace them.

Interestingly, this age group shows a clear preference for in-store purchases over millennials in several categories, including electronics (43% vs 37%) and apparel (43% vs 40%). Generation Z also visits physical stores more often than any other age group: 59% go to a store at least once a week.

Retailers must therefore reinvent the shopping experience by proposing phygital, i.e. the use by brands of both a physical (retail) and online (web / digital) strategy, adopting virtuous practices that appeal to this generation. The term often goes hand in hand with that of “digitization of sales points”: the merger between e-Commerce and physical stores.

An educated and skeptical audience expects more from the media

Rather than targeting traditional media brands, Generation Z is likely to seek information on a different set of social media platforms than previous generations. 49% also say they are more tempted to make a purchase after a post or advertisement seen on social networks than through any other channel (SMS, website or email). To search for information, this emerging generation turns to influencers on platforms like TikTok (23%, double that of other generations) or YouTube 49% (versus 37% of millennials).

“This generation grew up with social media and therefore can adapt to different formats and types of content. For this reason, brands have a unique opportunity to blend advertising and content strategies for this audience, as well as to create and integrate different points. of contact with their consumers, “said Anne Jarry, Marketing Director Europe and North America at Selligent. “In an environment of trust, delivering relevant messages, such as personalized videos embedded in a newsletter or live event on TikTok, is much more attractive to Generation Z than other generations. This generation offers brands a whole new approach and opportunity. that is worth grasping “.

The transformation led by Gen Z is upon us. Marketers who don’t evolve their strategies to engage this younger generation are already behind. Generation Z is different from its predecessors: they don’t consume information in the same way, they interact differently on social networks, and shopping has become a new experience for them. Marketers must therefore adapt! This is a generation that feels the need to control even more than others and therefore brands need to put the power in the hands of users to identify their preferences. It will then be much easier to define relevant content for these new consumers using their proprietary and zero data and AI analytics. Personalization is the best way to reach Gen Z.

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