Gen Z has killed demographic targeting, so what next?
1 February 2018
Breaking traditional methods of segmentation have been necessary in order to engage Gen Z consumers as they transition into adult buyers.
Traditional forms of segmentation do not work as Gen Z are more socially conscious and resistant to stereotypical representation of gender and race.
Today, brands and organisations are tasked with identifying consumers by their behaviour, which requires more research and touch points to engage with the Gen Z market more effectively. With mobile and digital being the primary channels for Gen Z, marketers, advertisers, and brands need to know which channels and platforms their audiences are engaging with most to be successful.
Facebook and YouTube are identified as the two main platforms Gen Z interact and engage with most, followed by Snapchat and Instagram due to their short form content format.
Influencers, micro-influencers and peer recommendations are recognised as the easiest way to integrate within social lives versus straight forward advertisements.
As this demographic grows into higher purchasing power positions, we will see less campaigns developed based on traditional segmentation standards and instead, focus on what people’s needs are, what their values are, what they like and what they do.