Posted: 08 Feb 2021 Contributor: Candice Groves
21 Essential Statistics About Gen Z That Will Help Marketers Win Their Trust In 2022
Generation Z includes anyone born between 1995 and 2012, making up a quarter of the U.S. population and one-third of the world’s population.
As digital natives, Gen Z has grown up scrolling, and with 24/7 access to online resources, they are fast becoming the most well-educated and self-reliant generation yet. In fact, 66 percent of Gen Z state they are using more than one Internet-connected device.
Considering these statistics, understanding Gen Z is critical when tailoring your marketing efforts. Eight seconds is the estimated attention span of a Gen Z, but this doesn’t mean they aren’t analyzing at a meaningful level. Instead, this hypercognitive generation can use their digital filters to quickly access whether a brand, product, or TikTok reel is worth viewing further.
What does Gen Z want from brands? With their early exposure to brands digitally, this means that marketing to Gen Z in 2021 and beyond needs to be strategic, relevant, authentic, and engaging.
Why is Generation Z important to marketers?
Considering that just over 2 billion people across the globe are Gen Zers, it’s crucial to understand Gen Z behavior to gain this demographic’s trust. You will not get their support if they don’t trust your brand or your products. This means that tapping into what drives the generation becomes an important part of your marketing research and strategy.
At their core, they tend to be more ethically conscious and ethnically diverse than previous generations. They look to brands that ensure sustainable sourcing, production, and labor. They prefer content that has real people, real sizes, and mixed cultures.
Authenticity and community-orientated attributes are important to Gen Z, with 97% of Gen Zers using social media to inspire and drive their online shopping habits. On this note regarding Gen Z social media usage, let’s take a look at a few fun facts about Gen Z and how they use social media:
- 65% of Gen Zers use social media daily.
- Snapchat, Instagram, and TikTok are their preferred social media platforms.
- 98% of this generation own a smartphone.
- Gen Z are digital natives, born in a time when technology thrives, and smartphones are a must – they’ve probably never used a landline either…
- 50% of the generation use social media as a news source.
In addition to this, research has found that Gen Z has a lot of power when it comes to making household decisions, resulting in almost $150 billion in collective buying power. This is definitely a group you want to tap into when it comes to your marketing efforts, although this is sometimes easier said than done.
Below are 21 essential Gen Z facts and statistics marketers should know in order to win their trust in 2022. Understanding this generation’s influence in the consumer market and implementing a marketing strategy with them in mind is vital to converting Gen Z into loyal customers.
- 88% of Gen Zers prefer omnichannel branded experiences.
- 61% of this generation are willing to pay more for products that are produced with ethical and sustainable methods.
- Gen Z are at the most diverse generation yet: 52% are non-Hispanic white, 25% are Hispanic, 14% are Black, 6% are Asian, and 5% are one or two more races.
- 56% of Gen Z are more likely to try a product or service if their favorite online influencer recommends it.
- 68% of Gen Z usually consider delivery times and options prior to completing an online purchase.
- Gen Z will make up 30% of the US workforce by 2030 and is estimated to increase their per capita annual expenditure by 70% between 2020 and 2025.
- Gen Z’s annual purchasing power is estimated as high as $323 billion in the US, with researchers believing this can grow by more than 4X when accounting for Gen Z’s influence within their household.
- Over 70% of Gen Zers influence household decision-making.
- At 59%, Gen Z have the highest rate of advertising recall.
- 66% percent of Generation Zers in a McKinsey survey believe that communities are created by causes and interests, not by economic backgrounds or educational levels.
- 68% of Gen-Z expects brands to contribute to society.
- 66% of Gen-Z says that product quality matters most to them when making a purchase.
- 61% of Gen Zers will look for a brand that treats their personal information with the privacy it deserves.
- 64% of Gen Zers will pay more for eco-friendly products, and 49% prefer to buy from local or independent retailers.
- A National Retail Federation survey found that 36% of Gen Zers would create digital content for a brand, 42% would participate in an online game for a campaign and 43% would participate in a product review.
- The same report discovered that 62% will not use apps or websites that are difficult to navigate and 60% will not use apps or websites that are slow to load.
- 23 hours a week are spent watching video content by Gen Z.
- 58% of Gen-Z is willing to pay more for products that are targeted to their individual personalities.
- 65% find value in loyalty programs and discounts.
- 41% of the generation have used their phones to complete a purchase.
- 40% of Gen Zers are influenced by what other people think.
Expert Tips for marketing to Gen Z in 2022
Now you have seen some of the significant gen z marketing statistics that reveal just how much the Gen Z consumer will influence the future of marketing, let's highlight some key tips for Generation Z marketing:
- When working with influencers, you must ensure that the chosen influencers share similar core values to your audience and advocate for similar causes to your brand’s mission statement. This way, Gen Z can relate and aspire to be like the influencer.
- Storytelling must be authentic, informative, and engaging. Gen Z can see through staged material and thus feels it is false and ultimately not helping to build an affinity with the brand.
- Create content with an 8-second attention span in mind. This doesn’t mean your content should only last for 8 seconds, because if you can gain the attention of a Gen Z in that timeframe, they will be happy to continue viewing/reading for much longer.
- Short-form video content like that posted on TikTok and YouTube shorts appeals to this generation due to their creative nature and short attention span.
- Gen Z market research shows that an omnichannel experience is desirable for brand awareness and engagement. Be active on popular platforms such as TikTok and Instagram and keep up with trends, experimenting with content creation to gauge traction from Gen Zers.
- Be vocal about your brand values and ethical and sustainable practices, with opportunities for Gen Z to engage with your initiatives develop a sense of trust between them and your brand.
- Gen Z technology statistics indicate that this tech-savvy generation is driving the Fourth Industrial Revolution by transforming the consumer journey.
Generation Z Marketing Strategies
Now that you have a good understanding of Gen Z and what makes this generation tick, we are going to reveal some of the best marketing strategies and approaches you can use:
Show your brand’s sense of humor
This is an obvious place to begin when marketing your brand to generation Z. after all, the majority of Gen Z want to get behind brands they see as “cool” or “fun.” This is why meme-centric and humor-based content is so popular on social media. Ryanair and Specsavers are two brands that do this particularly well.
The challenge you are going to face in this regard is keeping up with the speed of the Internet. If you post memes that are a month old, for instance, you risk coming across as dated.
Use time-sensitive posts to tap into their FOMO
When marketing to Gen Z, think about how you can tap into the audience's fear of missing out, otherwise known as FOMO.
When using Instagram Stories, for instance, you can drive time-sensitive engagement, ensuring you become a continual feature in the feeds of all of your followers via notifications.
Their new feature, known as Drops, gives businesses the ability to generate buzz ahead of any upcoming product or service launches, yet they are only available for a limited time frame.
Experiment with interactive content
Finally, a combination of interactivity and creativity is best when capturing the attention of Gen Z. In other terms, the younger generation wants to do something when they land on your posts, whether this is clicking, swiping, or tapping.
Take Instagram as a prime example. Interactive features such as sliders, stickers, and polls can add extra fun to your in-feed posts and stories.
Challenges When Marketing to Generation Z
There are a number of different challenges you can face when marketing to Gen Z. One of the issues you need to overcome is the fact that most people born in this generation find themselves continually moving between devices, from smartphones to laptops and game consoles. Therefore, you need to make sure that your marketing efforts and website perform optimally no matter what device is benign used.
One of the biggest issues businesses face is the fact that Gen Z has a very short attention span. It’s estimated to be around eight seconds. Because of this, you do not have time on your side when making an impact. You need to ensure that your adverts hit the mark straight away. You also need to ensure that you do not waffle and that there are not any lulls in your content.
Finally, Gen Z is not afraid to share their opinions. If they are unhappy with your service or they spot that you have made an embarrassing mistake on social media, you can bet your bottom dollar that they will bring it up. We assure you that they can screenshot something a lot quicker than you can hit the delete button! Because of this, you always need to act with due diligence, be cautious about what you post online, and manage client relationships.
Gen Z vs Millennials
You may be wondering how millennial marketing statistics differ from those about Gen Z. There are some significant differences between both, which is imperative because understanding this can help to drive your marketing efforts.
Naturally, Gen Z is a lot more tech-savvy. While millennials are competent with tech, they can remember a time without it being so heavily involved in their lives. For Gen Z, tech is all they know. They also have different attitudes to money, with millennials often putting their money into buying more services or products that will give them the best experience, while Gen Z is more focused on practical products and savings.
Some other key points to note are as follows:
- Both generations do not spend as much as previous generations
- Millennials pay attention to ads for a longer period of time
- Gen Z is more likely to make purchases on their smartphones
These points are important because they help you to understand your audience so that you can craft marketing campaigns that actually appeal to their buying habits and what matters to them the most.
It is a misconception that the short attention span of Generation Z means they are not making pragmatic, meaningful decisions. This generation has lived a life of hybrid connectivity between the physical and virtual worlds. As the Gen Z statistics show, can identify authenticity, navigate platforms, and source information faster and more accurately than any other generation.
Their moral compass embedded in them from previous generations, along with their interest in the environment's future and equality for all people, proposes they lean into brands that align with their values. Do you have any interesting Gen Z observations? Let us know in the comments below.
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