It is a popular opinion that managing perceptions, marketing and communicating with the constituents of Generation Z is a flex, I am inclined to defer. Communicators, marketers and public relations specialists have to invest a reasonable amount of time in understanding people’s psychology, values, preferences, behavioural patterns and spending habits to be able to develop working strategies.
Even when the millennials are still the largest cohort of consumers with actual purchasing power, Gen Z is the next big generation who without a doubt are bringing tremendous spending power and influence to the table. In other words, it’s a demographic approaching adulthood and entering the workforce qualifying them as a viable consumer segment. Predominantly a unique group of young adults and teens who have never known life without the internet. This demographic cohort exhumes unique features and trends that every professional has to be well acquainted with. Summarily, Gen Zs are the first true digital natives, with a high entrepreneurial spirit, social consciousness, economic pragmatism, short attention span and both racially and ethnically diverse. In a fast-paced digital landscape, y’all professionals ought to tailor outreach strategies that align with the aforementioned unique values of Gen Z lest you struggle to capture attention and potential buy-in.
The consumption of information by Gen Zs greatly differs from the previous generations for they will many a time take in information via streaming services unlike traditional media channels, and that’s how fast-paced information flow is today.
The new crop of strategic communicators; will have to stay ahead of emerging platforms and trends, and embrace the unique attributes of Gen Z while subtly factoring in the broader attributes of the different generations. Only then shall we establish meaningful connections, and leverage the purchasing power and influence of Generation Z.
Elvin John Turibamwe 