6 things you must know to reach Gen Z

Auugh! Don’t tell us there’s another generation out there with its own marketing rules. Fear not. You’re going to have fun reaching out to these kids.

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Oh, no! Just when you’ve sweated out a strategy for dealing with those millennials, along comes Generation Z.

No, this is not the last generation of humans on earth (we hope). The moniker is shorthand for those kids who help you figure out your smartphone or new HD TV when you’re stumped. Born after 1998, they represent consumer spending of $44 billion.

Angela Fernandez, vice president of strategic and creative planning at Ketchum, offers advice on how to reach them in a Ragan Training session, ” Video’s 8-Second Rule: How to evolve your social media strategy to reach Gen Z.”

They are technologically connected, Fernandez says, as well as independent, entrepreneurial and “less susceptible to vices” than their elders. (Give them time.)

The Gen Z set doesn’t yet have the reach of millennials—those aged 19-35—who make up a third of the U.S. population and represent $200 billion in consumer spending. But the youngsters’ influence is rapidly growing, and it takes a different kind of communications and marketing to speak to them.

Here are some pointers:

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