Editor’s note: Shahla Hebets is founder and CEO of Think Media Consult based in Denver, Colorado.
There has been a lot of talk and misperception about marketing to Gen Z and Millennials lately. OK Boomers anyone? While this sentiment is dismissive of the older generations, it speaks to the common misunderstanding between the generations. Let us not forget that Gen Z and Millennials are unique. They don’t fit well within stereotypes. They, in reality, abhor them. They reflect the thoughts of the current times and culture that has seen massive changes to what was once the status quo; the planet, politics, employment, education, you name it. It’s no wonder that marketers have challenges putting these generations into a branding box. They’re complex, but as with all things, insight starts with understanding. As we embrace the holiday gift-giving season, marketers would do well to truly appreciate the thoughts, attitudes and purchasing decisions of these generations if they hope to have a merry New Year. Here are three buying drivers for Gen Z and Millennials in 2019.
Eco-conscious takes center stage
Eco-consciousness will take center stage with gift giving this year. Gen Z and Millennials are extremely socially aware, and the environment is on the top of their minds and shopping lists. In fact, 76% of Millennials and Gen Z said they have purchased a brand or product to show support for the issues the brand supported, according to a DoSomething Strategic study. Smart marketers will use this as an opportunity to promote and curate environmentally friendly merchandise. They should also create sustainable gift guides as well as bundle products specifically geared toward the eco-conscious consumer. Items such as reusable water bottles and bags; organic and natural skin care products; and sustainable outdoor clothing would make for an alluring offering to individuals constantly on the go. These generations think of brands as a reflection of their personal brand, and their personal brand is all about the environment. Being good to the environment will be a top priority this gift-giving season and will undoubtedly drive their purchasing decisions. Brands should be prepared to answer the call by offering attractive eco-friendly gift options.
Unique experiences drive purchase intent
Savvy marketers should also tap into Generation Z and Millennials’ desire for enriching personal experiences. They seek experiences that feel unique to them such as intimate cooking classes in the back of a restaurant or on a family farm. These generations love the idea of being the first to experience something truly distinct. The good news is that there are so many captivating opportunities from a marketing perspective, such as a personalized spa service where they teach you a DIY massage technique. Think of it as providing a better experience via education or inspiration. Another noticeable opportunity is in the travel and hospitality space. Brands could showcase their creativity by crafting customized weekend getaways with one-of-a-kind tours such as skiing the backcountry followed by après ski at a snow-hut where guests can sample the best local microbrews and fare. The possibilities are endless and sure to be a winner with Millennials and Gen Z. After all, according to a recent Deloitte study, 57% of these generations list travel and seeing the world as a top aspiration. During the holiday season and beyond, brands would be wise to remember that this generation expects customized, thoughtful experiences and they have the purchasing power to support them.
Technology is on the wish list
While Gen Z and Millennials adore their experiences, and championing social causes, they also have grown up with technology as a way of life. This generation is massively tech savvy. This equates to gifts such as wireless earbuds, wearable technology and the latest in safety devices being on the top of their holiday wish list. The most desirable devices will likely be a reflection of social media and influencer marketing. Clever marketers will need to use both to create the right amount of holiday buzz. They will also need to provide a seamless shopping experience because above all, Millennials and Gen Z demand convenience, speed and ease when it comes to purchasing online, and increasingly that expectation has moved offline. Brands would be wise to follow Target’s lead by offering online and offline integration with an easy-to-use shopping App.
Gaining their business
Generation Z and Millennials are largely misunderstood generations. their attitudes and behaviors are different than those of previous generations, and they expect marketers to know that. If your brand wants to capture these customers, a little understanding and effort will go a long way in gaining their business this holiday season and beyond.