Generation Z and Digital Marketing: How To Find the Right Approach


    Generation Z is a new and growing audience of people born in the 2000s. It is to them that the attention of the entire marketing sphere is now focused because in a few years, the representatives of this generation will become the main and most active audience of customers for many companies.

    Unlike millennials, who are called digital pioneers, the young Generation Z are those who have been connected since birth and spend up to 6 hours a day online. They have their own values, a radically different worldview, and a different attitude to problems.

    Characteristics that unite the “zoomers”:

    • born between 2000 and 2012;
    • are digitally savvy;
    • have been using computers and smartphones since childhood;
    • are active on social networks;
    • communicate mostly online;
    • tend to enjoy what they do;
    • are characterized by a desire for continuous self-education;
    • are financially constrained, many tend to be frugal;
    • save, are rational;
    • rarely buy expensive, over-publicized products;
    • have a poor attitude to the pressure and information noise created by advertising;
    • refuse loans and other financial obligations to banks;
    • like socially responsible brands.

    Most members of the generation are still studying in schools, colleges, and universities. But already teenagers are beginning to actively change the usual world order. Some of the “zoomers” have entered the labor market. They are ready to spend money on new experiences and impressions: they willingly buy travel vouchers, subscriptions to online movie theaters and streaming services, and educational products.

    They also like ethically produced goods that contain natural ingredients and are not harmful to the environment. The top spending categories of the Z-generation include shoes, clothes and cosmetics, and gadgets. But these consumers are least involved in routine purchases of household appliances, household goods, and food products. The most valuable selection criteria for them are convenience, practicality, and safety.

    Quality of goods for Z customers

    Generation Z is a world away from Millennials and Generation X. It requires a completely different approach that emphasizes the value of a product or service to promote your best deals.

    The majority of Generation Z is interested in product quality. This means they are willing to pay more, especially if the product is made of premium materials and lasts a long time, and the service is trusted worldwide and has positive reviews.

    Generation Z is a world away from millennials and Generation X. It needs a completely different approach that emphasizes the value of a product or service. Zoomers are also looking for smooth experiences and transparency in both offline and online spaces. Ease of use, minimalism, no hidden fees, and attention to the customer are important qualities of brands for Zoomers.

    In addition, brands that contribute to the environment and society have a better chance of appealing to Generation Z. Specifically, this generation is interested in social issues such as higher education, economic security, physical and mental health, racial and gender equality, civic engagement, climate change, and so on.

    This means that companies that demonstrate concern about global issues, such as implementing separate waste collection, have a better chance of earning the trust of consumers.

    Social networks

    Social networks are the main channel of Zoomers’ presence. This is where they spend at least a third of their total time online. If an online store does not have an Instagram account, Facebook, or its own Youtube channel, it is urgent to create one. Otherwise, it will be hard to reach the younger generation.

    It is a good idea to start maintaining company pages on social networks and encourage the audience to subscribe to brand communities: regularly publish interesting posts, stories, motivational viral videos, talk about news, post announcements, make reviews of new products and popular goods, and keep an eye on social media analytics.

    Each social platform needs an individual approach. Facebook prioritizes informative publications, Instagram is a demonstration of ambitions, Twitter represents fresh and relevant news, Tik Tok – is a creative manifestation.

    Selecting the content format

    Most typical millennials don’t mind reading long posts with lots of lists, tables, and charts. However, members of Generation Z prefer visual content such as videos, images, infographics, quizzes, polls, interactive tools, games, comics, and visually appealing quotes. Additionally, adding subtitles to the videos can increase the watch time and boost engagement.

    Video and interactive content are their favorites, so it’s best to focus on these two content formats to start with.

    Not all types and formats of video content work equally well for Zoomers. One really effective example is vertical video. National Geographic, Spotify, Mercedes-Benz, and Netflix use this type of video for their commercials and other content.

    In addition, social media platforms that focus on vertical content have become social media giants for Generation Z.

    Today, it’s not easy to create content that catches the attention of your target audience and makes them want to watch the entire piece. Hire a content writer to get best content for your audience. A millennial’s average attention span is 12 seconds, while a Zoomer’s is 8 seconds. Short attention spans mean that Generation Z doesn’t respond well to pop-ups that are impossible to skip. They also avoid long, irrelevant commercials. Formats such as bumper ads on YouTube are best suited for this generation.

    Interactive content

    Zoomers want to be engaged. That’s why personalized messaging works so well. This type of content keeps viewers on the page longer by engaging them in a specific activity. Users rate pages with interactive content more positively than pages without it.

    An effective technique is interactive shopping, which can move users along the conversion funnel. An example of interactive shopping is Adidas NEO showcases. They connect to customers‘ mobile devices and do not require any QR codes or an app. And don’t neglect the power of using SMS to really engage with your Gen Z audience—you can use existing samples of texts to help you know what kinds of messages you can send.


    Young people are characterized by a short attention span. Therefore, retargeting is an important aspect of attracting Generation Z consumers. It helps to remind about forgotten and overlooked information, to keep the loyalty of the audience, to achieve sales.

    Retargeting should be realized through media advertising, social networks, and banners. But it is recommended to limit the frequency of such messages. Excessively frequent communication tires potential buyers and is perceived as pressure. “Zoomers” expect from brands not direct sales, but sincere care and help.


    Tomorrow, today’s teenagers will be the most active category of buyers in e-commerce. To successfully sell goods and services to the Z generation, online entrepreneurs must adapt in advance to the habits and needs of young online consumers. Start now: pump up social media, keep up with current trends, share sincere and engaging stories, and utilize gamification. Emphasize openness, brevity, valuable personalized content, and recommendations from opinion leaders. This is guaranteed to put the company at the top of the brand leaderboard among teens.