“Believe it or not, Gen Z is entering its prime working years. The 13- to 24-year-old cohort’s spending power is estimated at somewhere between $29 billion and $143 billion, easily eclipsing that of the millennial generation.
But marketers trying to make Gen Z grab their wallets can’t default to the marketing tactics that worked with millennials. This notoriously particular generation isn’t interested in Facebook ads littered with OMGs and LOLs. No, marketers must meet Gen Z consumers on their social channels at the right times and with campaigns the generation cares about.
The channel conundrum
Marketers learned a powerful lesson with millennials: New generations have little interest in the channels their parents prefer. But while millennials and Gen Z can agree that streaming video is the way to go, the latter group is more interested in bite-sized visual media like YouTube, Snapchat and Instagram than their older peers.
Surprisingly, however, Gen Z seems to consider visual media the main fare and social interaction the side dish....