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Marketing to Gen Z

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A collage of photos featuring a young woman, a man sliding on skates, and a young man staring at the camera.

Would you believe we consulted Rolling Stone for this blog? We did. 

Everyone wants to unravel the mystery of Gen Z, totaling some 68 million people, Gen Z (the oldest of which will turn 24 this year) makes up roughly 20% of the U.S. population. F*ck we’re old.

Gen Zers are progressive, more racially and ethnically diverse than the generations before them, and on track to be the best educated generation. This generation also avoids labeling themselves, is radically inclusive and takes time to evaluate all of their options before committing to a purchase.

We like them but marketing to them is complex. According to PR Daily, even tech giants have a hard time appealing to this generation. Facebook has a Gen Z problem. Instagram has a Gen Z problem. Even Netflix has a Gen Z problem. Side note: Maybe Netflix should stop asking if we’re still watching…we are, no need to shame us.

Marketing to them, requires companies to put in the work.

Traditional Marketing Doesn’t Work

Release the death grip on the brochure, it’s time to move on. Brochures are out, visually appealing digestible content is in. Gen Z wants to watch what they want, when they want and they want it available NOW. Content needs to be bite-sized, interactive – think TikTok. The social platform is overflowing with Gen Zs,  with over 680 million users worldwide and 25% of TikTok users in the US between the ages of 10-19, TikTok is a vital component of any brand’s strategy to connect with Gen Z.

Bye, Bye Celebrities

Gen Z wants to hear from influencers their age, they can’t relate to celebrities and view them as fake (don’t we all). According to MarketingDive, Gen Z is almost twice as likely as millennials to make a purchase based on a recommendation of an influencer. As a brand, this means you need to find influencers who are a fit for your product. They should have a natural affinity for your products or services. Let Gen Z talk to Gen Z.

One Size Does Not Fit All

A spray and pray approach is not gonna work for Gen Z. They LOVE personalized content and ads. Hell they train their algorithms by clicking, watching, liking and sharing the content they want to see more of. Use data to determine how to segment and communicate with the various subgroups within Gen Z.

Gen Z has some pretty high standards and you need to earn their trust. They won’t tolerate brands that have no social conscience. They have to believe in your product and company before they’ll ever consider buying from you.

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If you ever need proof that personal brand matters...Kim got to see the @nasaartemis II launch in person as a direct result of her Big Deal Energy™.

You need to work hard, show up authentically, and provide value. That was her message to a room full of students and young professionals at @western_michigan_pmi`s theProject Collegiate Competition.

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Open post by 8thirtyfour with ID 18045223601588457
If you ever need proof that personal brand matters...Kim got to see the @nasaartemis II launch in person as a direct result of her Big Deal Energy™. You need to work hard, show up authentically, and provide value. That was her message to a room full of students and young professionals at @western_michigan_pmi's theProject Collegiate Competition. The Big Deal Energy™ Workshop is on June 23. Register at the link in bio.

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Link in bio to learn more.

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Open post by 8thirtyfour with ID 18012680507839574
Employers think Gen Z is lazy, entitled, and will quit the second things get hard. That perception is keeping you out of the room before you ever get a chance to prove otherwise.The good news is, you can flip the script, but it will take some serious work and a personal brand, or as Kim Bode refers to it: Big Deal Energy™.Kim is speaking at theProject™ Collegiate Event, hosted by the Project Management Institute Western Michigan Chapter on April 14. She'll cover how to build a personal brand that actually sounds like you (not ChatGPT) and how you can show your value through social, content and networking. Link in bio to learn more.

No one talks about how lonely it is to own a business. The tough decisions land on you, the business doesn`t pause when you need a break, and nobody - not your employees or your spouse - really gets it.

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Open post by 8thirtyfour with ID 18115092436709128
No one talks about how lonely it is to own a business. The tough decisions land on you, the business doesn't pause when you need a break, and nobody - not your employees or your spouse - really gets it. If you know a business owner, tell them they're doing a good job. It matters more than you know.

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Open post by 8thirtyfour with ID 18078804740143427
The growth stage is the hardest part of building a business. Kim was recently quoted in @corpmagazine on what she sees running the Women's Entrepreneurial Fellowship: women who have built something, survived the hardest part, and are still doing everything themselves. The natural tendency to be humble and attached to their work creates unique business challenges for women; they put up walls because they can't be vulnerable. Meanwhile, when a woman CEO needs growth capital, she compiles three years of tax returns before a bank will schedule a meeting, while her male competitor closes the same deal over drinks.When women have access to the right resources, they grow and invest back. Full article at the link in bio.