GenZ Buyer Personas and How to Market to them?
Millennials and Gen Z make the most influential consumer groups right now. For most brands, members of these groups fall into their target audience. Their combined purchasing power forecast is nearly $250 billion. Though both these generations of buyers depend heavily on online reviews to make purchasing decisions, Gen Z consumers are more difficult to reach. Honestly, marketers have been trying to understand the somewhat unpredictable behavior of GenZ consumers without much success. The thing is, with GenZ, you cannot make assumptions. You can learn more about them by listening to their online chatter, though. The data is abundant because the members of this group have been netizens from almost the time they left their cradles. The data shows potential GenZ buyer personas. Based on these, we have a few tips on how to strategize your marketing efforts.
Guide to GenZ Buyer Personas
For this generation, the internet and the digital world have been a part of life since the beginning of time. For them, information travels fast and wide. They are a generation who have also been raised in a more progressive society. All these impact their judgment, even as consumers of products/services and information.
If you were to set up a social listening tool for audience segmentation, you would see the different personas from the GenZ group. And looking at the characteristics, it makes sense because it relates to the socio-economic background.
Basing our study on the demographics, interests, and top trends highlighted by the word cloud, here are some insights we drew.
The Prominent Personas
There is a reason why we are discussing this when we should discuss marketing strategies. If you wish to get your message across you, have to align it to the core values of this generation. GenZ can mostly be divided into seven groups.
- Digital Natives: They know how to filter information and access data they require from online sources. Extremely tech-savvy.
- World Changers: GenZ members are growing up in a world that is at the brink of collapsing thanks to climate change. Members of this generation show a drive towards sustainability, clean energy, and other ways to save the planet.
- Adventurers: GenZ members also show a strong desire to travel around the globe. Knowing about interests like these can help you develop a strong message for your brand and make it relatable for this target audience.
- Entrepreneurs: With an explosion in population and limited job resources, members of the GenZ community are turning to the idea of being self-employed.
- Gaming Fans: Being digital natives, most of these youngsters have built a career online. Some of them are even using gaming platforms like Twitch to earn a living.
- YouTubers/Influencers: Like gamers on Twitch, there has also been a rise in the number of YouTubers/influencers from this generation.
- More accepting of LGBTQ+: This generation has been raised in a more progressive society and is more accepting of the LGBTQ+ community than any others. More members of the GenZ group identify as LGBTQ+ than any others.
- Fashion Forward: This generation is also fashion-forward. They are ready to try out new trends, sustainable clothing lines, et cetera. Study their choices well if you are a fashion brand trying to reach them.
How to Market to GenZ?
As confusing as they might seem, marketing to GenZ is not that difficult. Mainly because this generation talks on social media, all you have to do is pay attention to the conversations happening online. The members of this group are youthful, energetic, cause-driven, and business-minded. They are globally curious, wish to explore more, and believe in making the world a better place.
We looked at the word cloud for what’s trending in their age group. The top keywords seemed to be related to #Travel, #MarchForOurLives, #KPop, #Bitcoin, #Fitness, #Entrepreneurship. This youthful generation is ready to take control of their finances. Children as young as 17 years are already running successful youtube channels and earning millions.
Use these insights to build your marketing campaigns. Examples of brands already doing this are available in plenty. Imagine Dragons (An American Pop Rock Band) combined musical interests with other interests like politics and LGBTQ+ during Loveloud Tour, and it became a massive success.
Airbnb too has started with its cause marketing campaigns. They have associated their brand with various causes. Airbnb’s open house campaign became a success and the brand received 119000 mentions for natural disaster relief. If you listen to these conversations, you will be able to identify the scope of where you can fit in within the circle. After all, it is an entire generation you are targeting here. If you wish to cut through the noise, you will need to deliver your message their way. Hopefully, this guide to GenZ buyer personas can help you understand some of their unique interests and preferences.