• by Melanie Shreffler , Columnist, October 15, 2015

Millennials have taken a lot of flack in recent years for being a self-indulgent generation, absorbed in themselves and their digital devices. They’ve been a challenge to workplace managers, governments, and marketers alike, as their generational attitudes and behaviors are often misunderstood. As a result, companies are excited to start talking and selling to Gen Z, who are generally hailed as a realistic, conscientious, hardworking group. While these characterizations are true, Gen Z, like every generation before them, also displays traits that worry their elders and will challenge marketers afresh.

Buy, Buy Social Media

Millennials gave rise to the attitude that if something doesn’t get posted on social media, it’s like it never happened. Armed with the belief that “You are what you share,” they displayed their activities, achievements, and random opinions online, contributing to their navel-gazing reputation. While Millennials felt compelled to share their lives on social media, Zs are living their lives online. They have friendships that begin (and remain) on Instagram, and they livestream events to feel a part of the crowd. Social media is central to their lives, and as true digital natives, they feel an inherent need to stare at their screens. This has taken on new implications for businesses that must find compelling ways, beyond simply advertising, to inhabit these spaces in order to reach teen consumers. To Zs, if a company doesn’t conduct business on social media, it’s like it doesn’t exist. Instagram isn’t only a place to hang out with friends, it’s also a place to window shop and even buy the coolest products. Essentially, social media is the new mall, and brands must have a storefront there to win young consumers’ patronage and compete with sprouting businesses like Shop Jeen.

Beyond Words

Millennials are notorious for using abbreviations and emoticons in their communication—and have even been known to transfer these habits to their professional and school writing, much to the horror of their bosses and teachers. Zs aren’t exactly big fans of formal writing either, particularly with the number of emojis, animated gifs, and digital stickers at their disposal. Whereas 4 in 10 Millennials prefer to communicate with pictures rather than words, that number jumps to 53% of Zs, we have found. They’re in too much of a rush to take the time to spell things out, much less patiently read an ad message. To capture their attention and get their point across, marketers need to adopt the same casual attitude and consider, when relevant, forgoing words when a picture or symbol will convey their meaning and add to the conversation.

Digital Distractions

As the number of devices at their fingertips has grown and the number of apps on those devices continues to multiply, young consumers’ attention is constantly divided. This trend started with Millennials, who brought the second screen to TV viewing and interpersonal experiences alike, but Zs are taking it to a new level. They are multitasking wizards, seamlessly shifting their attention from one app to another and even learning to look someone in the eye while texting someone else on their phone. This not only makes it difficult to get and keep their attention, but it also affects their sense of story and humor. Zs have an affinity for incongruity and quirkiness, which, like their constantly shifting focus, keeps things feeling fresh and interesting. Marketing messages must reflect this same unique unexpectedness and provide a wow factor if brands hope to interest today’s kids and teens.

Gen Z, like every generation that has gone before them, are challenging the status quo and will leave their mark on the world. While certain characteristics make them a more welcome consumer target, others make it harder to reach them. And just as it did when Millennials came to the fore, the marketing industry will need to readjust (again) to accommodate their behaviors and expectations.