Email marketers trying to engage Gen Z may have to cope
with some behavioral changes, judging by a new survey by the online news portal Brooklyn Chatter and Macias PR.
For one, they are tired of working at home.
For
another, they seek to make a change in the world, and it’s clear that they expect companies to want the same. Here are the job descriptions that motivate them:
- Make a difference in the world — 62.5%
- Earn a lot of money — 15%
- Freedom to create my own
hours — 15%
- Gain power by influencing people — 7.5%
That said, 47.5% feel their generation is being prevented from achieving wealth. Another
27.5% agree that if you work hard, you can achieve anything. And 25% feel capitalism should be replaced.
When the pandemic ends, Gen Zers hope to:
- Split time between the
office and remote locations — 53.61%
- Work full-time at an office location — 28.35%
- Travel and put career on hold — 15.46%
- Work remotely full-time — 2.5%
What does all this mean to the email business?
"There's a lot of mixed messages around Gen. Z and their emails," says Mark
Macias, marketing strategist and founder of MACIAS PR. "Some research shows they don't use email as often as older generations but I find that hard to believe. Gen. Z is glued to their phone and
they're likely getting alerts with each incoming email."
Macias continues, "Emails are top of mind, but that doesn't mean they are engaging with them. When it comes to email marketing to Gen.
Z, your message needs to be focused. This group of consumers doesn't waste time filtering through the message. They want to hear the message and purpose quickly."
Brands using email should "make sure the story and sell come quickly because they'll know within seconds whether to keep reading," Macias concludes.
Meanwhile, the Gen Z cohort is also not interested in life on the farm. They see themselves as living in these locales over the next two to three years:
- Big city — 65%
- Back home — 12.5%
- Abroad — 12.5%
- Small town —
10%
Gen z’s first choice for social media is Instagram—61.54% use it. Instagram is followed by TikTok (23.08%), Twitter (10.26%) and Reddit (5.13%). Zero percent
list Facebook as their first choice.
Brooklyn Chatter and Macias PR surveyed 2,240 respondents in Gen Z (ages 18 to 24).