Partnerize’s Miriam Tremelling just had a byline published in Internet Retailer, entitled 4 Ways Retailers Can Expand Their Reach with Gen Z.
Here is a snippet:
Millennials have been the darlings of marketing and media for the better half of a decade. But it may be time for them to pass the baton.
A new generation has taken root, wielding more potential buying power than any before them. Generation Z—those born in the mid-1990s thru 2011—will comprise 32 percent of the global population of 7.7 billion in 2019. That makes Gen Z an estimated 2.5 billion strong. Gen Z is also 20 percent of the U.S. population and will grow to the largest generation, at 27 percent of the total, by 2025.
Clearly, one of the most notable things about this group is that it is the first whose entire existence has been within the digital age. They’ve never known life without online, apps, mobile and instant communication. For this generation, being offline might only refer to when they are sleeping—if then. As retail marketers race to understand the psyche and capture the attention of this group, one way to get a leg up is by expanding and diversifying your connection with this audience through partnerships. Here are four ways to do this successfully.
Leverage the Right Influencers
Similar to the Millennial generation before them, Gen Z lives their life on social media, and their usage of certain platforms continues to grow. A recent study showed that Gen Zers say they have increased their usage of Snapchat and Instagram in the past year, 55 and 56 percent, respectively. They deeply value the opinions of their social community, seeking advice on most purchasing decisions. Sixty-eight percent of Gen Z internet users say they read three or more reviews before making a first-time purchase.
Given their heavy usage and capacity for content consumption on social networks, working in collaboration with their favorite influencers to connect your retail brand to their hearts and minds makes sense. That said, this group is not easily duped, and their attention spans are short. Brands must seek authenticity when partnering with influencers in order to make a valuable impression. Those creating branded content on your behalf must be natural extensions of your brand. If they are engaging with their audience in a forced way, Gen Z will not fall for it.
Read the rest of the article here.