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Marketing to Gen Z and millennials might seem like it’s one and the same. For the most part, they both like the same things, right? Alright, they take jabs at each other often, from skinny jeans to broccoli haircuts, but they’re still similar, with similar beliefs, right? After all, they both grew up with the internet, they’re both tech-savvy, and they share similar values like a preference for authenticity and a strong stance on social issues.
But here’s the kicker: despite their similarities, the way you market to these two groups needs to be distinct. While sure, sometimes it gets burned, such as younger Millenials and older Gen Z, other than this small group, the two generations are still pretty different. If you’re wanting to double your revenue then you have to understand how vastly different they both are! So, with that all said, let’s dive into why treating them as identical can be a big mistake.
Different Digital Natives, Different Platforms
All right, so needless to say, millennials were the pioneers of social media since they witnessed the rise of platforms like Facebook, Instagram, and Twitter. They’ve grown up with these platforms and are pretty comfortable with long-form content. Gen Z, on the other hand, was practically born with a smartphone in hand (well, depending on the age, of course). They’re all about Snapchat, TikTok, and Instagram Stories—platforms that prioritize short, snappy, and visually engaging content.
So, if you’re marketing to millennials, you can afford to take a bit more time with your content. For example, you’re going to want blog posts, detailed product reviews, and longer videos to capture their attention. As for Gen Z, however, you need to be quick and to the point. They’re scrolling fast, and you’ve got mere seconds to make an impression. This means that you’re going to want to think of memes, short video clips, and punchy, relatable content.
There’s the Role of Humor and Engagement
Both generations appreciate humor, but the style and delivery need to be tailored. Millennials enjoy clever, witty humor that often has a bit of a nostalgic twist. Even when it comes to merch (branded by businesses or not) like mugs, stickers, or even shirts, there’s usually something witty, cute, silly (like puns), or relatable. For the most part, it’s been like this for millennials of all age ages (young and old millennials and probably older Gen Z, too).
Now, Gen Z’s humor is more absurd, meme-based, and often surreal. They appreciate brands that can keep up with the fast-paced, ever-changing landscape of internet humor. Because of this, it’s harder to put these on print (like a shirt, for example). Instead, it might be best to look into engaging with trending memes and participating in viral challenges, which can make your brand more relatable to them.
There’s the Aspect of Authenticity vs. Transparency
Both generations value authenticity, but they interpret it differently. But how does that even work? Well, millennials appreciate brands that are genuine and sincere. But Gen Z takes this a step further—they crave transparency. They want to know everything about the brand, from the ethical sourcing of materials to the company’s stance on social issues.
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