Marketing to Gen Z vs. Millennials

Generation Z (Gen Z) and Millennials are rapidly changing our culture, workplace, and our world. These two generations have ushered in a new era of technological advancement and adoption. Gen Zers and Millennials encountered many of the same challenges as they entered adulthood and share some similarities in terms of beliefs and values. Smartphones, the Great Recession, social media, the Global War on Terror, and the COVID-19 pandemic left lasting impacts on these two young adult generations - events that influence Gen Z and Millenial attitudes towards organizations in all sectors. 

Generational science - the practice of segmenting people on the basis of age who share attitudes, behaviors, experiences, and priorities - can provide organizational leaders with insights on how to best reach generational cohorts. When incorporated in a responsible, informed manner, this type of research can improve the results of marketing campaigns. Organizations that understand the attitudes, behaviors, experiences, and priorities of Gen Zers and Millennials will be better positioned to connect with these generations in an efficient, effective way. 

Millennials and Gen Zers are two distinct generations. 

While Gen Zers and Millennials are somewhat close in age range and share some characteristics, they are two distinct generations that demonstrate key differences. Understanding who these two generations are, what they value, and how they engage the world can help organizations develop a Gen Z and Millennial-friendly marketing strategy. 

Who are Millennials?

Millennials are the generation born between the years 1981 and 1996. In 2022, Millennials would be anyone between 26 and 41 years old. This generation is the largest generation in American history. While no more Millennials are being born, this generation continues to grow in the United State through immigration. Interestingly, immigration is adding to Millennials more than any other generation in the United States, and it is expected to peak in 2033. 

Millennials are noted as being the most educated generation in American history, as defined by the completion of college degrees. While noted as being especially tech-savvy, many Millennials remember a world without smartphones - a life experience that is notably different from the true digital natives of Generation Z. Millennials were previously lauded as being the most ethnic and racially diverse generation in American history; however, Generation Z has recently outpaced the Millennial generation on this front. 

Who are Gen Zers?

Born between 1997 and 2012, Gen Zers are currently the youngest adult generation in the United States. In 2022, Gen Zers were 10 to 25 years of age. While Millennials are typically children of Baby Boomers, Gen Zers are typically the children of Gen Xers. Gen Zers are more likely than Millennials or Gen Xers to have at least one parent with a bachelor’s degree. This generation is expected to emerge as the most educated generation in American history by the time all Gen Zers reach adulthood. Additionally, Gen Zers grew up in wealthier households on average than their Millennial predecessors. While Gen Zers may have been impacted second-hand by the Great Recession, the effects may have been second-hand experiences presented as “economic cautionary tales” by their predecessors. 

Generation Z is a generation of true digital natives. Approximately 95% of Gen Zers own a smartphone, and nearly half of the generation spends ten hours a day on mobile devices. Given that Gen Zers are currently aged 10-25, it will be interesting to see how this technology usage changes as the generation ages, enters the workforce, and starts families. Generation Z has the highest social media usage rates among the adult generation; however, they tend to patronize different social media apps than older generations. 

Gen Z vs. Millennials Marketing Strategies

Generation Z and Millennials require organizations to think outside the traditional advertising box and integrate engaging outreach strategies into their marketing mix. What worked to recruit Baby Boomers and Gen Xers may not be as effective at recruiting Millennials and Gen Zers - generations that have grown immune to traditional advertising through years of bombardment of commercialized agendas. Millennials and Gen Zers are frequently observed to “tune out” traditional advertisements, scrolling past the pitch without giving the information onslaught a second thought. Organizations that want to engage these young adult generations should focus on meeting Gen Z and Millennials where they are, with the type of content to which they are receptive.

Here are four tips for Gen Z vs. Millennials marketing strategies:

Prioritize the right social media platforms. 

Every generation has its favorite social media platforms. For Millennials, top social media usage focuses on Instagram and LinkedIn. Gen Zers tend to focus their efforts on social media apps that offer more ephemeral (“disappearing”) content, such as Snapchat and TikTok. Marketing campaigns that are effective will distribute content on the social media channels frequently by their target audience. Thus, if your organization is trying to connect with Millennials and Gen Zers, Facebook may not be the best social media platform to prioritize. Instead, evaluate ways your organization can integrate a multi-platform social media strategy into its multi-generational marketing plan.  

Develop Millennial and Gen Z-friendly marketing content. 

Marketers don’t have much time to capture the attention of Millennials and Gen Zers. Millennials are reported to have an attention span of 12 seconds, while Gen Zers have an attention span of 8 seconds. From a marketing perspective, this means organizations have just a few seconds to “hook” the target audience before they scroll past. Shortened attention spans influence what type of content is likely to be most effective. Long-form content, such as lengthy blog posts, journal articles, and conference presentation recordings, may not be as effective in capturing Millennial and Gen Z attention as would short-form content, such as videos and stories posted to social media. When developing marketing content, evaluate ways you can incorporate short-form content into your marketing strategy. 

Recognize generational differences. 

Millennials and Gen Zers are not the same. While close in age, they experienced different life events at different times in their lives - a development that distinctly shaped their paradigm around cultural norms, consumer behavior, and demonstrated belief systems. 

Here are a few key differences between Millennials and Gen Zers:

• Millennials are noted as being very cost-conscious, while Gen Zers are observed to increase their income when an item they wish to purchase is too expensive. 

• Millennials are prolific documentarians of their lives online, and are less concerned about privacy than their Gen Z counterparts. 

• Millennials prefer social media apps that support curated, filtered content, while Gen Zers prioritize social media apps that offer a more authentic experience, such as BeReal. 

Cultivate trust among target audiences.

Millennials and Gen Zers do share a decline in trust in organizations, including government agencies. Lack of trust in established institutions can result in widespread consequences for the organizations and the communities they serve. Additionally, a lack of trust can negatively impact the results of a marketing campaign. If the target audience doesn’t trust the organization, they are not likely to respond positively to the campaign’s call to action. Thus, organizational leaders should prioritize the cultivation of trust among target audiences alongside marketing strategy development and delivery. 

According to the 2022 survey, Americans wanted the federal government to be “more accountable, more efficient with resources, more transparent, and more responsive to public input.” Recommendations by the Partnership for Public Service included strategic messaging and responsive communication strategies. When used effectively, social media can be an excellent tool for showcasing the important work of a public sector organization. Successful marketers will utilize social media to tell the story of the organization, humanize the brand, and demonstrate impact. This type of digitally-facilitated organizational transparency and messaging can go a long way in restoring trust in the organization.

Be responsive to generational trends. 

Generational trends change with time. As people age and encounter new experiences, their perspectives and priorities evolve. Millennials and Gen Zers currently constitute the 10-41 year old demographic in the United States. They are starting their careers, growing their families, and reaching life milestones generally associated with young adulthood. As Millennials and Gen Zers age, we’re likely to observe changes in consumer behavior and technology usage. While it's difficult to predict how these patterns will evolve over time, it is important for organizational leaders to stay up to date on relevant generational trends as they occur, and modify their marketing strategy. 

Learn more about Gen Z and Millennial Marketing:

If your organization is looking for a partner to provide marketing consulting services, contact Becker Digital. We specialize in going beyond the screen and engaging diverse communities in a meaningful way. All of our work is customized to the organizational client’s needs.

Becker Digital is a CVE-verified Service-Disabled Veteran-Owned Small Business (SDVOSB), SBA-certified HUBZone Business, and Virginia SWaM-certified (Micro, Small, and Service-Disabled Veteran-Owned) Business. 

Contact us to schedule a complimentary call and learn more about how marketing strategy can enhance your organization’s mission.