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5 facts about Gen Z and why they matter for your marketing

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As Gen Z enters the market, we’re learning more about them as consumers. Turns out, they’re quite the powerhouse of spending. This generation of digital natives is tech savvy, socially conscious, and – sorry, Gen Z – a little impatient.

But what does all this mean for your marketing? Let’s look at 5 shocking statistics about Gen Z consumers and how this insight into their behavior translates into a meaningful impact on your business. We’ve also included some tips to help you get started marketing to this generation.

defining the different generations

Don’t make the mistake of lumping Gen Z and millennials together. They’re distinct audiences, so develop your content accordingly.


1. Gen Z accounts for 40% of global consumers

A significant portion of the consumer pie is Gen Z, and comes out to around $150 billion in spending power, according to a report by Mckinsey. That’s a lot of potential dollars on the table for your business.

Why this matters for your marketing efforts

If you want to be profitable well into the future, you’ll need to learn how to capitalize on Gen Z spending. Whether or not Gen Z currently accounts for a large portion of your company’s purchasing, more members of this generation will be coming to age over time. Keep an eye out and be prepared for Gen Z consumers when the time comes.

If you already know Gen Z is buying and consuming your products or services, then optimizing content for them can help unlock massive revenue potential. Marketing is all about knowing your audience, so the better you understand Gen Z, the better chance you have at earning them as customers.


2. 75% of Gen Z most frequently uses smartphones over other devices

A report from IBM on Gen Z customers found that mobile was the device of choice for the generation. As younger members of Gen Z – who often only have access to a desktop – get old enough to have their own smartphones, we can expect that number to climb even higher.

Mobile is the device of choice for Gen Z

Why this matters for your marketing efforts

When we do the math from Fact #1, this means that a large portion (30%) of your potential customers are Gen Zers viewing your content from their smartphones. Not to mention that millennials and other generations also view content from their phones. So, what does this mean for your business? Your content must be optimized for mobile devices!


Tip: what you can do

Optimize every piece of content for mobile. Just because you’re writing your blog or developing your website on a desktop doesn’t mean that’s how your potential customers are going to encounter it. This means proofing your blogs, eBooks, video, website – everything – on smartphones before publishing. You can even take it a step further and improve mobile functionality by adding things like a chat function for issue resolution or product questions.


3. 60% of Gen Z won’t use an app or website that loads too slowly

In addition to making sure your content is mobile-optimized, you’ll also want to ensure your content is loading quickly. The same IBM report found that 60% of surveyed Gen Zers won’t use an app or website that’s too slow to load.

60% of Gen Z won’t use an app or website that’s too slow to load

Why this matters for your marketing efforts

Speed matters. Gen Z has a short attention span – in fact, they’ll only pay attention to content for 8 seconds (that’s 4 less seconds than millennials). This means you have limited time to hook your Gen Z audience, and first impressions count. Work with your web or app developer to make sure the tech powering your content is up to speed!


4. Gen Z logs on to social media for 2 hours 55 minutes each day

This infographic from Global Web Index (republished by the World Economic Forum) charts social media usage by generation. The same report also found that Gen Zers are using social networks and search engines equally for product research.

Why this matters for your marketing efforts

The time Gen Z is spending on social media is nearly 20 minutes longer than the average millennial, and over an hour longer than Gen X. They’re also using this time to find information about products, brands, and services online.

This means if social media isn’t already part of your marketing strategy, it probably should be, especially if you’re looking to attract a Gen Z audience. It also means the time you put into your social marketing should be on par with the time you’re spending on SEO.

Check out our blog on underrated Instagram features that can help you grow your audience and boost engagement


Tip: what you can do

Include social icons with links to your profiles on your content, email signatures, and anywhere else you’re connecting with prospective customers. Marketing’s Rule of 7 says folks need to receive your message seven times before buying, so encourage them to follow your social accounts to receive that message in different formats.


5. 9 in 10 Gen Z consumers believe companies have a responsibility to address environmental and social issues

This statistic from Mckinsey should come as no surprise, as Gen Z has often been dubbed the “socially conscious generation.” They’re well educated, racially diverse, and opinionated, and want the brands from which they shop to reflect their values.

90% of Gen Z consumers believe companies have a social responsibility


Why this matters for your marketing efforts

Gen Z wants to know what you do and why – and they’ll hold you accountable to your promises. If you’re honest and transparent in your marketing, then you shouldn’t be afraid to proudly promote the good that your company does. Doing so can help you build an emotional connection to your Gen Z audience and establish yourself as a trusted, beloved brand.


Tip: what you can do

Showcase your company values! A company’s About Us page is the most important element on their website, according to a recent HubSpot survey. Use this page as an opportunity to showcase your story, your values, and your commitment to social and environmental issues.

Promote your responsibility on your social media, too. Consumers in general – not just Gen Z – care more than ever about how companies treat the communities in which they operate. Telling this piece of your story online can also help you stand out from the competition.

Ready to take on Gen Z marketing, but not quite sure how to get started? Tell us what you need today! We’d be happy to put together a strategy and develop content to generate Gen Z demand. There’s no better time than the present to grow your business.