Generation Z represents a segment of growing consumption, whose influence on the market continues to increase. This demographic cohort is distinguished by unique characteristics that redefine traditional marketing approaches. For companies, understanding and effectively attacking this generation has become a strategic imperative.
> Marketing and performance management strategy: the complete guide” align=”middle”/>
Who is the Z generation?
Generation Z designates people born between 1997 and 2012. This generation is characterized by native use of digital technology, greater social awareness and different consumption habits. It represents about 32 % of the world's population and has a growing influence on market trends. To better understand its place in the demographic landscape, it is useful to consult a complete table of generations.
Demographic characteristics of generation Z
Generation Z represents an important part of the world's population, even in France and the United States. In France, according to Insee, generation Z constitutes about 26 % of the active population, or almost a third of the world's population. This cohort is distinguished by its ethnic and cultural diversity, which reflects the country's demographic evolution.
In terms of education, France observes an upward trend at the level of study in generation Z. According to the Ministry of National Education, 86.7 % of the youth of this generation obtained high school in 2020, against 80.6 % in 2018. In addition, a growing proportion pursues a higher education, with 2,785,000 students registered in higher education in 2020.
Psychographic characteristics of generation Z
The main values ​​and concerns of generation Z focus on sustainability, inclusion and authenticity. A study reveals that 71 % of the members of the Z generation are actively trying to buy brand products that they consider ethical.
The attitude of gene generation towards technology and innovation is naturally positive. Born in a digital world, they are native users of emerging technologies. According to a KPMG study conducted in 2024, 60 % of the members of the Z generation think that artificial intelligence will have a significant impact on their personal life in the next two years.
Regarding the perception of brands and advertising, generation Z favors authenticity. A study shows that 82 % of the members of generation Z trust a brand if the images used in their ads represent real customers and are not retouched.
What are the consumption habits of generation Z?
Purchase preferences for gene generation range between online and physical trade. According to an IBM study, 98 % of the members of the Z generation prefer to buy in the store, but 76 % also use online trade regularly. The factors that influence the purchasing decisions of generation Z include product quality, online opinions and brand environmental impact. A First Insight study reveals that 73 % of the members of the Z generation are ready to pay more for sustainable products.
In terms of loyalty to brands, generation Z is more demanding than previous generations, favoring companies aligned with their ethical and environmental values. A recent study reveals that 80 % of the members of generation Z promote the purchase of used products, testifying their commitment to sustainability. In addition, they are ready to invest in better quality and more friendly products with the environment, even if this implies a higher cost.
How does gene generation interact with the media?
The use of social networks is omnipresent in generation Z. According to a global web index study, members of this generation spend an average of 2 hours and 55 minutes per day on social networks, with a marked preference for Instagram, Tiktok and Snapchat. Video and transmission content consumption is also very important. On YouTube, 15-24 year olds spend 98 minutes a day, replacing traditional television for this generation. In Tiktok, users spend an average of 38h38 per month, more than double than on YouTube (4:50 pm).
The attitude towards digital advertising is favorable, with preference for personalized content. It is more likely that a third of generation Z will get involved with social networks ads than on traditional websites.
7 Marketing tips and strategies to attack generation Z
1 – Promote authenticity and transparency
The alignment between brand values ​​and those of generation Z is important. Companies must communicate transparently about their practices and commitments. This approach strengthens the trust and fidelity of this generation that values ​​the honesty and integrity of brands.
2 – Adopt a multichannel focused on mobile
A coherent presence on different platforms is essential to achieve Z generation. Optimization for mobile experience is essential, because most members of this generation consider their smartphone as their most important device. Therefore, a fluid omnicanal strategy is essential.
3 – Create visual and interactive content
The use of short formats such as stories and real It is particularly effective in capturing the attention of generation Z. The integration of augmented reality and filters can also increase commitment. These innovative formats allow a more immersive interaction with the brand.
4 – Collaborate with microinfluencers
Associations with niche content creators offer very high authenticity and credibility. The influence selection criteria must include the alignment of the values ​​and the authentic commitment of their audience. This approach allows a more personal and sincere connection with the target audience.
5 – Emphasize social and environmental responsibility
Communication on the durable initiatives of the company is essential to gain the confidence of generation Z. Community participation in social causes can strengthen commitment. This generation is particularly sensitive to social and environmental problems.
6 – Customize customer experience
The use of AI for personalized recommendations can greatly improve the purchase experience. The importance of product customization should also be considered. Generation Z appreciates unique experiences adapted to their individual preferences.
7 – Promote CO -CREATION AND COMMITMENT OF THE COMMUNITY
The request for community opinions and ideas can create a feeling of belonging. The organization of virtual and physical events can strengthen links to the brand. This participatory approach responds to the desire that generation Z gets involved and understands by the brands it admits.
The author's advice
To create your personality from generation Z and succeed in your strategy, you must stay attentive and adapt constantly. This generation evolves rapidly, and what works today could be obsolete tomorrow. Place an active clock system on trends and behavior of generation Z, and do not hesitate to experiment with new approaches. Agility and the ability to pivot will quickly be your best assets to maintain a relevant connection with this demanding and influential audience.
Examples of marketing campaigns aimed at generation Z
Dunkin 'Donuts X Charli D'A Amalio
This collaboration with Charli D'A Amalio, Estrella Tiktok with more than 150 million subscribers, perfectly illustrates a successful influence strategy. The launch of the signature drink “The Charli” It generated a 57 % increase in applications discharges and a 20 % increase in freezing coffees from day one. The brand has also broken its daily user record in its mobile application.
Domino's Digital Pizza Advent Calendar
For the holiday season, Domino's deployed an exclusive interactive campaign in its mobile application. Every day from December 1 to 24, users discovered new exclusive offers and surprises, thus strengthening the digital commitment of the brand. This initiative is part of the brand's continuous digitalization strategy, which now has more than 400 points of sale in France.
Crocs in Tiktok
The brand has transformed its unconventional image into a marketing asset with its #CROCTOK campaign. By encouraging users to share their personalized styles, Crocs has generated a viral commitment to Tiktok. This authentic and uninhibited approach allowed the brand to reach more than 824,000 subscribers and 5.5 million I like on the platform.
Bodyform #meandmyperiod
This educational campaign on Instagram has created a safe space that allows women to share their experiences around reproductive health. By favoring authenticity and transparency, Bodyform has managed to build a compromised community while normalizing conversations around the rules.
ELF X Liquid Death
This unexpected collaboration between a brand of cosmetics and a water company in the can has marked the spirits. The limited edition set “Corps Paint” Limited sold in just 45 minutes. The campaign generated 6.8 billion media impressions thanks to conventional and humorous communication.
To go further, discover how to develop an effective marketing strategy by consulting the Ultimate Marketing Guide or discover Free Hubspot Marketing Software
