We’ve all heard it; “Generation Z is taking over the world”. Those born between 1995 to 2015 are estimated to make up 40% of the world’s consumer market as of 2020. From the perspective of a business, this may contribute to a large portion of your potential market. With that much power wielded in the hands of the Gen Z’ers, they are quickly becoming one of the most influential cohorts of shoppers. As such, it is important for brands to pay close attention to what they value.
The average Generation Z shopper holds social awareness and loyalty programs in high regard, but what they value the most is personalized experiences.
Personalized Experiences Mean a More Loyal Customer, Regardless of Your Industry
According to a survey conducted by CrowdTwist, 75% of the Generation Z population are willing to share their personal information in exchange for a personalized experience. Finding ways to incorporate a personal touch or a genuine connection to each and every shopper is exactly what the average Gen Z’er is looking for. This alone can encourage them to remain loyal to your brand for a much longer period of time.
Regardless of the industry you are in, you have a one-way ticket direct to the current leaders of the consumer market. If you are providing a service, tailor your product carefully to the wants and needs of each of your customers. If your brand sells one product in particular or a variety, provide customized choices and the freedom to go one step further in getting their dream product.
Understand Your Brand and Don’t Get Too Personal
When we say “personalized experiences” it’s important to consider who your brand is and what you offer. There is such a thing as too personal, and we have seen a few examples of what not to do as marketing strategies have evolved.
A great example of a personalized experience gone wrong is when U.S. retailer Target sent personalized emails based on their Pregnancy Test Prediction Score. The emails arrived shortly after an individual purchased a pregnancy test. The idea was simple, anyone who purchased a pregnancy test was more likely to require additional maternity items. The problem is that not everyone wants pregnancy email notifications popping up on their phone. Target stepped outside of who their brand is which then resulted in a personalized experience that went too far. Epic fail.
Keep Understanding Your Brand, and Strategize
Position your brand somewhere between a perfectly curated personalized experience and avoiding a PR nightmare.
A fantastic example of a product-based company that is offering personalized experiences to their customers is Nike. Not only do they create sought after apparel and accessories, but they allow their shoppers to start from scratch and design a shoe that is entirely theirs. All the way down to their initials on the back… This unique approach to a personalized experience stays true to Nike’s brand.
Another example of a brand taking personalization to all the right places is Grammarly. The writing assistance service that caters itself towards anyone from students, to content creators, to business professionals offers weekly insights for each of their customers. Their customized reports break down each user’s progression, areas that still need improvement and much more. That type of personalized detail for a consumer is top of the list, especially for a Gen Z’er.
Be the Brand that Pivots to Create New and Innovative Personalized Experiences
Figure out what area you can bring a personalized experience to your brand and test it. Not everything you try will be a homerun but eventually, something will stick, and you will hit it out of the park. Not sure where to start? Our team can help you strategize.
Personalization is the new competitive advantage that will make a customer stop and take a second look. This is the future of marketing and it is how modern companies will find success. With this knowledge in hand and an outlook towards the future, only one question remains: don’t you want to be the brand who changed the game?
Thoughts or questions on marketing to Generation Z? Leave them in the comments section below!
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Article Written by:
Dean Horsfield
Founder of Little Bear in the Forest | Digital Marketing Agency
Connect With Dean on LinkedIn 
