Tech Viewpoint: Three Gen Z marketing tips from Gen X
For effective Gen Z marketing strategies, retailers should look back to the age of grunge and flannel.
According to a recent article from Bloomberg, Gen Z consumers display traits much more similar to Gen Xers (who in many cases are their parents) than millennials or Baby Boomers. As a proud member of what is often referred to as the “forgotten generation,” I’m happy to hear we may yet have a lasting impact on society, even if it is through the influence of our progeny.
Retailers often lump Gen Z and millennials together in their marketing efforts. But here are three tips from a guy who saw Pearl Jam before they were headliners on how Gen X marketing tactics can help retailers reach the newest (and biggest) generation of shoppers.
DIY is A-OK
Whether it was starting a band, making a film, or even building a website, Gen X was all about the do it yourself (DIY) ethic. At the time, teen and 20-something Gen Xers were often derided by Baby Boomers in their 30s and 40s as “slackers,” but in reality, they preferred to do things on their own at their own pace.
Retailers marketing to Gen Z consumers should devise omnichannel campaigns that cater to this “bootstrap” mentality. Rather than simply provide targeted recommendations based on past behavior, let Gen Z shoppers build their own assortments and tell you what they like. Gamification can be a big draw, especially if it involves flexibly solving challenges where there may be more than one “right” solution. Like Gen X before them, Gen Z shies away from rules more than effort.
Jonesing for indie
Related to Gen X’s love of doing things for themselves was a preference for consuming content and products from other DIYers. Grunge pioneers Nirvana and Soundgarden started out on independent record label Sub Pop, while groundbreaking film directors Quentin Tarantino and Kevin Smith began at small film studio Miramax.
Today’s retail marketers can learn most about indie marketing from what happened when Warner Bros. and Disney bought major stakes in Sub Pop and Miramax, respectively. They kept them as separate divisions and other than increasing their budgets and production values, largely left them alone.
A good current example of this approach is how Amazon’s handles its Gen Z-oriented video streaming platform Twitch, which began life as an independent startup. Twitch has a separate website with no overt Amazon branding other than a small link to Prime in the top toolbar, and a busy layout that would give most over-40 consumers a headache. Perfection.
Isn’t it ironic
I should also briefly mention that although Gen Zers may not have exposure to great ironic cultural touchstones of the 1990s, such as "The Simpsons" or "Seinfeld," they still feel the downstream effects of the decade’s philosophy of detached cool. Social media posts that are syrupy, “feel-good,” or overly sincere will not gain traction with Gen Z consumers.
Social media lends itself to text and visual content that is succinct, snappy and sharp. Follow those guidelines in your social media campaigns. Unbridled optimism is so 1980s.
According to a recent article from Bloomberg, Gen Z consumers display traits much more similar to Gen Xers (who in many cases are their parents) than millennials or Baby Boomers. As a proud member of what is often referred to as the “forgotten generation,” I’m happy to hear we may yet have a lasting impact on society, even if it is through the influence of our progeny.
Retailers often lump Gen Z and millennials together in their marketing efforts. But here are three tips from a guy who saw Pearl Jam before they were headliners on how Gen X marketing tactics can help retailers reach the newest (and biggest) generation of shoppers.
DIY is A-OK
Whether it was starting a band, making a film, or even building a website, Gen X was all about the do it yourself (DIY) ethic. At the time, teen and 20-something Gen Xers were often derided by Baby Boomers in their 30s and 40s as “slackers,” but in reality, they preferred to do things on their own at their own pace.
Retailers marketing to Gen Z consumers should devise omnichannel campaigns that cater to this “bootstrap” mentality. Rather than simply provide targeted recommendations based on past behavior, let Gen Z shoppers build their own assortments and tell you what they like. Gamification can be a big draw, especially if it involves flexibly solving challenges where there may be more than one “right” solution. Like Gen X before them, Gen Z shies away from rules more than effort.
Jonesing for indie
Related to Gen X’s love of doing things for themselves was a preference for consuming content and products from other DIYers. Grunge pioneers Nirvana and Soundgarden started out on independent record label Sub Pop, while groundbreaking film directors Quentin Tarantino and Kevin Smith began at small film studio Miramax.
Today’s retail marketers can learn most about indie marketing from what happened when Warner Bros. and Disney bought major stakes in Sub Pop and Miramax, respectively. They kept them as separate divisions and other than increasing their budgets and production values, largely left them alone.
A good current example of this approach is how Amazon’s handles its Gen Z-oriented video streaming platform Twitch, which began life as an independent startup. Twitch has a separate website with no overt Amazon branding other than a small link to Prime in the top toolbar, and a busy layout that would give most over-40 consumers a headache. Perfection.
Isn’t it ironic
I should also briefly mention that although Gen Zers may not have exposure to great ironic cultural touchstones of the 1990s, such as "The Simpsons" or "Seinfeld," they still feel the downstream effects of the decade’s philosophy of detached cool. Social media posts that are syrupy, “feel-good,” or overly sincere will not gain traction with Gen Z consumers.
Social media lends itself to text and visual content that is succinct, snappy and sharp. Follow those guidelines in your social media campaigns. Unbridled optimism is so 1980s.