How Marketing Adapts to Gen Z (Zoomers)


Pew Research reports that Gen Zers had an estimated $360 billion worth of disposable income in 2021. Most of this income was generated from employment (full-time or part-time) and the rest from side hustles. In addition, funds from parents to Gen Z (zoomers) in the name of upkeep also formed a considerable part of the disposable income. This much income presents several opportunities for brands and retailers who are now realizing that convincing zoomers to buy a product is not a walk in the park. Strategies that were used to appeal to previous generations are simply not going to work.

Savvy companies ranging from apparel to food and even iGaming brands (targeting audiences aged 18+) like are already coming up with new and innovative strategies to draw in Gen Z consumers. No doubt, this generation is unlike any other before it, meaning that it is time to focus on methods that would actually be effective for this growing population of young adults. Furthermore, it has come to light that zoomers, as with any relatively young generation of any era, have entirely different habits and views on life and how to go about things than previous generations.

Having been born and raised in the digital age, it happens to be the most in touch with technology compared to Millenials and Gen X. Additionally, from the recent trends, zoomers have a balance between concern for social injustices as well as managing their personal finances. Marketers have therefore been busy findings ways to understand zoomers in a bid to come up with ways to accommodate them and reel them in using clever strategies. Read on to discover what marketers are doing to persuade Gen Zers into consuming different products and services.

Keeping It Real with Interactive Content

When marketing to Gen Z, authenticity matters above all else. As mentioned, this is a group that concerns itself with several issues and takes steps to try and voice their opinions. Thus, they are more likely to point out disparities and hypocrisies should they sense that. For zoomers, engaging with a product is not just a matter of visiting a site or seeing an ad and immediately making a purchase.

Most zoomers conduct a bit more research on the brand, the cost and the values held by the company representing the brand. Moreover, this is one generation that embraces ‘cancel culture’ with far more seriousness and is not afraid to express itself out loud or through decisive actions. Building trust with Gen Zers by demonstrating sincerity when addressing social issues means promoting causes that the brand truly believes in.

Making Use of User-generated Content

Part of coming across as authentic is showing evidence of actual end users of the product who can attest to its effectiveness. This is where user-generated content (UGC) becomes vital, as using real customers in marketing has a higher success rate than paid sponsorships.

UGC strategies are more effective as customers can share their experiences on social media. This can be encouraged by including challenges and contests where users can offer live feedback on the brand to collect information that can then be used in campaigns. As a result, conversion rates go up, and so does the revenue because UGC presents the following advantages to marketing campaigns:

  • Places customers at the front and center
  • Consumers trust UGC a lot more
  • UGC is an excellent tool for social proof
  • It is an effective supplement to brand content and could cut down on costs
  • User-generated content makes audiences feel the brand is open to having conversations with them
  • Boosts social media outreach.

Short-form Video Content

Gen Zers have earned the title ‘digital natives’ for good reason, the most obvious being the amount of time they spend on their screens, specifically on social media. However, this does not mean that posting hour-long videos would grab their attention and lead to higher conversion rates.

On the contrary, given that this demographic is always on the move both physically and digitally, they have a very short attention span. Usually, they don’t spend long on a piece of content. So, short-form videos with 30-second to 3-minute limits like on TikTok, Instagram Reels and YouTube Shorts are the most effective.

Understand Zoomers is the Secret Recipe for Success

Adapting a marketing strategy to Gen Zers starts with understanding how they think and what values they hold dear. This is the key to unlocking a whole world of possibilities from a population that is ready to commit to causes that have some semblance of meaning at individual and societal levels. In addition, brands looking to catch the attention of zoomers and win their loyalty must be aware of the difference between a product and an experience and how to merge the two to make your whole brand hard to miss.