Knowing what savvy, younger audiences care about matters greatly.
As of 2020, Gen Z account for $143 billion in spending power, and the Millennial generation accounts for another $1.4 trillion. Designing marketing that appeals to a younger, politically savvy, and socially/environmentally-conscious audience is the way to building a long-lasting brand.
Here are some dos and don’ts.
Do: Have a Brand Purpose
Young people are more socially and environmentally aware than previous generations. In a nutshell, they care about our world.
And 61% of millennials are worried about the state of the world and feel personally responsible for making a difference.
To appeal to a younger demographic, have a brand purpose that goes deeper than just economics, and improves the world in some way.
Don’t: Ignore the Mobile Experience
Reportedly, 73% of Millennials and 65% of Gen Z use their smartphones to make online purchases.
Optimize the mobile experience by creating bite-sized content geared towards mobile consumption (think vertical mini-videos, Instagram, and Facebook stories) and making the checkout process as easy as possible.
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Do: Be Human and Authentic
Young people today have a deep distrust of traditional marketing that relies on gimmicks and pushy sales tactics for promotion – they’re a turnoff. Be open, honest, and authentic to build a connection with younger audiences.
Don’t: Play Fast and Loose with Consumers’ Privacy
Generation Z places a high value on privacy and the security of their data.
Whenever you attempt to collect data, be as transparent about what data you are collecting and have an updated Privacy Policy in place. Commit to keeping consumers’ data safe, and don’t ask for more information than you absolutely need.
Building marketing strategies that appeal to younger audiences can be tricky. Wicked Bionic can help you create culturally relevant marketing that will connect with multicultural and younger audiences. Reach out to us today for more information.
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About the Author
Dana C. Arnett, Founder and CEO of Wicked Bionic, spent 30 years in the entertainment business before starting the agency in 2015. The Los Angeles-based multicultural communications and advertising agency works with government and private-sector clients on strategic marketing and engaging media campaigns. Dana has always loved learning from other cultures, and that curiosity became the foundation for how Wicked Bionic approaches culturally responsive marketing – building authentic connections between organizations and the communities they serve.
