Statistics show that on a global average, internet users grew by 86% over the past year alone. Currently, e-commerce comprises almost 20% of all retail profits laying bare the reality that a lot of money can be made.
Brands increasingly want to find ways to penetrate various age groups online by catering to their preferences. For instance, Baby Boomers have remarkably different tastes than their predecessors, mirroring the current behaviors of Millennials and Generation X. However, newer age groups enjoy distinct tastes, with Gen Alpha being the youngest. So hereʼs what you should know about how to click with Gen Z and Gen Alpha.
Gen Z and Gen Alpha
Frequently classified as “post-Millennials”, Generation Z are those born from the mid-1990s to the mid-2000s. They are currently teenagers and young adults in their early twenties. The oldest members belonging to this age group are in college, about to graduate, or freshly entering the workforce.
Generation Alpha is a significantly younger demographic with those born around 2010. Therefore, most of this age group are still babies, toddlers, or are waiting to be born. The oldest members in this age group are around nine years old. The term “Gen Alpha” was brought up by a leading researcher who estimated that 2.5 million Alphas are born each week. This generation will comprise 2 million people by 2015.
Appealing to Gen Z and Gen Alpha
According to recent statistics, Gen Zʼs love to shop online. Only over half (56%) peter to shop in a physical outlet over the past six months. Indeed, 30% of them browse ads for products on social media. Brands will try to connect to Generation Z and Gen Alpha through a similar approach. Both of these generational groups have significant technology exposure giving them a tech-savvy edge. If youʼre brand is looking for an image boost in the eyes of these groups, here are some techniques how:
Authenticity is Paramount
Generation Z and Gen Alpha genuinely care about the word. They are very aware of the social, economic, political, and environmental issues faced by todayʼs society worldwide. According to a study conducted by the National Retail Foundation, almost 60% of Gen Zs are highly selective and prefer brands that are socially responsible, eco-friendly, and cruelty-free. Brands wanting to strike a chord with these groups need to demonstrate a set of values resonating with social and environmental factors, and commit to creating a positive impact on communities and societies. These sorts of values transcend money and profit – and should all be represented in the brandʼs core message and positioning.
Here are a couple of approaches brands can take to cultivate an authentic image appealing to the new generations:
- Authenticity: Revisit your roots and core values as a brand by tackling questions like: Who are you? Whatʼs your objective? What do you stand for? Whatʼs your brandʼs corporate social responsibility?
- Accountability: Be proactive. Actively answer customerʼs questions when your brand faces scrutiny or setbacks.
- Consistency: Create a powerful, inspiring, and unique brand manifesto as a general handbook to refer to all sorts of marketing strategies.
Capitalize on Web Experience
Recent studies show that over 94% of brands view personalization of the online experience as a major key to success. This is especially true when it comes to engaging younger audiences. Data is widely available for brands to make use of means to find ways to personalize consumerʼs experience.
Here are a few ways that brands can personalize their user experience to reach out to Generations Z and Alpha:
- Website: Improve customer experience by using their browsing and location data;
- Retargeting: Create a set of retargeted ads that appeal to users encouraging them to return to your website, shopping cart, etc..
- Social Media: Personalize social media messages by directing interesting with visitors through functions such as chatbots, personalized gifts, and bespoke videos.
Use Social Media to Amplify Engagement
In order to effectively connect with Gen Zs and Gen Alphas, your brand should simplify ways the website visitors can share your brandʼs content by using links on your website. Top brands are currently finding ways to build a bridge over to younger audiences on different social media channels. Facebook is reaching out to Gen Alphas with its new Facebook Messenger Kids, the latest messaging app. However, numbers show that Instagram is still the most popular app among teenagers and young adults.
Streamline the Shopping Experience
Brands should come up with more ways to streamline the shopping and checkout experience for Gen Z and Gen Alpha. For instance, they can log into websites via their social media accounts. In addition, be straightforward about additional fees, such as shipping, and simplify all the steps needed to complete the shopping process.
Here are a few ways that a brand to take advantage of privacy:
- GDPR compliant: Ensure that customers know how you will deal with their personal data. As a rule, add privacy features to all your digital assets and websites;
- Partner with trustworthy providers: Brands need to exercise utmost vigilance when it comes to choosing third party consumer data providers. This is vital for business expansion – however, breaches or mishandled data will result in negative backlash for the brand image;
- Be committed to security: Numbers show that just 51% of businesses take their customersʼ data seriously. Brands need to step up and show that theyʼre fully committed to implementing strict compliance for data privacy.
What is Unique About Generation Alpha?
Generation Alpha demonstrates a number of unique attributes. They have been growing up in the digital world and are more adept with all things digital. A large number of these children are considered tech-savvy and plays an influential role in their millennial parentsʼ purchase behavior.
Children belonging to Gen Alpha have emerged as the strongest brand advocates in influencer marketing. They are called “kid influencers” and are endorsing brands on social media even as toddlers.
Recent studies found out that Gen Alphas are set to have the longest life expectancies in histories. They will also be the most educated and wealthiest demographic. It is certainly high time for brands to start planning about how to attract and create brand loyalty with this exciting young group.
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