Generation Z, born between 1996 and 2010, currently captures the keen interest of marketers striving to understand what drives this enigmatic demographic, notes Mali Motsumi-Garrido, sales director at Tractor Outdoor.
Colloquially known as Zoomers, this generation, comprising roughly a quarter of South Africa’s population, are true digital natives. They have grown up with the Internet seamlessly integrated into their daily lives, making them hyper-informed and perpetually connected.
Their identities have been heavily influenced by social media, with 44% of Gen Zs spending a significant amount of time on these platforms. The volatile political and economic landscape, alongside the impact of the Covid-19 pandemic, has also played a crucial role in shaping their worldviews.
The environment that has nurtured Gen Z has significant implications for media consumption. This generation has lived an entirely on-demand lifestyle. Whether they need a ride from Uber, groceries from Checkers Sixty60, or food delivery from Mr Delivery, it’s instantly available. When they want to listen to their favorite song, they turn to Spotify, which not only provides the song but also curates playlists based on their preferences. Their favorite shows are binge-watched on Netflix, eliminating the need to wait for weekly episodes.
This on-demand lifestyle has profoundly shaped their expectations and behaviors. So, what does this mean for marketers? Let’s delve into what matters to Gen Z:
Authenticity is Crucial
Growing up in the influencer era, Gen Z has become skeptical of inauthentic endorsements. Research indicates that 84% of them have lost trust in influencers, while 86% are more likely to purchase a product recommended by a friend rather than a paid influencer.
Sustainability is a Priority
Over half (54%) of Gen Zs avoid products from non-sustainable brands, and 66% make brand choices based on their beliefs. Furthermore, 43% prefer to support companies that give back to society. They expect brands to genuinely embrace sustainability, with 51% believing that if a brand does not communicate its sustainability initiatives, it likely isn’t committed to them.
Indifference Towards Ads
Having been bombarded with digital advertisements from a young age, Gen Z is at best skeptical and at worst indifferent to traditional advertising. An overwhelming 99% are prepared to skip ads, and 63% use ad blockers regularly.
A Turn Towards Offline Experiences
Interestingly, despite their digital upbringing, over 50% of Gen Zs are exploring ways to limit their screen time. Activities like reading books, spending time outdoors, and enjoying digital-free date nights are becoming increasingly popular.
The Impact of OOH Advertising
This shift towards offline engagement is mirrored in their advertising preferences. The top four channels through which Gen Z prefers brands to communicate are:
- Point of sale
- Sponsored events
- Out-of-home (OOH) media
- Digital out-of-home (DOOH) media
OOH advertising proves particularly effective, with 72% of Gen Zs recalling an outdoor ad, 60% subsequently visiting the brand’s store, and 49% following the brand online.
OOH advertising aligns well with Gen Z’s eco-conscious values. It allows brands to run environmentally-friendly campaigns, producing fewer carbon emissions per impression compared to other media types, as highlighted by a KPMG study.
Additionally, Gen Zs prefer interactive and participatory media experiences. An impressive 92% of them express a desire to be involved in the creative process. Growing up with algorithm-driven content, they expect highly personalized media. Programmatic DOOH, leveraging data-driven insights and dynamic content triggering, tailors messages based on location, time of day, and seasonality. Moving Out-of-Home (MOOH) retargeting delivers exclusive and personalized offers to consumers.
Raeem International, a Talon Partner agency, has effectively leveraged these insights to craft successful OOH campaigns targeting Gen Z. Our strategy, focusing on authenticity, sustainability, and personalization, has proven highly effective. By integrating these elements into our OOH campaigns, we’ve created resonant and impactful advertising that truly engages this digitally-savvy, socially-conscious generation.
Thus, incorporating OOH and DOOH into your marketing strategy offers a robust opportunity to connect with Gen Z. These channels should be integral to your platform stack when targeting this dynamic and upwardly mobile audience.
Raeem International
