Shalom Lamm, the New York real estate developer, recognizes, as Abe Lincoln said, “You can attract more bees with a spoonful of sugar than with vinegar. But when it comes to marketing to Generation Z, author Simon Sinek said it best: “People don’t buy what you do, they buy why you do it.” This philosophy perfectly describes the overall attitude of Generation Z. They may buy your product but they want you to be in business for more than just the money.
Generation Z cares about the world at large, and they want you to have a wider purpose than simply making dollars. In fact, Generation Z is so passionate about the environment and the world around them, that 55 percent of them will go out of their way to buy a product that is eco-friendly and socially responsible.
In fact, like the bees driven to sugar, Generation Z has an uncanny sense of radar to spot those brands that seem to evoke the emotion that the company cares about people, animals and the environment. They will actually go out of their way to purchase such products and love to hear stories about how a company is improving life on the planet as a whole. And whoa to those companies that take the opposite approach and clearly go only for the low-hanging fruit.
Generation Z has also been referred to as the cancel culture, and the vast majority of
Generation Z customers are like an elephant, “treat them badly (or the world around them) and they never forget. And don’t just talk the talk. You’ve got to back your beyond your immediate environment plans with action. Talk is cheap.
Generation Z is Hungry for Financial Success, But Only on Their Own Terms
Right now, mid-Covid pandemic, thousands of jobs are going begging. The reason is that Generation Z has not only learned job security is a myth, but many don’t trust a traditional college education either. Instead, they want to run their own businesses, and you can make a lot of money by marketing to this future entrepreneur group.
Work Hard to Retain Customer Loyalty
That’s extremely hard to do because customers are fickle, and coupons or discounts just won’t cut it. Create a contest where customers can express their input into how the brand operates. their next product or their next advertising campaign and you can see just how loyal Generation Z customers can be. The more you engage Generation Z, the better off you will be.
Concentrate on Return on Interactions Rather Than Return on Investment
Generation Z doesn’t mind buying. In fact many enjoy it, but that’s the point. They are tired of the old sales gimmicks. Make your marketing copy extremely easy and pleasant to follow. Remember that 99 percent of Generation Z doesn’t read advertising copy, they skim it. It takes a pro to word marketing copy to be engaging to Generation Z, but take it from Shalom Lamm, it’s well worth learning how to do so.