In recent times, there’s been a typical false impression that Gen Z and millennials are primarily the identical.
When firms focus on reaching youthful audiences, many usually lump Gen Z and millennials into the identical group and create one marketing campaign technique that they consider suits each teams.
Certain, many millennials and Gen Zers are thought of “younger adults.” Each generations are extremely related to know-how and the web. It may appear efficient to run one marketing campaign geared toward each generations, however is that this actually the precise transfer?
To research, I made a decision to start out by letting shoppers weigh in on whether or not or not the identical advertising methods will interact each age teams.
In a Lucid ballot, I requested 350 individuals to inform me if, “The identical advertising techniques that persuade millennials additionally work on Gen Z,” was a real or false assertion. And should you suppose shoppers — the people who find themselves being marketed to by manufacturers — would sway a technique or one other, you will be barely shocked by the outcomes under:
Information Supply: Lucid Software program
Though 56% of these polled thought the 2 generations may very well be marketed to the identical manner, practically half disagreed.
As a marketer specializing in viewers progress, I sway with the 44% of people that suppose the identical techniques will not work on each teams — a minimum of not eternally.
However is both group of shoppers proper about their perceptions? On this weblog submit, I will share the chilly, laborious info researchers have found about generational similarities and variations between millennials and Gen Zers, whereas sometimes weighing the uncooked knowledge towards the best way on a regular basis shoppers understand the 2 generations. And should you’re in a pinch, soar straight to the information you want:
Millennials vs. Gen Z
In keeping with Pew Analysis Middle, these within the Millennial technology have been born between 1981 and 1996, whereas these in Gen Z have been born between 1997 and 2012. In 2023, millennials are between 27 and 42 years previous, and Gen-Zers are between 11 and 26.
When you consider the generational variations on the most important doable scale, the oldest millennials are of their early 40s, may be settled down, and may very well be making bigger purchases like automobiles or properties. The youngest members of Gen Z are 11 years previous, would possibly love kids’s reveals, and will not be instantly making buying choices any time quickly.
Except for the apparent age variations above, listed here are six extra elements that make these two generations basically totally different.
Elements That Differentiate Millennials and Gen Z
1. They’ve totally different attitudes about know-how and cash.
Understanding the period an age group grows up in might help you establish generational commonalities like motivations, spending or saving habits, or ache factors that all of them share.
Two issues that differentiated every technology’s childhood period included know-how and the economic system:
The obvious distinction between the eras every technology was raised in is the presence of know-how. Millennials grew up utilizing DVD gamers, large private computer systems, cell telephones with tiny screens, and dial-up web. At the moment, we thought these applied sciences have been groundbreaking.
Now, most kids and youths inside Gen Z have entry to iPads, smartphones, limitless Wi-Fi, or streaming providers that put our prized DVD gamers to disgrace. Many members of this technology may need additionally grown up in households with early good residence know-how.
Whereas millennials watched innovation start, Gen Z was immersed in it from day one.
However though Gen Z by no means needed to know a time the place they did not have a cool gadget to unravel primary issues, the impression of know-how, the web, and social media has nonetheless taken a toll on the group.
Analysis reveals that Gen Z — which has been referred to as the “socially-conscious technology — offers with way more physique picture, psychological well being, and cyberbullying points than some other age group has prior to now. Consultants have additionally referred to as Gen Z the loneliest technology regardless of all of their digital connectivity choices.
Millennials and Gen Z even have totally different attitudes round cash. Whereas they each care about their funds and put money into issues that may enhance their careers — like increased schooling.
Each generations are identified for enhancing on monetary habits of previous generations, nevertheless, millennials put their cash into shopping for extra services or products that can give them a optimistic expertise, whereas Gen Z is extra targeted on financial savings and sensible merchandise.
Millennials within the U.S. constructed up their very own funds shortly after the Recession, which led to 2009. For a few years up till 2019, regardless of monetary woes brought on by the poor economic system, rising residence prices, and excessive unemployment ranges, millennials remained optimistic about their future and funds. Nevertheless, some research state that millennials’ monetary optimism is dwindling resulting from post-pandemic inflation, recession, and market hunch prevalent in 2023.
Gen Z was born at the start of the financial downturn. Because the oldest members of Gen Z have entered maturity, analysis reveals that their previous expertise of dwelling within the Recession are main them to make extra sensible spending choices.
In the event you’re advertising to those generations, you will wish to bear in mind these attitudes about cash.
For instance, if you’d like millennials to purchase your product, you will wish to give attention to constructing a model that gives a nice or entertaining buyer expertise, in addition to advertising services or products that give instantaneous gratification. In the event you’re advertising to Gen Z, you will need your campaigns to obviously reveal how or why your product might be priceless or sensible to them of their day by day lives.
2. Gen Z is extra more likely to make cellular purchases.
By now, you would possibly know that each of those generations are closely related to the web and social media, Whereas millennials watched the web develop, Gen Z has used it since a really younger age.
Every day, millennials spend round 7.5 hours on-line whereas Gen Z surfs for practically 10 hours.
Each millennials and Gen Z additionally go surfing primarily with cellular gadgets, however an enormous distinction between these generations is that Gen Z was virtually raised with smartphones. In keeping with YPULSE, 12 is the common age Gen-Z acquired their first smartphone, 5 years youthful (on common) than millennials.
Gen Z’s mobile-first mindset additionally impacts how they store. Members of the technology are twice as more likely to make a cellular on-line buy than millennials. Nevertheless, millennials nonetheless do store loads on cellular gadgets. Actually, 71% say they do most of their on-line buying with a cellular system.
Concerning on-line content material consumption, millennials and Gen Z spend most of their time watching movies and visiting social media websites.
In keeping with a current research, millennials watch on-line movies for 1.5 hours per day whereas Gen Z averages over three hours. In the meantime, each generations are thought to spend hours day by day on social media.
When you may need already identified that cellular optimization and video advertising are a key digital methods, these stats show that it might probably assist you to zone in on younger grownup generations. In the event you actually wish to entice consideration from each Gen Z or millennials, you will wish to create cellular movies, cellular ecommerce websites, or different phone-based experiences that cater to them. You also needs to remember to market your self on platforms that’re already cellular, corresponding to main social media apps.
3. Each spend lots of time on social media, however the platforms they use are fairly totally different.
To know how individuals perceived every technology’s social media utilization, I requested the identical group of 350 individuals famous within the Lucid ballot above to weigh in on which group they thought spent extra time on social media. This is what they mentioned:
Information Supply: Lucid Software program
The ballot outcomes above have been pretty break up between millennials and Gen Z. Nevertheless, 27% of contributors say each generations are “all the time logged on.”
So, who’s really probably the most tuned in to social media? Let’s have a look at what research on these teams reveal.
The World Financial Discussion board experiences that millennials are logged on to social media for a median of two hours and 38 minutes day by day whereas Gen Z logs on for greater than 4 hours every day.
Except for the time spent on social media per day, the platforms every technology makes use of are additionally barely totally different.
Whereas my technology thrived on MySpace and Tumblr and now enjoys platforms like Fb, Instagram, LinkedIn, and Twitter, Gen Z has zoned in on video-based platforms like Instagram, YouTube, Snapchat, and — extra lately — TikTok.
A current Enterprise Insider survey that polled the oldest half of Gen Z discovered that contributors used Instagram, YouTube, and Snapchat most frequently.
Though TikTok appeared much less standard within the Enterprise Insider survey, this one-year-old platform is likely one of the fastest-growing social media apps resulting from booming international Gen Z customers.
Gen Z and millennials do have a number of social platform preferences in widespread. One, for instance, is Instagram. Whereas Instagram is older and extra established than apps like TikTok or Snapchat, it is also pulled in millennials and video-loving Gen Z members.
YouTube can be a social community that each generations are prominently utilizing. Whereas YouTube was launched when most millennials have been kids, 96% of Gen Z customers have accounts on the video-sharing platform. The video platform can be the second-most used search engine and a platform the place many in Gen Z and millennial generations go for product analysis, as 57% of YouTube’s viewers consists solely of the 2 generations.
4. Millennials take note of adverts for an extended period of time.
Every technology’s habits align effectively with its common consideration span in the case of content material consumption.
Whereas millennials will take note of content material for 12 seconds, Gen Z will solely give attention to it for eight seconds. Moreover, Gen Z enjoys fast or short-form video content material, like that of Snapchat or Instagram Tales, whereas millennials worth long-form content material, corresponding to detailed movies or podcasts.
Which means these promoting or advertising to millennials can get away with barely longer or extra in-depth content material whereas these advertising to Gen Z will wish to get their worth proposition out as rapidly and seamlessly as doable of their campaigns.
As I’ve talked about above, most of in the present day’s social and on-line platforms have gotten extra video-driven. This mirrors the truth that video utilization is rising rapidly amongst each generations.
Whether or not you are creating long-form content material for millennials or short-form clips for Gen Z, you will wish to embrace mobile-optimized video when selling your model to both viewers.
Branded Content material
Relating to studying about manufacturers or merchandise on social media, every technology additionally has its personal distinctive preferences. For instance, Gen Z prefers to study merchandise by way of social media-based movies and influencer advertising, whereas millennials will reply to a wide range of promotional methods together with extra conventional on-line adverts, social media advertising, and branded podcasts.
Moreover, a current survey reveals that 87% of Gen Z prefers adverts or advertising content material that reveals precise individuals discussing merchandise. Relating to millennials, solely 37% want to see individuals discussing merchandise in adverts or advertising content material.
Except for embracing video and cellular optimization, should you’re advertising to Gen Z, you will additionally wish to give attention to content material that feels extra informative and fewer like an advert. This technology has actively rejected conventional promoting techniques. For instance, 84% of Gen Z will skip video adverts as rapidly as doable, whereas 65% have downloaded some sort of ad-blocker on their cellular gadgets or computer systems.
5. Each generations buy lower than previous generations.
A standard delusion about millennials and Gen Z is that each generations are financially illiterate. As a result of this appears to be a sizzling subject on-line and all through popular culture, I performed yet another Lucid ballot, asking the identical group famous above to decide on which technology they thought spent extra money on merchandise.
The Lucid ballot under demonstrates this delusion and notion as many contributors mentioned that they believed each technology spend some huge cash:
Information Supply: Lucid Software program
Moreover, 36% of survey respondents mentioned millennials spent probably the most on merchandise, whereas the identical share mentioned each generations spend some huge cash. Nevertheless, lower than 20% pointed to Gen Z.
In keeping with varied research, each generations really spend lower than previous generations whereas the oldest Gen Z members are targeted on accountable spending.
Most of Gen Z does not even have a lot shopping for energy but. However analysis from a number of sources, together with Vice, Insider, and Adobe say that Gen Z goals to spend cash pragmatically as in comparison with different generations. Some analysts recommend that Gen Z’s saving method is routed in budgeting classes that the technology realized from the U.S. Recession.
Relating to the Gen Z members who’re sufficiently old to make purchases, analysis reveals that they do much less on-line buying than millennials. A current research from Ernst & Younger famous that 74% of millennials and solely 49% of Gen Z purchase merchandise on-line greater than as soon as a month.
However, whereas Gen Z buys much less on-line, they count on extra added service from a model after they make purchases. The identical E&Y research discovered that 80% of Gen Z valued free supply. The research additionally discovered that 74% of Gen Z values manufacturers that give out reductions or coupons over different companies.
Whereas millennials are barely much less frugal than Gen Z, the concept the older technology is extra frivolous can be an enormous false impression. Whereas many millennials purchase their justifiable share of merchandise, in addition they earn extra yearly than most older generations, are probably the most educated age group, and are notably optimistic about their futures.
6. They’ve totally different profession motivations.
Each generations have in widespread that they’ve positioned significance on investing at school or abilities coaching.
Regardless of growing academic prices, the pattern of investing in schooling is not anticipated to vary for both technology. Whereas 10% of Gen Z teenagers are saving for faculty, millennial dad and mom are placing extra into their kids’s school funds than previous generations.
Taking a look at every technology’s work habits may give you a sneak peek into what their funds and day by day motivations may be sooner or later.
Whereas each millennials and Gen Z are pushed by increased schooling and profession progress, they nonetheless have a number of slight variations that you simply would possibly wish to learn about, particularly should you’re a marketer in tutorial or B2B fields.
At this time, many millennials are working or are enrolled in increased schooling. For your complete decade between 2020 and 2030, millennials will comprise the most important share of the workforce, representing 40% of the worldwide working-age inhabitants by 2030.
However, though most of Gen Z remains to be at school, they’re additionally very career-minded.
Relating to in search of jobs, Gen Z adults are extra financially motivated than the millennial technology. Actually, 65% of Gen Z staff worth wage over different job perks as 74% 2023 US graduates surveyed mentioned they prioritize stability and wage from employers, outweighing elements together with a identified employer model, a fast-growing discipline, or general advantages. These within the age group additionally say they will put money into talent coaching if it means they make more cash.
Gen Z additionally applies for jobs extra aggressively than previous generations. Solely 10% of the technology begins their job search after school whereas most Gen Z college students start scouting out job choices between freshman and sophomore yr.
So, what does this imply in your advertising technique? Each of those generations are laborious employees, extremely educated, and would possibly earn greater than previous generations.
Nevertheless, Gen Z is extra pushed to make and lower your expenses. Which means to influence Gen Z, you would possibly must take further time to brainstorm campaigns that present how your product will assist them and why it’s price their cash. Odds are, they are going to be extra persuaded by the practicality of a product than the “trendiness” of it.
The way to Market to Every Technology
Sure, each generations have lots of issues in widespread.
And whereas there are alternatives to market to each generations without delay, it may be extra helpful to brainstorm inventive campaigns that zone in on one technology or the opposite. That will help you develop a technique that good points consideration from the suitable viewers, listed here are a number of takeaways associated to every technology:
Advertising Marketing campaign for Millennials
By now, you may be most acquainted with advertising to millennials. Fortunately, they’re additionally an amazing technology to market to. They’re on probably the most distinguished social media networks in the present day and like to devour a number of totally different types of multimedia content material, from movies to podcasts. They’re additionally sufficiently old to make buying choices, are extra educated than earlier generations, and spend appreciable time within the analysis stage earlier than shopping for a product.
Primarily, many alternative codecs of promoting content material will interact millennials as a result of they’re repeatedly seeking to be enticed by a brand new product that can assist them of their day by day lives.
As a result of millennials have a barely longer consideration span than Gen Z, you too can get a bit extra inventive by testing out longer-form content material like longer advertising movies or branded podcasts.
The very best varieties of advertising campaigns will inform millennials about how your product could make their lives simpler or the way it can resolve their day-to-day issues. Focusing your technique on social media or on-line platforms like Fb, YouTube or Instagram, the place many adults go to analysis merchandise will also be helpful to your technique,
Advertising Marketing campaign for Gen Z
To efficiently persuade Gen Z to purchase your product, you will wish to make content material that rapidly cuts to the chase and explains why your product will present worth to them.
As talked about above, Gen Z loves to make use of video to study merchandise and spends most of their on-line time on cell phones. So remember to leverage short-form video formatting and mobile-optimized content material in your campaigns.
You may additionally wish to zone in on the area of interest social media platforms that they generally use, corresponding to Instagram, YouTube, TikTok on Snapchat. In the event you’re not on one in every of these platforms, however nonetheless wish to achieve model consciousness there, think about sponsoring an influencer who is aware of the viewers and create content material that discusses your product.
Advertising Marketing campaign for Gen Z and Millennials
In the event you completely cannot finances pinpointed campaigns for millennials and Gen Z, however know you wish to market to younger adults, give attention to the cusp of each generations by making a marketing campaign for 18 to 34-year-olds. It will let you zone in on younger and barely older adults that may really make buying choices.
Whereas a marketing campaign with this age goal may be barely extra favorable to millennials between 27 and 42, there’s nonetheless an opportunity you possibly can seize consideration from older youngsters who will quickly have the ability to make extra purchases if they cannot already.
Regardless of the variations between these two generations, there are additionally two massive similarities: each love social media and instantaneous gratification. Ensure that your marketing campaign clearly explains why your product might be priceless to the age group you are pitching it too, and leverage the social media networks that the age group you are focusing on has in widespread.
For instance, should you’re targeted on selling your product to individuals within the 18 to 34 vary, you will wish to be on Instagram, YouTube, and Fb, as a result of most members of this age group are utilizing all three of them regularly.
In the event you can create a marketing campaign that leverages key social networks accordingly whereas highlighting why your product is so immediately gratifying and helpful, you would possibly entice curiosity from each teams pretty rapidly.
Ideas for Understanding Your Viewers
As you create campaigns round a particular viewers or age group, it is vital to do digging to be taught what motivates this group of individuals, what their buying habits are, the place they spend probably the most time, and what they’re in search of in a product. Listed here are a number of suggestions that may assist you to on this analysis:
- Establish particular demographics: Attempt to not be too particular or too broad. Decide an viewers you’ll be able to be taught loads about rapidly that effectively aligns along with your product and begin researching that demographic.
- Study their work and schooling backgrounds: This provides you with perception on what motivates them and the way a lot they’re in a position to spend on a product.
- Discover out which social platforms they use: When you do that, you’ll be able to analysis every platform and leverage it appropriately throughout your marketing campaign.
- Think about writing a purchaser persona: A purchaser persona is a fictional character that has a really comparable life-style to your ultimate purchaser. Having a persona in thoughts might help you rapidly take into consideration campaigns and methods that they will interact most with. It is also a helpful place to prepare your whole detailed analysis findings into one easy place.
Editor’s observe: This text was initially printed in December 2019 and has since been up to date for comprehensiveness.