Marketing to Generation Z

Course details

Marketers have five generations to reach with each campaign: traditionalists, baby boomers, Generation X, millennials, and now Generation Z. Gen Zers are significantly different than predecessors: more realistic, competitive, and motivated. So how are marketers going to adapt to the needs of this up-and-coming generation? Learn from experts David Stillman and Jonah Stillman, a father and son team spanning Gen X and Gen Z, about who Gen Z is and how you can adapt your marketing campaigns to target this savvy new audience. Explore the seven key traits of Gen Z and discover where members shop, how they use social media, why they want to be aligned with winning brands, and more. Using David and Jonah’s tips, you’ll be better prepared to market to this incredibly unique and diverse generation.

Learning objectives
How Gen Z shops
How Gen Z consumes
How Gen Z uses social media
How pricing affects Gen Z
Gen Z and the sharing economy
Selling to the Gen Z side hustle
Letting Gen Z go first
Aligning with a winner

Concepts

0. Introduction

01 - Marketing to a new generation

1. Who Is Gen Z

02 - What makes up a generation
03 - Gen Z's events and conditions

2. Physical Meets Digital - Phigital

04 - Digital pioneers vs. digital natives
05 - It's not just how you say it it's how you see it
06 - In store and online for Gen Z

3. Hyper Custom

07 - Stand out, don't fit in - Why Gen Z creates its own brand
08 - Experiences vs. items - How Gen Z consumes
09 - What to post and where - Gen Z and social media

4. Realistic

10 - Micro-influencers - Gen Zers needs to see themselves
11 - Price matters to Gen Z

5. Weconomist

12 - The sharing economy - Gen Z's definition
13 - Meaning isn't enough - Gen Z cares about cause and quality

6. Fear of Missing Out (FOMO)

14 - Buy one, get one (BOGO) - Classic marketing that still works with Gen Z
15 - Eight seconds - Gen Z's attention span

7. Do It Yourself (DIY)

16 - Selling to Gen Z's side hustle
17 - Let Gen Z participate

8. Driven

18 - #humblebrag - Gen Z likes winners
19 - Minimum viable product (MVP) - Gen Z wants to be first to market