B2B marketing tactics for Gen Z, nicknamed “Zoomers,” (consumers born between 1995-2012) are known for their speed and willingness to try new products. According to latest research, they are faster to adopt the latest products and more likely to switch to them than other generations.
To make your product launches a success, it’s crucial to focus on reaching and retaining Gen Z as customers. In addition to their love of novelty, Gen Z are also likely to switch jobs and prefer to communicate via emoji or text rather than voice calls. All of these factors make them an exciting and potentially lucrative target for businesses.
In the fifth year after starting a business, 49.7% of new businesses fail according to the U.S. Bureau of Labor Statistics (BLS). To give your brand a fighting chance, it’s essential to consider targeting Gen Z for your new product launches.
Gen Z is expected to become the largest consumer base in 2026 according to research done by Mckinsey. Research reveals they are 20% likely to try a new product compared to other generations.
By understanding Gen Z’s attitudes towards new products and how to effectively appeal to them, you can increase your chances of success and stand out in a crowded market.
Why you must consider B2B Marketing Tactics for Gen Z
Gen Z’s desire for new and innovative products
As the first generation of true digital natives, Zoomers (consumers born between 1995-2012) have grown up with constant access to technology and the internet. This has made them less loyal to specific brands and more open to trying new things that differentiate them from others. With their familiarity and comfort with technology, Gen Z is always on the lookout for the next big thing.
Gen Z’s main motivation for purchasing new products is being “first” to try them
According to research, one of Gen Z’s main motivations for purchasing is the opportunity to be among the first to try new products. Gen Z values individualism and self-expression, and they are constantly seeking new experiences and products that help them cultivate their own unique identity. As a result, they are highly motivated to buy and consume new products as a way to discover and express themselves to the world.
Gen Z’s disposable income is $360 billion
Bloomberg reported last year that young students and professionals have $360 billion in disposable income.
B2B Marketing Tactics for Gen Z
Use authentic and genuine messaging
Gen Z values authenticity and can spot fake marketing efforts. To effectively market to this generation, it’s imperative to be genuine and transparent in your messaging. One way to do this is by using real-life imagery and language that speaks to the values and experiences of Gen Z.
As an example, a clothing brand could use real-life models that reflect the diversity of Gen Z and incorporate language that emphasizes sustainability and social responsibility in its marketing materials.
Embrace social media and digital channels
Gen Z is highly active on social media and digital channels, so it’s imperative to have a strong presence on these platforms to reach this generation. It could include creating social media accounts, running targeted digital ad campaigns, and utilizing influencer marketing.
For example, a beauty brand could create a strong presence on Instagram and use influencer marketing to reach Gen Z.
Personalize your marketing efforts
Gen Z values individuality and prefers personalized marketing efforts. To effectively market to this generation, consider using data and analytics to tailor your marketing efforts to specific segments of Gen Z.
As an example, a beverage company could use data on the preferred flavors and ingredients of different segments of Gen Z to create personalized product recommendations and marketing campaigns.
Show your brand’s values and commitment to social and environmental issues
Gen Z cares about social and environmental issues and is more likely to support brands that align with their values. Make sure to communicate your brand’s commitment to these issues in your marketing efforts.
For example, a home decor brand could use messaging that emphasizes sustainability and ethical production of its products in its marketing efforts to appeal to Gen Z.
Use video and interactive content
Gen Z is more likely to engage with video and interactive content, so consider incorporating these formats into your marketing strategy. Include the usage of social media stories, live streaming, and interactive videos.
As an example, a fashion brand could use Instagram stories to showcase the latest trends and products and create interactive quizzes to engage Gen Z on social media.
Collaborate with influencers
Peers influence Gen Z and they follow influencers on social media. Consider collaborating with influencers who align with your brand values and have a following among Gen Z.
For example, a sportswear brand could collaborate with fitness influencers to reach Gen Z and showcase their products in an authentic and relatable way.
Make use of user-generated content
Gen Z values the opinions and experiences of their peers, so consider incorporating user-generated content into your marketing efforts. It can feature customer reviews, testimonials, and social media content.
As an example, a restaurant could use Instagram to showcase customer photos and reviews of their dishes to appeal to Gen Z.
Utilize experiential marketing
Gen Z values experiences and is inclined to engage with brands that offer immersive and interactive experiences. Consider incorporating experiential marketing tactics, such as pop-up shops, brand activations, and interactive events, into your marketing strategy.
For example, a technology brand could create a pop-up shop for Gen Z to test their latest products and attend workshops and events.
Use messaging app
Gen Z uses messaging apps like WhatsApp, Instagram Direct, Snapchat, TikTok, and Facebook Messenger for communication, so consider incorporating these channels into your marketing efforts.
As an example, a clothing brand could use WhatsApp to send personalized product recommendations and discounts to Gen Z customers.
Incorporate cause marketing
Gen Z is socially conscious and values brands that contribute to social and environmental causes. You can incorporate cause marketing into your strategy by supporting a specific mission and communicating your efforts.
For example, a beauty brand could partner with a charity and donate a portion of its profits to a cause. You could communicate this partnership to their Gen Z audience through your marketing efforts.
Leverage virtual and augmented reality
Gen Z is highly tech-savvy and is interested in immersive experiences. Consider incorporating virtual and augmented reality into your marketing efforts to engage this generation.
As an example, a travel company could create a virtual reality experience that allows Gen Z to explore different destinations. It would give them a sense of what it would be like to visit those places.
Use compelling and authentic storytelling
Gen Z values emotional and authentic storytelling, so consider incorporating storytelling into your marketing efforts to connect with this generation. It could include using empathetic language, real-life imagery, and real-life stories in your marketing materials.
For example, a car brand could create a marketing campaign that tells the story of a young person taking their car to explore and experience various things. Use authentic and emotive language and imagery.
Make use of micro-influencers
Gen Z trusts recommendations from micro-influencers or influencers with smaller but highly engaged followings. Consider collaborating with micro-influencers to reach this generation.
As an example, a food brand could collaborate with food bloggers and Instagrammers who have a following among Gen Z to showcase their products and create authentic and relatable content.
Use chatbots and AI
Gen Z is comfortable with technology and may prefer to communicate with brands through chatbots and AI. Consider incorporating chatbots and AI into your marketing efforts to make it easier for this generation to interact with your brand.
For example, a retail brand could use chatbots on its website to answer customer questions and provide personalized product recommendations.
Create a strong brand identity
Gen Z values individuality and is attracted to brands with strong and distinct identities. Make sure to communicate your brand’s values and personality in your marketing efforts to appeal to this generation.
As an example, a furniture brand could use bold and creative design elements and messaging that reflects its brand’s personality in its marketing materials to attract Gen Z.
In conclusion for the B2B Marketing Tactics for Gen Z
B2B brands looking to effectively engage and retain Gen Z as customers should consider incorporating video and interactive content, experiential marketing, messaging apps, cause marketing, and meaningful storytelling into their marketing strategies.
Gen Z values authenticity, technology, and immersive experiences, so keep these preferences in mind when developing your marketing efforts. You can effectively reach and retain this key consumer group with these tactics.
Sources
https://www.bls.gov/bdm/us_age_naics_00_table7.txt
https://www.mckinsey.com/industries/retail/our-insights/the-influence-of-woke-consumers-on-fashion
https://www.bloomberg.com/news/articles/2021-11-17/gen-z-has-360-billion-to-spend-trick-is-getting-them-to-buy?leadSource=uverify%20wall
https://www.cnbc.com/2019/09/17/gen-z-shopping-habits-can-fuel-a-brick-and-mortar-resurgence-report-says.html
