In recent years, Generation Z have arrived quietly on the digital marketer’s radar, easily assimilating themselves, and their buying habits, into the digital space. As this segment of consumers grows in both size and disposable income, the time has finally come for the huge purchasing power and digital savviness of Generation Z to be leveraged to its full potential. We spoke to Brían Taylor, Managing Director at Jaywing PLC (LON:JWNG), to find out more about these digitally native consumers, and how brands should be carefully managing their data and content types to drive engagement that is genuine, powerful and empowered.
Influential New Habits
Recent research undertaken by Jaywing has revealed fresh insight into the way Generation Z are consuming digital ad their attitudes to content on social, as well as their influence on digital marketing more generally. “Generation Z is a demographic which we find really exciting, because they are fuelling very interesting trends and exhibiting new behaviours that are fundamentally changing how digital is consumed and used. As marketers, we therefore have to react to that,” says Taylor. But the power of Generation Z in the digital space exceeds their own sphere, as this digitally fluent group are “influencing other generations.” With so much power over the direction and movements within digital marketing, brands would do well to look at their data pertaining to Gen Z more carefully, to see how their devices, platform usage and consumption habits are diversifying and maturing over time.