Bridging The Generational Gap: How Businesses Can Connect Better With Gen Z
Written by Jhasmin Vidal
As time goes on, both the job market and the consumer market are changing in big ways. Since millennials are slowly but surely getting closer to middle age, Gen Z is quickly becoming the world’s largest group of consumers.
This change in generations can have many effects on businesses, from shifting consumer preferences to changing work cultures.
In this article, we’ll talk about how businesses can adapt to better connect with the younger generations.
Who are Millennials and Gen Z?
Millennials, also known as Generation Y, are those born between 1981 and 1996, while Gen Z includes individuals born between 1997 and 2012. Both generations are tech-savvy, grew up in a digital age, and value diversity and inclusivity.
However, while millennials grew up with social media and the internet, Gen Z was born into it. They are true digital natives, having never known a world without instant access to information and communication.
Gen Z also differs from millennials in terms of their priorities and values. They are more focused on individuality and authenticity, with a strong emphasis on social and environmental issues.
Generational Shift From Millenials To Gen Z
In the past decade, youth culture has been largely dominated by the millennial generation. Millennials set the trends for fashion, beauty, music, and pop culture. Besides that, they also establish the standard for online self-presentation.
On platforms like Tumblr and Instagram, professional photography and heavily edited images were favored. That’s why the big pressure to present a perfect online persona is felt by many, particularly those who create content.
However, in the early days of the pandemic in 2019, there was a shift in culture, and Gen Z became the new representative of youth culture. They started dictating what is cool and set the trends.
Gen Z’s takeover is evident in their adoption of Y2K fashion, which millennials thought was cringe when they were younger. They also prefer clean makeup over heavily edited Instagram looks, and their online self-presentation is completely different from millennials.
They use blurry digital cameras and post photo dumps on Instagram. Besides that, they don’t have any problem creating content on TikTok while looking messy and unpresentable.
Gen Z differentiates itself from the previous generation with the “millennial pause” versus the Gen Z “shake,” representing a cultural and generational shift.
Millennial Pause Vs. Gen Z Shake: The Difference Between Two Generations
The Millennial Pause is a word invented by TikTok creator @nisipisa. According to Nisipisa, millennials always stop briefly at the start of their videos to ensure that their video is being recorded.
On the other hand, the GenZ shake is like the equivalent of the Millennial Pause but different. It is the action of setting up the camera slightly while recording before setting the phone down on a hard surface.
TikTok creator @ginagaleoto explained the GenZ shake very well in the video on the left.
These two behaviors clearly define the difference between the two generations.
This shows how Millennials are focused on creating curated perfection while Gen Z prefers curated imperfection.
The shift in youth culture from millennials to Gen Z has significant implications for businesses.
Brands that want to connect with Gen Z need to understand and embrace the values that this generation represents.
They need to recognize that Gen Z is more socially conscious and values authenticity and diversity over perfectionism and conformity.
Businesses that focus on building genuine connections with Gen Z will have a better chance of success than those that rely on traditional marketing tactics.
This generation responds well to brands that are transparent, inclusive, and stand for a cause. Therefore, companies need to create products and services that align with these values and represent Gen Z’s identity.
Adapting to the Generational Shift
Now that we have a better understanding of the generational shift, let’s explore how businesses can adapt to connect better with the younger generation.
1. Embrace Social Media and Digital Marketing
One of the most effective ways to connect with Gen Z is through social media and digital marketing. This generation spends a significant amount of time on social media platforms such as Instagram, TikTok, and Snapchat. Businesses need to establish a strong social media presence to connect with this audience and create engaging content that resonates with them.
2. Personalization is Key
Gen Z values personalization and individuality, and businesses need to cater to this by offering personalized products and services. This could include customizing products, creating personalized shopping experiences, and offering personalized customer service.
3. Focus on Sustainability
Sustainability is a crucial issue for Gen Z, and businesses need to take this seriously. Companies that prioritize sustainability and eco-friendliness are likely to resonate better with this audience. This could include sustainable packaging, responsible sourcing of materials, and energy-efficient practices.
4. Emphasize Diversity and Inclusivity
Gen Z values diversity and inclusivity, and businesses need to reflect this in their marketing and hiring practices. Companies that embrace diversity and inclusivity are more likely to connect with this audience and create a more inclusive workplace culture.
5. Foster a Strong Company Culture
Gen Z is looking for more than just a job. They want to work for companies that align with their values and offer a strong company culture. Businesses need to create a positive work environment that fosters creativity, innovation, and a sense of purpose.
Final Thoughts
As the generational shift continues, businesses need to adapt and evolve to connect better with the younger generation.
By embracing social media and digital marketing, prioritizing personalization, sustainability, diversity, and inclusivity, and fostering a strong company culture, businesses can position themselves as relevant and appealing to the next generation of consumers and employees.
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