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    Millennial vs. Gen Z audiences: Do you know the difference?

    Climb Online
    Millennial Vs Gen Z Audiences

    Many companies make the mistake of lumping Gen Z and millennials together under the banner of “younger audiences” when it comes to creating effective campaign strategies, but the reality is far more nuanced.

    While both generations share an affinity for technology and online platforms, they also possess multiple distinctions that set them apart from each other. As consumers, they display some diverse differences in their attitudes towards spending and money, how they engage and interact with brands, and crucially, how they shop.

    From a marketing standpoint, this means developing bespoke campaigns that meet each generation where they are, and acknowledge the fundamental differences between them.

    Below, we explore some of the key distinctions between these younger audiences, and how you can leverage them to engage with both millennials and Gen Z.

    Money Matters

    Inflation and the economy have had an impact on how both generations spend and save, and this has certainly translated into different behaviours. Millennials have a greater focus on spending money on products or services that deliver positive experiences, while Gen Z tends to opt for practical products which present opportunities for cost-savings.

    Targeting millennials requires presenting a brand image that places positive customer experiences at the forefront, as well as tapping into the desire for instant gratification, while Gen Z focused campaigns need to place both value and practicality centre stage.

    Content Consumption

    Online spaces play a huge role in the lives of both Gen Z and millennials, but if you want your marketing to be effective, you need to be reaching them in the right places. Business Insider lists that older Gen Zers use Instagram, YouTube and Snapchat, as well as TikTok most often, zoning in on video-based platforms, while millennials spent more time on Facebook, Instagram, LinkedIn and Twitter.

    While there is a clear affinity for video-based content across both generations, from a content marketing perspective, it’s wise to be aware of the differences between how each segment consumes content, and the average attention span. For example, millennials will pay an average of 12 seconds of attention to content, while for Gen Z, this is only 8 seconds. Gen Z consume more short-form video content, while millennials place greater value on long-form content, such as longer videos or podcasts.

    Product Discovery

    Another huge difference between the generations is how they differ when it comes to learning about brands and products online. A whopping 87% of Gen Z prefer ads that show real people, including influencers, discussing products and brands, while for millennials this is only 37%. Influencer marketing, therefore, should be a primary component of your Gen Z digital strategy, while millennials respond best to a more varied strategy of ads and content, with different styles of multimedia content.

    Brand Loyalty

    Millennials display a much greater brand loyalty than their Gen Z counterparts. 70% of millennials trust companies to meet their changing expectations, while a further 69% feel an emotional connection to the brands they buy. As a brand, attracting and retaining millennials requires a focus on their needs and expectations, as well as an emphasis on personalised offers and communications.

    Gen Z, on the other hand, have less of an expectation of personalisation, with just 54% expecting personalised offers, and 63% citing an emotional connection to the brands they buy.

    Crucially, both generations want honest and transparent communications from the brands they buy from – 97% from millennials and 96% from Gen Z –  as well as consistency in interactions with a company.

    Marketing Across the Generations

    95% of millennials and 91% of Gen Z want to be viewed as individuals by the brands they purchase from, with these being one of the primary drivers for building brand loyalty.

    Is your brand taking the opportunity to offer distinct interactions for Gen Z and millennial audiences? Creating campaigns that place the evolving habits and values of both generations at the forefront, as well as offering shopping experiences that emphasise this generational distinction and individualism is key to successfully reaching each of these demographics.

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