gen z generation

Don’t Miss The Gen-Z Driven PR Opportunity In 2024

When people hear the words ‘Gen Z,’ they often think of tech-savvy youngins with an affinity for social media platforms like TikTok and Instagram. While this holds some truth, it is just the tip of the iceberg for this generation. 

According to Pew Research Center, Generation Z, often abbreviated as ‘Gen Z’ refers to individuals born between 1997 and 2012. This means that the oldest members of this generation are currently in their early twenties, comprising a rising generation of consumers.

Gen Z is also known as digital natives, because they have grown up with the newest technology at their fingertips. They’re also the first generation to be truly globalized as they have grown with access to information from all corners of the world at any given time. Therefore, they’re more culturally aware and open-minded than previous generations.

Gen Z demands a different PR communications approach than previous generations. Here are some amazing Gen Z-driven PR opportunities to take advantage of in 2024.

Understanding The Gen-Z Market

Advertisers and marketers will need a unique approach to capture the attention of this tech-savvy audience. Authenticity and value are key components of an effective PR strategy to engage this generation. Over half of Gen Z consumers are over the age of 18. Many of whom are preparing to enter the workforce and will be starting their own families in the next few years.

The lockdowns during the COVID-19 pandemic changed their social behavior and interactions, and the great recession between 2007 and 2009 impacted their views of money and fiscal responsibility. These events have greatly influenced Gen Z’s attitudes towards higher education, consumer products and professional services.

For instance, this generation is more likely to consider STEM education and are less likely to study humanities compared to previous generations. In addition, they tend to avoid risks and are more financially pragmatic compared to millennials. 

Let’s look at the most interesting facts about the Gen Z market and consumers:

  • They are self-aware and socially conscious. They value diversity, sustainability, authenticity, and inclusivity. Thus, they place a higher importance on brand ethics and corporate responsibility than millennials.
  • Most Gen Zers (55%) prefer to shop in-store despite their generation being the most likely to shop online.
  • They often research before purchasing and use different channels, including the brand’s website 52%, reviews 39%, and social media 29%.
  • They shop around for the best deals and are less attached to specific brands.
  • They prefer individualized shopping experiences that are tailored to their needs.

How To Reach Gen Z Through Your PR Efforts

From the consumer traits above, it is evident that despite their similarity to millennials, Gen Z has many unique characteristics. That said, this does not call for businesses to totally reinvent or abandon strategies that have worked for them when communicating with Gen Zers.

However, you must tweak your strategy to reach them most effectively. Here are a few ideas you can implement to tap into this lucrative market segment:

Use An Omnichannel Strategy

Being true digital natives, Gen Z is on almost every social media platform. They are also tech-savvy and use multiple devices to access information, making it essential for companies to have a strong online presence. 

An omnichannel strategy will help you reach them on different platforms, provide consistency in your messaging, and build trust.

Personalize Your Communications

As mentioned, Gen Z values individualized experiences. Use customer data collected from previous interactions with your business to personalize your communication. This will create a sense of connection and understanding, making them more likely to engage with your brand.

Leverage Influencer Marketing

Gen Z values authenticity and transparency, so influencer marketing has become an effective strategy to reach this demographic. They trust peers and influencers over traditional advertisements, making it crucial for businesses to partner with relevant influencers to promote their brands.

Create Engaging Content

Gen Z’s attention span (eight seconds) is four seconds shorter than millennials’, making capturing their interest quickly necessary. Use vibrant visuals and interactive content like videos, polls, quizzes, or challenges to engage them and encourage user participation.

Interestingly, studies have found that despite their short attention span, Gen Z also enjoys watching long-form content, including docuseries, internet gossip, or commentaries on topics they already love. So make sure you tap into this, too. 

Leverage User-Generated Content

User-generated content (UGC) is content consumers create about a brand or product. Gen Z highly values UGC because they prefer hearing from real people rather than brands. Encourage your customers to create content related to your brand and share it on their social media platforms.

Keep Up With Trends

Gen Z is constantly evolving, so businesses must keep up with the latest social media and PR trends to stay relevant. Stay updated on social media platforms, popular culture, and current events to ensure your messaging remains relatable and resonates with this demographic.

Final Thoughts

In 2024, brands that embrace Gen Z – a rapidly growing customer base – will be successful. When creating a PR strategy targeting this generation, remember that they are very socially aware and require your brand to display transparency, authenticity, and a social conscience. Also, they’re very informed and need to see your brand’s real value in order to engage with it.

~Leeza Hoyt