How to reach Generation Z

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“Many companies aren’t aware of how important this group actually is. If they knew how much purchasing power they have, they’d behave very differently.”

The opinion of Soulaima Gourani, Danish speaker, consultant and author. She has a wealth of knowledge about how different generations function, both at the workplace and as customers.

Generation Z comprises those people who are currently aged between 15 and 25. Digital technology is an accepted part of everyday life and they spend a large part of their lives online.

Mobile strategy important

While older generations remain loyal to Facebook, Generation Z opts for more private channels such as Snapchat, Whatsapp and Secret. And it has to be mobile.

“Forget Facebook and the PC if you want to reach this group. They aren’t there. But they’re constantly using their mobiles. If you’re not on the mobile, you’re nowhere at all for this group.”

Companies that want to reach Generation Z therefore need to have a well thought-out mobile strategy. But it’s not just the right channel that’s important, the message also plays a major role.

Surveys reveal that most of those aged 14–18 feel that it is important to make a difference and to do the right thing. This is reflected in how they consume and which brands they choose.

“This generation doesn’t just buy a product. They want to maintain communication and conduct a dialogue with the company and feel that they can have an influence. Otherwise they soon get tired of things.”

Set up a youth panel

Soulaima Gourani believes that knowledge of how younger generations work is absolutely necessary for companies that want to survive in the market.

Generation Z is characterised by GQ, Global Intelligence. Being online constantly gives them a major insight into how the world works, they are good at languages and at creating their own movements.

Soulaima Gourani believes that all companies, regardless of sector, should have a youth panel.

“If you’re going to be able to renew yourself, it’s incredibly important to understand the younger generations. The best way to do this is to contact them directly. All companies should also make sure they employ them in their customer service function. They know how social media work and they know the language.”

Make sure you change – all the time

We don’t yet know very much about the generation born in the 2000s, Generation Alpha. The field of play is changing with new technology and new behavioural patterns. An average ten-year-old has already spent 10,000 hours on the computer.

“The communication and strategy that work today will be totally different in five years. So you must maintain a constant dialogue about the next platform,” says Soulaima Gourani.