The differences between marketing to millennials vs. Gen Z

Marketing is as much of a science as it is an art. And in today’s landscape, marketers are thinking about appealing to Generation Z and millennials. But both groups require different strategies because of their differing values, behaviors, and preferences.

But before we start, let’s define Generation Z (also known as Gen Z) and millennials.

Millennials are people born between 1981 and 1996, quite simply. Gen Z, on the other hand, are folks born between 1997 and 2012. On a broader timeline, they are certainly not too far apart. But when it comes to their needs and desires, they couldn’t be more different.

Digital pioneers vs. digital natives

It should probably go without saying that millennials are considered digital pioneers who effectively witnessed the rise of the internet, and later, social media. These are the folks who grew up with dial-up internet connections and saw the birth of social media platforms, from MySpace, Facebook, YouTube, Twitter, and well, every other platform that exists!

Millennials (and we’re going to date ourselves here, but most of our team is made up of this group) tend to value traditional and digital marketing and are more open to email marketing campaigns along with web-based content.

On the other hand, Gen Z (which we will refer to as “zoomers” moving forward in this post) are digital natives who have grown up with a cellphone or iPad in-hand and with direct access to high-speed internet. They like social media, but certainly not the same social media that we millennials have grown up with. TikTok and Snapchat are the go-to platforms, and zooms love bite-sized, visually engaging content.

Social media usage

As we touched on in the previous paragraph, social media usage varies between the two generations, which is important for marketers to understand. Millennials have a penchant for platforms like Facebook, X (formerly Twitter), Instagram, and LinkedIn. They are quite open to sharing content and engaging with brands on these platforms.

On the other hand, zoomers favor younger platforms like Snapchat (which has seen a resurgence over the past few years) and TikTok. They have a strong preference for short-form video content, and are more likely to engage with influencers and user-generated content (also known as UGC).

Values and identity

Millennials are known for prioritizing authenticity, social responsibility, and experiences. So, it’s probably no surprise that brands that demonstrate an interest in these areas and are committed to causes like sustainability and social justice resonate with them.

Zoomers, on the other hand, do tend to place strong emphasis on things like individuality, inclusivity, and social activism. A brand that shows interest in diversity, equality, and ethical practices is quite likely to appeal to them.

Attention spans and engagement

This one is interesting, because it’s the subject of a lot of discussion on social media, especially post-pandemic where most things we do are online in some way, shape, or form.

We have found that millennials, in general, have a longer attention span as compared to zoomers. They are more receptive to the long-form video content you might see on YouTube or perhaps a written blog post outlining the highlights of a travel journey to Italy.

No surprise then that zoomers have shorter attention spans, which makes them more responsive to quick, engaging content like memes, short-form video, and interactive stories.

Brand loyalty

Loyalty to brands couldn’t differ any more between millennials and zoomers. Are you seeing a trend here? Wildly different generations!

Millennials happen to be more loyal to brands they know and love. This is especially true if that brand aligns with their personal values and consistently offers them a good experience.

Zoomers are open to trying new brands and products. They value transparency and are more likely to switch brands if those brands do not align with their own personal values.

Shopping habits

Millennials value convenience and experience. They might prefer online shopping, but also appreciate in-store shopping trips. Being able to see and touch products is important to them, as it was to the generation that came before them.

Zoomers tend to rely heavily on online shopping and love personalized experiences. They are more likely to research products and read reviews before purchasing, and we’ve even found they are more willing to take chances on products that aren’t considered proven.

Final thoughts

To effectively market to each of these groups, it’s important for brands to tailor their strategies accordingly. They must consider the preferences and behaviors of both millennials and zoomers, and adapt accordingly.

The marketing world is ever-changing, but it’s abundantly clear that influencer marketing appeals to both generations.

If your brand is looking for assistance reaching millennials or zoomers, why not let us help? Contact us.