This logical designation follows alphabetical order. They’re terms that can be used to characterize groups of people who share the same characteristics around the world.
Generation Z refers to a generation of “zoomers,” as opposed to “boomers” (those born around the time of the baby boom).
This generation shares specific characteristics:
- These people have always lived in a world connected to the internet, with digital technology at the heart of their lifestyles.
- This generation is also defined by its use of virtual platforms to build relationships.
- It’s a generation that’s grown up with social networks and the speed of instant messaging.
- It’s a generation made up of people who report being directly affected by issues of self-image through social media platforms, even as adults.
This is a generation that’s putting aside traditional means of communication like TV and radio, in favor of platforms like YouTube and Instagram as sources of information.
This can be very important in ecommerce marketing when this generation is chosen as the persona. In fact, it allows us to consider the precise characteristics of Gen Zers’ consumer habits. These young people are highly connected, and they will be particularly affected by brands that address them on their preferred channels, such as social networks.
What’s more, their attention spans are relatively short, which drives marketers to offer ever more effective advertising content. These consumers also need to be reassured in their purchases and are used to giving their opinions and comments on platforms: the people making up Generation Z will therefore need to be reassured in their online transactions.
Because of their age and professional background, these people may not have the same purchasing power as Generations X and Y: this is a factor to be taken into account, particularly in ecommerce, in order to target the right products to the right people when trying to appeal to a younger audience.
