Posted by Zach Kitschke, Chief Marketing Officer, Canva
As Gen Z matures, marketers are paying close attention to understanding what this digitally minded generation is doing and influencing the culture as a whole.
Generation Z could make up almost a third of the population by 2030, and their disposable income today is roughly $360 billion. Their average age is 18 and the oldest is around 26. Meanwhile, the average CMO is 54, so naturally there is a generational gap between decision makers looking to understand the needs, aspirations and preferences of Gen Z.
To this end, Canva has launched a research project to better understand the economic opportunities offered by visual content brands. Along the way, we discovered some interesting facts about how Generation Z likes to consume and share content. With this insight and other available research in mind, here are three keys for CMOs looking to crack the Gen Z code.
Communicate visually
Visual communication is second nature to Generation Z more than any other generation. From memes to videos, from digital signs to GIFs, the currency that Gen Z communicates both personally and professionally is visual. This truth provides important data for marketers working to make brands resonate with them. Considering they spend an average of more than four hours a day on social apps dominated by visual creation and sharing, it's no wonder our report shows that 93% of "demonstrators" believe visual communication helps them articulate better the ideas.
It's one thing to admit it and quite another to accept it. And marketers must sincerely use visual communication to create sales, marketing and recruiting strategies that will stand out from our competitors, whether in one category or among many others simply competing for a group's attention.
It may come as no surprise that Gen Z is the first Instagram generation, but this truism applies to both work and play. We found that 82% of business leaders in this group use Instagram to promote leads, which is much higher than millennials (56%), Gen X (52%) and Baby Boomers (50%). Also highlighting Gen Z's digital skills, 41% of the sample use digital boards multiple times a day. To win the hearts and minds of Gen Z, use images, not text.
To be honest
While this is true for any generation, it is especially true for marketing to Gen Z, where brands trying to reach them must rely on transparency, honesty and consistency. CMOs must ensure that their brands are aware of their values and mission to avoid making false claims or withholding information from their customers. Although this may be obvious, it is not always the case.
Collaborating with branded creatives is a direct path to Gen Z-centric authenticity. Consider that creatives are 3.5 times more influential to Gen Z consumers than social media ads. It makes sense that this group identifies with creators, since almost all young people today are essentially creators of social media apps like TikTok, Instagram, YouTube, and Snapchat. At the same time, CMOs need to work with creatives who share their brand values so they can speak the language of this generation while presenting products in an authentic way.
To maintain an authenticity that resonates with Gen Z, brand consistency is paramount. Thus, CMOs need a "brand bible," "brand kit," or resource that goes beyond the status quo and defines and promotes visual communication guidelines to avoid controversy.
Mobilization between platforms
Of course, there are many visual platforms out there, and Gen Z uses more digital channels than any previous generation. According to them, marketing requires sophisticated tools to scale visual content in a fragmented environment. I know this may seem like a daunting task, but there are many ways and tools to run campaigns on the platform, even for marketers who generate astronomical amounts of content. In particular, experts predict that by 2030 the social commerce market will be 7.07 trillion dollars.
Ultimately, visual communication, transparency, authenticity and consistency are opportunities to increase your brand's relevance to Gen Z, building trust and connection that can create loyalty for years to come.
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Zach Kitschke - Director of Marketing at Canva
