Zoomers. Centennials. Gen Z. Whatever you want to call them, Generation Z is now the fastest-rising demographic in the United States. Gen Z makes up over 20% of the current U.S. population and their numbers will only grow over the coming years. With the oldest of Gen Zers born during the late 1990s, it’s easy to say that this up-and-coming demographic will take a prominent role in e-commerce.
Gen Z members aren’t just younger — they also do things differently. Their spending habits are far different from even their older millennial and Gen X counterparts. How they handle their customer service needs is also different. Social media plays a major role, with Gen Zers turning to Twitter and Instagram instead of picking up a phone or visiting a customer service desk.
Gen Zers also approach brand loyalty differently. With cultural and social beliefs playing an even bigger role than past generations, the emergence of Gen Z is shaking up how brands market.
Gen Z and Smartphones
Enter the smartphone. It’s amazing how such a small device has sent shock waves throughout the world. In recent times, smartphones have helped shape how brands and businesses handle e-commerce, with websites and apps specifically tailored to mobile users. And while smartphones have a tremendous reach, it’s Gen Zers who made these mobile devices a must-have. After all, 98% of Gen Zers own one — and over half of them use their smartphones five or more hours each day
And that’s the thing about smartphones: Not only are they everywhere, but Gen Zers take them everywhere they go. You’d be hard-pressed to find a Gen Zer out in public without a smartphone unless they forgot to bring it. This makes the smartphone a powerful tool for reaching out not just to Gen Z audiences, but any other smartphone user as well.
Reaching Gen Z Through Text Marketing
It’s no surprise that Gen Zers prefer text over emails when it comes to communications. After all, smartphones and their associated apps make it fast, easy, and painless to send and receive texts. According to a recent survey from Mitto, a leading provider of global communications, 46% of respondents preferred text messaging over email for quick questions and confirmations.
SMS also plays a major role when it comes to two-factor authentication (2FA), which an increasing number of Gen Zers and millennials prefer. Speed is also a key factor, with 58% of users expecting to see 2FA messages immediately, and 41% willing to abandon their purchase if they experience delays.
Gen Zers also crave authenticity and personal connection when interacting with brands, whether through SMS campaigns or popular social media apps. That’s where conversational messaging comes into play. When brands communicate to Gen Z customers, taking an approach that prioritizes fast, personalized responses that happen on multiple channels on the customer’s schedule can help create a more intimate connection between them and the brand.
Not only does conversational messaging feel more genuine to customers, but having a one-on-one experience also bolsters brand loyalty while fostering longer-lasting relationships between the brand and Gen Z customers.
When it comes to text marketing and social media, platforms like Mitto take advantage of the ubiquity of smartphones through leveraging scale. This makes it easier to touch on all of the current avenues used by Gen Zers.
Why Omnichannel Messaging Matters
Reaching Gen Z audiences means more than just marketing through SMS campaigns. Social media platforms like Instagram and WhatsApp are also powerful platforms with a wide-ranging reach, especially when it comes to Gen Z users. Reaching these audiences means having a multipurpose solution capable of reaching those platforms in a seamless and meaningful way.
Social media preferences can also turn on a dime. What Gen Z uses tomorrow can be drastically different from what they use today. Mitto and other solutions give brands the ability to pivot toward the newest and latest digital channels when needed, making their text marketing efforts more seamless.
Omnichannel messaging is essential for reaching Generation Z audiences. Combined with conversational messaging and other marketing strategies, brands can effortlessly reach out to Gen Z audiences and have more opportunities for longer-lasting customer relationships.