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Millennials and Gen Z are often lumped under the same category of “young consumers,” yet if you peel back the layers, you’ll find their distinct preferences and behaviors reflect unique profiles.
While Millennials represent a significant consumer demographic as they advance in their careers, it's important to recognize the growing market presence of Gen Z.
Understanding the difference between Millennials and Gen Z is crucial for brands aiming to craft meaningful marketing. Having a strategic plan for Millennial vs. Gen Z marketing is more impactful than rehashing the outdated tropes of avocado toast lovers and selfie aficionados.
As you learn how to market to Millennials and Gen Z, you’ll notice enormous differences between the two generations, but their similarities are equally important.
While you can find variations in definitions, typically Millennials are categorized as individuals born between 1981 and 1996. Gen Z encompasses those born from 1997 through the early 2010s.
Beyond their age gaps, keep these key differences between Gen Z and Millennials in mind as you create the strategy for marketing to Gen Z vs. Millennials — especially if your goal is to stay ahead of emerging GenZ marketing trends:
Despite the differences between Millennials and Gen Z, they share several commonalities. For example, they both share preferences for alternative payment methods. Gen Z and Millennial consumers may have varying preferences for online payment methods when shopping. Gen Z and Millennial consumers may have varying preferences for online payment methods when shopping. Research shows these younger generations increasingly prioritize sustainability, with 75% of Gen Z valuing sustainable purchases over brand names—a trend that influences how they approach all shopping decisions.3
When it comes to marketing to Millennials and Gen Z, a personalized approach is a good strategy. Both can be digital-savvy, which may mean they expect brands to meet them where they are immediately and seamlessly, while remaining authentic. Businesses should focus on developing personalized marketing strategies for Gen Z and Millennials and this can be accomplished in several ways.
Both Generation Z and Millennials often engage with social media platforms. Platforms like Instagram and TikTok offer bite-size, shareable content that may appeal to these demographics. Many consumers today use their smartphones for information, shopping, and entertainment. This makes a low-friction checkout for Gen Z particularly important. Companies may want to incorporate mobile marketing strategies and prioritize a mobile-first experience across all digital touchpoints to connect with both Millennials and Gen Z.
Focus on integrating your marketing efforts across various channels to provide a cohesive and user-friendly experience when you’re marketing to Millennials and Gen Z.
When making purchasing decisions, some consumers may consider a brand's mission and values alongside product features. Companies targeting younger demographics may want to consider how authenticity, ethical practices, and social responsibility could factor into their Gen Z and Millennial marketing strategies.
Whether you’re targeting Millennials or marketing to Gen Z, highlighting your brand's commitment to these values can significantly influence their purchasing decisions. Transparency and sincerity in a brand's mission and practices may help forge stronger connections with Gen Z and Millennial shoppers.
When creating Millennial and Gen Z marketing strategies, remember that the fast-paced digital landscape has likely shaped a preference for short-form content among younger shoppers. Short-form content may be critical whether it’s for a Millennial vs. a Gen Z consumer.
As a result, short-form video marketing may want to include content that is concise and engaging is more likely to capture their attention. This includes videos, infographics, and posts that offer value, are easily shareable, and have a clear goal such as education, entertainment, or inspiration.
Unlocking the secret to influencing Millennial and Gen Z consumer behavior goes beyond just knowing them. It requires crafting marketing that stands out in a crowded landscape with the latest Gen Z and Millennial marketing trends. Through customer segmentation, you can dial up the personalization, ensuring your messaging, products, and services align with each crowd's unique tastes and desires.
Ensuring your Millennial and Gen Z marketing strategy includes other tactics such as a seamless omnichannel experience, a reflection of brand values, and short-form content, may also be critical. Ready to fine-tune your strategy for these younger audiences? Learn more about how to market to Gen Z.
It may not be enough to market just to Gen Z or Millennials. With new generations coming up as buyers (like Generation Alpha and beyond), marketers may have to keep working on evolving their strategies. Marketing to younger generations with the correct strategies that reflect their preferences can be a tried-and-true method for attracting new customers.