Recruiters, Still Talking About Millennials? You’re Forgetting Generation Z

The older generation of Millennials are nearing their mid-thirties. According to The Pew Research Center, the oldest Millennial was born in 1981. They have children, families, and mortgages — and they’re not new to the job market.

This year Millennials overtook Baby Boomers and became the biggest generation at 75.3 million. Millennials have power in numbers and the media spotlight but if you’re giving Millennials all of your attention (they’ll love it) you’d be missing out on a potential market of candidates: Generation Z.

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Generation Z Defined

  • Post-millennials born between the mid- to late-1990s and 2010
  • Represents a quarter of the U.S. population
  • Oldest members of this demographic are graduating from college now (Source: University of Pennsylvania)

Marketers and employers are just now beginning to understand this generation. David Bell, professor of marketing at Wharton at University of Pennsylvania says:

“Generation Z is fickle, harder to reach and harder to lock in.”

Gen Z is more likely be more financially conservative than Millennials. They will also be a diverse generation. According to the 2020 Census, more than half of all U.S. children are projected to be part of a minority race.

It’s time to start marketing to this crowd. How though?

Marketing to Generation Z

The age a child gets his first smartphone is dropping rapidly and now stands at about age 9 or 10, according to Millennial Marketing. Generation Z won’t be able to remember a time when smartphones weren’t around. They’ll be not only avid users — but savvy. How do you market to a harder-to-reach, savvy crowd?

  • Get digital with your marketing efforts. And engage their minds. Think: Gamification.
  • They’ll be educated. Speak to them authentically.
  • They will choose a product from a company with whom they share values, over brand popularity, according to Thornley Fallis.

For years, we’ve paid so much attention to Millennials. Maybe too much. We’re about to overlook an entirely new generation entering the workforce. The young adults graduating from college today have different career goals than the Millennials already contributing to the workforce. If we want them to trust our brands, we’ll have to recognize this early on.

For additional tips on marketing to Generation Z, contact us today. We can help you get to know this distinct generation!

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