Generation Z (defined as those born between 1996 and 2010) is on the rise. Now you may not have any Gen Z members yet, but as your Baby Boomer members continue to retire, Gen Z is the generation you need to keep an eye on.
Gen Z IS your next generation of members.
But there are a few things you need to know when marketing to Gen Z. Specifically…
Gen Z is quick to judge authenticity.
Generation Z has been exposed to ads their entire life. They know when someone is just trying to sell them something, and they will tune that message out in a heartbeat.
So to market effectively to Gen Z, avoid fluffy language and sales lingo. Be personable in your communications!
And here’s one specific tip: To show authenticity, try posting behind-the-scenes content. Post a picture of your staff setting up for an event. Or post a short video of your staff singing ‘Happy Birthday’ to someone in the kitchen. You could even utilize Instagram Stories to show “a day in the life” of one of your staff members. (Where do they get coffee in the morning? What’s the first thing they do when they get to work?)
Gen Z-ers want to see the people behind the organization, and behind-the-scenes content is a great way to showcase that.
Gen Z has an average “8-second filter”
Gen Z is exposed to content just about all day every day. They’re jumping from website to website, scrolling through social media on their phones, listening to Spotify, watching TV…content is EVERYWHERE.
What that means is, Gen Z is quick to determine whether something is worth their time or not, and that includes your organization’s content and communications.
So, to grab the attention of Gen Z quickly, try utilizing high-quality visuals – on your website, in emails, on social media, etc. And speaking of visuals, emojis and GIFs are also a great way to grab Gen Z-ers attention and communicate a message quickly. (Plus, they show personality, making your messages more authentic – going back to the point above. Now that deserves a 🙌!)
Gen Z is the most socially conscious generation
Gen Z has gotten involved in advocacy at a younger age than any other generation, and that’s largely due to the internet and social media. Think about Kickstarter campaigns and even Facebook fundraisers. Gen Z has been exposed to tools and initiatives like that for years.
They care about what’s going on around them, and they care about giving back.
That said, when trying to get Gen Z-ers to join your association or chamber or when trying to get existing Gen Z members to renew, hone in on your organization’s mission and values. You likely have a strong mission and strong values, so remind Gen Z-ers of that. Remind them that membership is about more than just webinars and networking events; it’s about supporting your organization’s mission.
That’ll be a more compelling message and a cause they’ll want to get behind.