The modern consumer is a representative of a new generation. They are not surprised by technological innovations, they don't easily fall for worn-out advertising slogans, and they think completely differently than people did 20 years ago. All of this presents new challenges for marketers: adapting products or services to the needs of this new generation. How do we characterize today's consumer and what attracts their attention? Let's explore with TurboSMS!
Today, the audience under 37 years of age is called Generation Y or the Millennials, while those under 23 years are referred to as Generation Z. Where do these divisions come from?
The concept of generational cycles was first introduced by American researchers William Strauss and Neil Howe in 1991. In their book “Generations,” they presented the theory of generational cycles that possess specific characteristics and gradually replace one another. Some generations live through a decline in activity and anticipate crises, others fight crises, and others still lead revolutions, and so on. At the same time, each new generation differs from the previous one, has its own features, and is directly influenced by the cultural and historical era in which it grew up.
What Influenced the Development of Generations?
Both generations were shaped under the influence of the digital revolution; the Internet changed the mindset of late 20th-century humans. With the advent of the World Wide Web and the accessibility of information, so-called clip thinking was formed - a type of thinking where a person rarely delves into the essence of phenomena and “grabs” a lot of information superficially. The new generations easily live in multitasking environments and can analyze information coming from various channels at once, but tend to do so superficially. At the same time, modern people adapt quickly to global changes and are more resilient to stress.
Both digital generations are visual learners, positively perceiving images and infographics, while audio information (e.g., on the radio) attracts very little of their attention.
For the “new” generation, the “Peter Pan Syndrome” is characteristic - a very slow transition from childhood and adolescence into adulthood. The average psychological age of modern adults is 13 years. This means that almost every adult, up to 37 years old, still feels like a teenager and displays adolescent emotional reactions.
Generation Y
1 Generation “Millennials” grew up during a time of active advertising, so they almost ignore overt ads, treating them as background noise.
What to do? Millennials reject traditional advertising but like to be socially significant. For example, advertising campaigns tied to charity (buy and save the planet from melting glaciers) are perceived very positively by them.
2 Generation Y is more infantile than Generation Z. They don't like to take responsibility and are more likely to abandon a task that is difficult rather than persist in solving it.
What to do? Don't urge “Millennials” to take action, focus on rest, comfort, and maximum results with minimal effort. They are the ones who invented Skype consultations and ordering food delivery, so offer products or services that don't require them to leave the couch.
3 Generation Y is not loyal to brands. They frequently change their preferences and don't get attached to brands.
What to do? People who bought “Tide” today and “Ariel” tomorrow are open to dialogue and value attention to their needs. They are drawn to customer-oriented companies that can establish long-term, deep interactions with their audience. For example, a congratulatory SMS campaign might help “melt” their hearts.
4 The modern audience under 37 is extremely critical and has no heroes. According to psychologists, this is the first generation to reject the “cult of heroes.” While previous generations “worshiped” Stalin, admired Gagarin, and carried Viktor Tsoi around on their shoulders, Generation Y is skeptical of idols.
What to do? Avoid using celebrity endorsements and focus on honest reviews and testimonials from fellow “Y” members. Also, leverage viral campaigns and “word of mouth,” as “Millennials” tend to trust their friends and acquaintances.
Interestingly, in China, Generation Y is referred to as the “Strawberry Generation.” According to the Chinese, these people were raised in “greenhouses,” easily “crumple” like strawberries, and cannot handle social pressure or hard work. They are characterized by arrogance, laziness, selfishness, and defiance. However, we wouldn't be so categorical.
Generation Z
1 “Just do it” – the motto of the new younger generation. They are more active than “Y” and are considered doers. They are easy to motivate and incredibly hard to divert from their path.
What to do? Fully leverage this feature! Play on the self-esteem of “Z” members, which strives for the sky, show the utmost respect for their lofty goals, acknowledge their achievements, and encourage their growth in your marketing campaigns.
2 Generation Z is even more negative toward open advertisements, and they pay 3 seconds less attention to ads compared to “Millennials.”
What to do? Offer “Z” movement and activity. They will gladly participate in quests, join flash mobs, or put the necessary hashtag under their post. They want to be involved in the process, and if the advertising campaign has high goals, it's even more pleasant. Like Generation Y, “Z” members love fighting for panda conservation, refusing plastic, and reducing harmful emissions.
3 The younger generation doesn't want to wait. Raised by “Millennials” and growing up in the era of the Internet and smartphones, Generation Z craves instant results.
What to do? Save their time. Call back in seconds, organize extremely quick consultations and lightning-fast delivery. Also, make sure your website or mobile app loads quickly.
4 Generation Z has higher brand loyalty. Compared to “Millennials,” they are more attached to their favorite brands.
What to do? Create the illusion of a team. If you're selling mugs with superheroes, tell “Z” members that now they're part of the “Marvel” family, for example. And don't forget to create a transparent company image. It would be nice to donate 3% of the profits to a fund that fights factories recycling Batman figurines. Of course, we're exaggerating.
It's well known that before launching a product or service to the market, you need to thoroughly study your target audience and create a future customer avatar. When planning marketing campaigns targeted at young people, don't forget to consider the features of “buyers of the future” and understand the psychology of your customers.
