The peer pressure put on young Z’s to conform to the latest trends is perhaps one of the strongest in this age of consumerism. The most marketed-to generation ever, the Z’s watch between 30,000 and 40,000 commercials a year. Because the parents of the Zeds are usually financially well off, it can seem easier to relent. Consequently, the average Australian household with dependants owns in excess of 100 toys and one in four families with children spend more than $500 per child per year on toys.
For the 21st-century generations, the educational and technological developments have had psychological impacts. When comparing Generations Y and Z with previous generations, it is clear that how decisions are made and how consumers are engaged have changed. Today we are dealing with consumers who need to be engaged more on the emotive than the cognitive scale. They have been influenced not just by the scientific method but also by virtual reality. So for them it is a world of experience – not just evidence.
To engage Gen Z’s as consumers, marketing tools should be looking to create products that are, or make Gen Z feel socially connected, fun and entertaining, cool and socially desirable, life enhancing, new and innovative.