Gen Z vs Millennials

A digital native standoff lays before marketers - Gen Z vs. Millennials. 

Which generation will drive ad campaigns? Revolutionize digital marketing strategies? Change the way organizations interact with consumers?

For nearly a decade, the conversation around Millennials (born between 1981 and 1996) - how to market to them, work with them, and connect with them - has dominated organizational development. Millennials have been accused of tanking industries, upending societal norms, and destroying almost everything that (remotely) resembled the pre-Internet era. According to recent headlines, Millennial consumers are credited with killing canned tuna, divorce, golf, motorcycle sales, paper napkins, and, yes, even yogurt. 

As more demographic information emerged, societal trends indicated a clear distinction between Millennials and Generation Z (born between 1997 and 2012) was noted. These two digitally-driven generations differ in many ways, including their beliefs, expectations, and priorities. The generational differences between Generation Z (Gen Z) and Millennials are forcing millennial-obsessed marketers to take note and change how organizational leaders plan strategy. 

While most industry professionals are aware of how Millennials impact our world, far fewer are familiar with how they differ from their younger siblings - Gen Z. Due to their colossal size and corresponding impact, both generations will remain a high priority for organizations seeking a sustainable future. Understanding the differences between Gen Z and Millennials is paramount for organizational leaders in any industry. 

Gen Z vs. Millennials: How do they differ?

Technology

Many Millennials remember a world without smartphones, social media, and endless streams of blinking, chirping, and flashing notifications. Millennials’ pre-tech lives have significantly influenced their expectations regarding what constitutes a quality relationship and the needs surrounding communication. Millennials are socially savvy, yet, their social media usage differs significantly from that of the actual digital natives - Generation Z. 

Technology has been a part of Gen Zer’s lives since Day One. Members of Generation Z may not even remember life before the digital explosion. Chances are, Gen Zers were online (or pictures of them were) before they were adults, courtesy of their tech-savvy Gen Xer parents. Consequently, Gen Zers profess a different perspective regarding technology and its role in their lives than Millennials - a generation who’ve maintained control over their digital footprint since its conception. 

Social Media

Both Gen Zers and Millennials use social media; however, they use it very differently. Millennials are profound publishers of online content, from routine Facebook updates to brand reviews. Millennials use social media as a sounding board for all aspects of life. Gen Zers approach social media from an alternate vantage point. Generation Z prefers social media apps like Snapchat and WhatsApp over Twitter and Facebook. Disappearing content - content that won’t come back to haunt users later in life - is an essential in-app feature for Gen Z social media users. 

Generation Z spends more time on mobile devices and streams more digital media content than any other generation. A 2018 survey by Pew Research revealed that 45% of Gen Zers were online “almost constantly.” Youtube, Instagram, and Snapchat remain Gen Zer’s top three favorite social media apps, as these social media platforms contain the in-app features Gen Z prioritizes. While Facebook has enjoyed a longstanding status as the top social media app for previous generations, surveys show that Gen Zers are allocating their screen time elsewhere. 

Brand Loyalty

Millennials are notably more brand loyal and brand-conscious than their younger counterparts that make up Gen Z. In 2017, 60% of Millennials reported brand loyal purchasing patterns, while only 42% of Gen Z respondents cited similar brand-loyal behavior. Supporting organizations that align with their values often dominates purchasing decisions made by Millennials, even if the purchase price is, well, pricey. On the other hand, Gen Z is reported to prioritize frugality, engage in price comparison, and shop around to find the best deal on items they want. 

Organizations are rapidly trying to crack the brand loyalty code for Gen Zers by implementing user-directed marketing campaigns, revitalizing rewards-based loyalty programs, and incorporating more customer-focused, tech-integrated experiences (augmented reality, anyone?). Recognizing the generational differences within the consumer purchasing process can help organizations develop a marketing strategy that will resonate with both Millennials and Gen Z consumer cohorts. Just because they are both young and own a smartphone doesn’t mean they spend money the same way.  

Gen Z vs. Millennials: How are they similar?

Similar views on policy

Millennials and Generation Z are the most diverse generations in American history, with Gen Z being more racially and ethnically diverse than their Millennial predecessors. Recent studies show that Gen Z and Millennials are similar in politics, with slight exceptions within the far-right political camp. The majority of Gen Z and Millennial voters are increasingly progressive in comparison to their Baby Boomer predecessors on matters of gender, race, and sexuality. While Gen Z and Millennials may differ somewhat on consumer preferences and economic expectations, the two digital native cohorts come together to establish a more inclusive society where diversity is viewed as an asset to the community.  

Entrepreneurship

Millennials and Gen Zers are entrepreneurial; however, Gen Z takes the cake when pursuing self-employment early in their career. According to Harvard Business Review, the majority of working teens are forgoing a traditional entry-level job for more entrepreneurial endeavors, like starting a lawn business, teaching music lessons, and building a dog sitter clientele. Moreover, thanks to globalization, offshoring, and the devastating effect of the Great Recession, Millennials and Gen Zers are less confident that loyalty to their employer will be rewarded in today’s increasingly competitive world.

The entrepreneurial drive of Millennials and Gen Zers presents multiple implications for modern organizations. This evolving career goal trend will continue to impact how employer benefits are structured to remain competitive, the frequency of contracting labor outside an in-office team, and expectations regarding workplace autonomy and schedule flexibility. Organizations that foster and reward intrapreneurship within their culture will remain better positioned to attract Millennial and Gen Z talent. 

Digital Expectations

Both Millennials and Gen Zers expect brands and organizations to be accessible through online channels. They want to connect with the companies they patronize on social media, receive support through electronic options, and cultivate relationships with organizations online. If your organization is socially-savvy, Millennial and Gen Z users will reward you with social media support. If your organization is absent (or inactive) from popular digital platforms, Millennial and Gen Z consumers won’t even know that you exist. 

Organizations should prioritize a Millennial and Gen Z-friendly digital communications strategy focusing on community-building and follower engagement. Viral content and uber-trendy hashtags aren’t required. Instead, an authentic, consistent, and engaging digital strategy is what cuts through the obtrusive noise that too often congests users’ feeds. Social media trends come and go. The results generated from a no-BS, user-focused communications campaign will close generational divides and engage the future. 

Ready to take your organization’s marketing strategy to the next level?

Becker Digital can help your organization develop a marketing strategy focused on meaningful connections and quality content to help position your organization for the future. Millennial and Gen Z users are ready to connect with your organization. Can they find your organization? Contact Becker Digital at info@becker-digital.com to schedule a consultation and learn more about digital strategy for your organization.