Marketing to Centennials

We talked about Baby Boomers and Millennials (and skipped Gen X).  But what about the Centennials (aka Gen Z) who are now aged 23 or less?  If that is not an example of how you cannot talk to an entire generation the same way then what is?  Some of them cannot even walk let alone talk.  Yet you’ll get social media gurus talking about marketing to this “generation”.  And let’s face it, if a kid has a digital device in its grip, you can be assured someone will be trying to market to them.

Who are Centennials

In marketing terms, they are 18-23 years old but in reality it goes a bit younger looking at tweens upwards. Is this group different? Some interesting facts about Centennials include:

• They make up 23% of the US population.
• They have parents from several older generations including 14% boomers.
• Few are married or have children themselves.
• 64% consider themselves “savers” rather than “spenders”. Not great news for marketers.

They are growing up post 2008 global financial crisis and, interestingly, they include the group born post September 11, 2001 who are now 17.  The first of them just became adults when Donald Trump was elected president. Understandably, their views on life are markedly different to Millennials.

According to research, they are known for:

• Openness – Living by the motto: ‘You do you’, Centennials give themselves and others permission to be different, and express those differences how they see fit.
• Resilience – Coming of age during challenging times has made Centennials learn that hard work and grit are the keys to success in today’s world. They know they will face roadblocks, but are prepared to overcome them.
• Realism– Well acquainted with limits and constraints, Centennials have grounded, realistic expectations for themselves and the way the world works.

Social Media Usage

First, they are not on Facebook. Sure, some of them might still have accounts but they don’t really use them . Don’t let anyone tell you different.

They are on SnapChat. They have their Instagram accounts along with their Finstas.  They were on Vine and bemoan its passing.  And yes they are on YouTube with a vengeance.

They text rather than talk, even when in the same room.  Skype is not for them unless their phones have been confiscated.  Email is also antiquated – it’s for school and work. Talking on a phone is weird. Even SMS is too personal and reserved for social media blackouts.

They are about transience rather than permanence.  They don’t need to keep a record of every conversation. They selfie themselves to death but don’t feel the need to keep photos for memories (yet).

But they do shop; particularly the girls.  And they do it online, often window shopping, adding items to wishlists or carts with multiple browser windows open to comparison shop on the same or different sites.  (Take note eCommerce developers).  They snap photos to get friends’ opinions. They don’t always buy. They shop in stores together. They take selfies in shop dressing rooms to send to each other as well as to their Moms for approval.

They are the ones, if we are honest, who actually set trends as much as they invent our language. Words go in and out of fashion faster than marketers can learn what the tea is.  So how do you market to these kids who never read anything on paper except the odd textbook?

The same research recommends:

• Be authentic and open – take a genuine and honest approach and you’ll gain trust and loyalty.
• Embrace diversity – they are increasingly pluralistic and polycultural, so brands need to be too.
• React quickly – they’ll let you know if something’s not working for them, so take swift action.
• Share control – give them ownership of your brand.
• Show passion for your market – know your category, innovate, push the boundaries, show you care.
• Champion a cause – Give purpose as much importance as profit.

Not bad advice no matter who you are marketing to!