Free Assessment: How does your inbound marketing measure up?

Get Started

Free Assessment:

How does your inbound marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.
Get Started

Free Assessment:

The ultimate guide to marketing to Gen Z [Infographic]

By Nicole Letendre

The ultimate guide to marketing to Gen Z [Infographic]

As marketers, we know that it’s not always the wisest decision to use the same marketing strategies, tactics, and messaging to reach audiences with completely different backgrounds.

It’s just not effective.

When creating content it’s important to craft messaging that relates to your specific customer’s goals, needs, values, and demographics overall. 

We might not realize it, but the generation that someone is born into is a big part of this. It significantly impacts their purchasing decisions and behaviors. 

Those born after 1996 make up the latest age group, known as Gen Z.

Gen Z makes up more than 40% of U.S. consumers as of 2020 according to Fast CompanySparks & honey also reports that Gen Z also has an estimated purchasing power of $44 billion annually.

This information shows that younger generations are becoming bigger decision-makers in the U.S. and as more and more enter the job market and generations like baby boomers retire, they will only become more powerful. 

If your brand is not currently marketing to Gen Z, you could be missing out on a significant revenue stream.

To target specific generations, like Gen Z,  we can use dedicated generational marketing tactics

An infographic created by Campaign Monitor surveyed over 300 members of Gen Z to break down exactly what marketers need to know to target this new generation. 

Online presence

The way that Gen Z consumes information has truly changed the way that we need to produce and promote our content. Gen Z, and the majority of millennials, get all the information they need through smartphones and computers.

The youngest generation is online the most out of any other generation with 44% saying that they’re online most of the day. 

Social media

Online means also on social media. Each of the major social media platforms, however, is used for very different purposes.

  • Twitter - used for getting important news and real-time interaction
  • Instagram - shows off their ambitious, trendy lifestyles
  • Snapchat - keeps all of their followers up to date on their daily lives
  • Facebook - used for general information

As a millennial, I use those social media platforms in basically the same way, but because I am not a big Twitter fan, I follow news stations on my Facebook page and often get most of my news by reading the articles that those stations post to my feed.

What does this mean for marketers? 

First off, social media marketing should be one of the most important focuses of your overall marketing strategy. Use the breakdown of social media platforms above to determine which platform would be best for your brand when trying to reach Gen Z. 

If you’re a clothing brand or promoting travel experiences, for example, Instagram would be your best option because this is the platform that Gen Z uses to show off their taste and type of life they live.


Email marketing isn’t dead! 58% of Gen Z checks their email multiple times a day and 37.4% say that they receive 1-5 emails in a single day.

They also prefer to receive emails from their favorite brands several times a week and use their accounts mostly for personal communication.

68% of this generation opens emails for sales or special offers and 60% open emails for relevant content.

If your brand sells to Gen Z and uses email marketing tactics, you need to ensure that you build a true connection with them through the content you create and include some sort of special offer. Don’t send an email unless there’s something truly in it for your audience. 

Habits and engagement

The majority of this generation says that they’ve purchased something they’ve seen in an email 1-5 times per month. 

29.8% say that they’ve made 2-5 purchases after seeing content on social media.

What does this mean for marketers? 

You can increase your revenue through email and social media by using the right messaging and visuals. Consider setting up ads on social media that have a clear call-to-action and make the purchasing process very simple.

I know that I’ve personally bought many things that I’ve seen on social media through ads, influencers, and my friends posting about something knew they’ve bought. The easier and more simplified the buying (or conversion) process is, the more likely I am to actually go through with the purchase.

Going along with the information above, the majority of Gen Z prefers to engage with brands through social media and email. They also love to receive promos and special discounts.

Brand loyalty is also very important among this generation. 55% say they’ll stick to a brand they like and 42% say they’re brand conscious. 

Unlike older generations, what the brand stands for and famous influencers that promote the brand have a huge influence on Gen Z’s engagement with a brand. 

They really value brands that are authentic in their messaging and brands that have an impact on society. This article by the Digital Marketing Institute dives deeper into why this is important to our youngest generation.


A connection is an important part of Gen Z’s purchasing decision. 

Be sure to portray the lifestyle you are trying to promote through video and imagery, connect with them on a human level, and utilize data to deliver the most personal experience possible. 


Free Assessment:

How does your inbound marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.


Content and Inbound Marketing 101
Published on June 28, 2020

Recent Articles

12 Tips for Improving Team Communication in Every Workplace [Infographic]
October 13, 2022 • 5 min read
What Are the Most Popular Types of YouTube Videos in 2021? [Infographic]
May 19, 2021 • 6 min read
88 compelling words and phrases to prompt website visitors into action [Infographic]
April 24, 2021 • 3 min read
7 must-have word-of-mouth marketing strategies [Infographic]
April 18, 2021 • 4 min read
The psychological meaning of shapes in logo design [Infographic]
April 17, 2021 • 1 min read
Content marketing in uncertain times: trends and facts to know in the ongoing pandemic [infographic]
February 27, 2021 • 3 min read
Top B2B digital marketing trends to look out for in 2021 [Infographic]
February 20, 2021 • 3 min read
Chatbot customer service statistics and trend you've got to see for 2021 [infographic]
February 13, 2021 • 3 min read
Does backlinking still matter for your SEO? [Infographic]
February 6, 2021 • 3 min read
5 tips for maintaining team solidarity while working remote [Infographic]
January 30, 2021 • 5 min read
Marketing and Sales Alignment When Using HubSpot and Salesforce [Infographic]
January 16, 2021 • 1 min read
Top design tips for e-commerce website success in 2021 [Infographic]
January 9, 2021 • 2 min read
The top 10 social media trends for brand survival in 2021 [Infographic]
January 2, 2021 • 4 min read
How to dominate your space with the HubSpot-WordPress plugin [Infographic]
December 19, 2020 • 3 min read
7 graphic design trends that will dominate 2021 [Infographic]
November 28, 2020 • 5 min read
Two key focus areas to optimize your blog conversion rate [Infographic]
November 21, 2020 • 3 min read
Chrome is saying goodbye to third-party cookies: How can marketers pivot? [Infographic]
November 14, 2020 • 1 min read
The importance of body language in your next big job interview [Infographic]
November 1, 2020 • 7 min read
Expert tips on designing for color blindness — from a color-blind designer [Infographic]
October 11, 2020 • 2 min read
How to handle negative thoughts and emotions at work [Infographic]
October 4, 2020 • 4 min read
9 keys to building an effective landing page [Infographic]
October 3, 2020 • 3 min read
Why website speed matters even more than ever in 2020 [Infographic]
September 27, 2020 • 2 min read
55 key design and UX stats to guide your next website redesign (Infographic)
September 12, 2020 • 2 min read
The eye-opening influence of Instagram on buying [Infographic]
September 6, 2020 • 1 min read
3 reasons why company culture matters (and how to build yours) [Infographic]
September 5, 2020 • 3 min read