In recent years, there has been a great focus on consumer trends and desires of baby boomer and millennial customers. The last of the boomer generation is entering the 55+ age bracket and a majority of millennials have entered the workforce. Less attention, however, has been focused on Generation Z. The generation, generally defined as individuals born between 1995 and 2010, comprises over a quarter of the U.S. population and is projected to command nearly 40% of all consumer shopping by the end of 2020. As the oldest Gen Zers enter the workforce, NAHB Now shares several tips to consider for capturing the generation's attention in marketing campaigns.
- Ensure a streamlined digital experience: 60% of Gen Z shoppers won’t use apps or websites that load slowly or are difficult to navigate.
- Make it quick: Gen Z has a short attention span — 15 seconds, to be exact. “If you don’t grab them in those 15 seconds, you’ve lost them,” Good shared.
- Be responsive: Gen Z is highly mobile and expects fast responses. For example, 60% will hang up on a phone call if it’s not picked up in 17 seconds.
- Use real people and real messages: Gen Z doesn’t respond well to celebrity spokespeople; 63% would prefer real people in marketing messages to celebrities.
