How to Market your Small Business to Gen Z

Small businesses need to continually evolve their marketing strategies to appeal to new generations of customers. The newest generation is Gen Z. Born beginning in the mid-1990s and estimated to be 2.5 million strong, this is a critical customer segment for businesses of all sizes to target. 

Here are five tips for appealing to your youngest customers:

1. Get digital. Gen Z is the first 100% digital generation, born into a world of smartphones and connected devices. If you don’t already have a digital marketing strategy, you’re behind. That includes using a variety of social networking platforms to connect to customers and find niche audiences. Gen Z also expects rapid response and service through digital options from brick-and-mortar stores.  
2. Support social change. Gen Z tends to support brands that actively promote social change. They are more likely than other generations to support—and pay more for—stores and brands that support causes they believe in.
3. Find ways to connect. Connecting and building trust with customers is especially important to this generation, which has less brand loyalty overall than others. Creating connections begins with taking the time to understand their preferences and buying habits, then creating personalized messages and recommendations. 
4. Be genuine. Growing up with social media and fake news has made Gen Z jaded when it comes to the usual sales gimmicks and advertising puffery. Make your case to these customers in language that’s real and relatable. 
5. Utilize brand character and personality. Although Gen Z expects a digital presence, they also value an in-store shopping experience. Make sure your store is inviting and find ways to showcase what makes you unique.