TURNS OUT, DIGITAL FOG IS A THING

Those born after 1996, otherwise known as Gen Z — the digitally native generation — have pretty much reached adulthood in front of one screen or another. What likely started as an affinity for Clifford the Big Red Dog matured into a preference for Pokémon, and viola — a flip phone replaced the remote for the kewlest screen time of all. Is it any wonder they are looking to get their hands on a real connection? 73% of Gen Z reports feeling digitally exhausted. What does that mean? Tapping a keyboard and swiping a screen protector isn’t cutting it anymore.

So much so that in a recent survey by Adolescent Content, 67% of Gen Z respondents consider themselves to be downright crafty. Granted, their love of all things slow and stress-free was inspired by social media. Consider it self-care by way of Gorilla® Glue or grandma’s heirloom knitting needles. You know what else? They’re skipping Spring Break in favor of quieter, more meaningful exchanges and adapting life goals such as having farm animals in the backyard to connect with nature.

IN REAL LIFE, EXPERIENCES ARE THE NEW CURRENCY

Gen Z is indeed hyperconnected, but they feel the need to ground themselves with experiences that are known as living IRL. They take their online interests offline to balance it out. They crave communal spots to hang out over shared interests. It’s not that they aren’t inspired by digital content, but they want to take what they see and get their hands on it for themselves.

What happens when a digital native has an impactful experience? They share the wealth, but in their own way. Let’s face it, brands create more content daily than there are cowboy boots at Coachella. Now’s the time to see what happens when the targeted audience personally does the sharing. FOMO is alive and well, that’s what. Gen Z’s IRL content is exactly the domino effect brands are seeking.

Take heart, brick & mortar. But also take note.

Generation Z not only craves literal face time; they want a meaningful exchange, so it's time to really show up in 3-D. Imagine you’re a retailer that brings Gen Zers in the door. Give them more than they’re shopping for: a discovery, something to talk about. Better yet, to touch, taste, try out, try on, flip, flop, whistle, snap a pic, share. Sure, they’re out and about in the real world, but they still have a digital beast to feed — hello, followers.

It's not that influencer marketing doesn’t appeal to them, but this generation is looking for true-blue authenticity. To them, that means doing the influencing in their own way. By motivating their followers to enjoy their own connections with brands, they’re doing their part to keep it real.

When your generational marketing strategy includes building a community, you’re on to something IRL. Give the next generation of decision-makers fodder for their online conversations, and you’ll get user-generated content in exchange.

This generation has been watching trends their whole life, and they are looking to join the party. Consider how your brand can show up for them IRL, and invite them in. Think TikTok, Instagram, and YouTube, then get creative.

THAT’S WHAT ADCOM IS HERE FOR

We can help you show up big for Gen Z in an authentic way. Interactive event? Pop-up shop? Community-driven experience? Whether you want them to connect with your brand, advocate for your cause or join your industry’s workforce, our integrated approach will draw digital natives your way so they can do what they do best — share with their communities.

ABOUT THE AUTHOR:

In case it’s not painfully obvious, Julie Robinson is not Gen Z. Her early days of screen time were in black & white, but she does have Gen Z offspring. She’s a Creative Director, writer and ad agency lifer who strives to make IRL as juicy as possible every chance she gets.