Generation Z, born between 1997 and 2012, have always been well-connected and are the world’s most diverse generation to date.

Gen Z have become advocates for some of the biggest workplace changes, like working from anywhere; however, within the realm of marketing, their biggest impact is arguably their approach to marketing. Their online presence, questioning of outdated normalities and willingness to push boundaries have transformed the face of marketing.

Let’s be real. Marketing has always been a result of making connections. That’s, in part, why so many of Gen Z entering the workforce today are so effective as marketers.

But in marketing terms, they’re doing it in ways that are having an impact on a scale not really experienced before. That’s what makes their approach to marketing exciting and effective for target audiences. Their style is, pervasive and immediate, which caters to audiences who consume content at unprecedented speeds and volumes.

Marketing initiatives by previous generations that relied heavily on early television, radio and print would not have been able to compete on such a scale. Those platforms are still part of the mix, but for Gen Z, they do not possess the influence - or priority - they once did.

And that’s the point. We must acknowledge that Gen Z marketers are operating in a very different market environment. Their target audiences expect answers now, and they’re not afraid to make real-time comparisons about claims you make about your product or service before making a buying decision. They have the tools at their fingertips to do it from anywhere and share it with others, too.

They obtain, digest and spread information far more quickly than previous generations, in part because the platforms they use to conduct market research, make their marketing decisions, and implement their campaigns are more immediate. They know exactly where and how to get the information they need instantly, which makes their campaigns as timely and contemporary as possible.

Gen Z marketers get to the point very quickly. Although the need to make a point quickly isn’t a new component of successful marketing. What is new is that the message must be delivered across every relevant platform, spanning almost every national or global region – often with some strategic tweaks to cater for regional preferences or sensibilities.

Interestingly, Gen Z marketers are quite used to doing this. After all, they are the first generation to grow up with smartphones and social media, which means they speak digital far more fluently than any previous generation. They are adept at navigating digital platforms which means that businesses must adapt their marketing strategies to be digitally focused if they want to reach them. Gen Z responds well to personalised, interactive content, influencer marketing, and authentic storytelling through a range of social media platforms.

According to eMarketer, Gen Z has an estimated $360 billion in purchasing power. They earn well and they spend well, but for marketers to tap into that reservoir, they must adapt their strategies in ways that resonate with Gen Z buyers. The generation values brands that align with their personal beliefs, which overall includes a demonstrable sensitivity to climate change, their desire to establish a sensible work/life balance, and their strong support for mental health initiatives. It is well documented that certain aspects of digital media, can take a toll on self-esteem and Gen Z is acutely aware of those potentially negative consequences and the need to guard against them.

The need for marketers to innovate is as important as ever, but the resources and expertise required to meet the new cornerstones of Gen Z marketplace expectations may not always exist in-house. As Baby Boom marketers become fewer, their skills need to be replaced, which partially explains the number of marketing degrees being bestowed on Gen Z. According to Statista, in 2021 Gen Z made up for just under 12.7 million of the UK’s population, with 4.3 million of them entering the workplace in 2022. Among them will be a lot of fresh new marketers, with exciting new ideas and original approaches to persistent, and emerging, challenges. That’s why so many marketing firms and brand-name corporations are spending a great deal of time and money recruiting, training and deploying Gen Z employees in positions of increasing responsibility, to learn from, and exploit, their generational insights.

Gen Z’s overall influence will one day inevitably give way to the marketing preferences of Generation Alpha, - the last being born in 2024 – who will begin to exert their influence on society with their own set of values in the decades to come.

There are futurists who are already postulating on what kind of tools Gen A marketers will have at their disposal, but it’s likely that they will be built on a Gen Z foundation.

They’ll just be even better connected.