They are the biggest online consumers and are on the way to becoming the biggest spenders. So it comes as no surprise that an increasing number of brands are communicating with Generation Z – children and teenagers born after 2000 – who are technologically more advanced and heavily influence their families’ spending habits.
Reaching out and marketing to them means big business.
Born to buy
According to the Journal of Consumer Research, when children are exposed to advertising before the age of 13, they develop long-lasting feelings towards the brand for years to come. Hospitality brands have been quick to see the benefits of creating brand loyalty and have subsequently rolled out a variety of schemes targeting their younger guests.
The Four Seasons Resorts & Hotels provide special gifts for children upon check-in, including colouring books and puzzles. Once in their room, they have mini bathrobes and slippers, and child-friendly, tear-free toiletries. They can even choose dinner from a kids’ menu and cuddle up with a toy camel at night.
Pullman hotels have also embraced this new generation, creating numerous campaigns on social media for the younger generation. The marketing and communications manager at Pullman Dubai Creek City Centre, Vanessa Chinopoulou, says children often influence their parents’ decisions.
She says: “Children have a huge impact on their parents’ decision while booking a hotel room. If they liked the pool, the food, the kids’ snacks, the kids’ corner, etc., these contribute towards a child’s journey. We heavily invest on drawing books, magic planet free cards and baby-sitting services upon request. We try to deliver a pleasant hospitality experience where the entire family feels special and pampered.”
She explains that engaging in such activities targeting children leads to brand loyalty. “Our brand motto is ‘Our world is your playground’. That alone shows how fun it is to be part of the Pullman family,” she adds. “We constantly try to be updated on new technology, activities and in-house services aimed towards the younger generations. Our residences’ spacious apartments have always been preferred by families who wish to have a home away from home. This results in repeat customers from all over the world.”
What they want
Social media influencers have a large role to play when marketing to Gen Z; several hotels even provide free stays and dining experiences to influencers so they can post their reviews on various social media accounts.
Dubai-based food blogger Naomi D’Souza, who boasts more than 54,500 followers on Instagram, says: “Social media is popular around the world mainly because of teenagers. Hype around the smallest things, be it regarding food, destinations or even fashion, is mostly created by them.”
What is posted online also influences Gen Z and they, in turn, influence their friends or parents (who may not be very active on social media). Most of them even end up tagging their parents to convince them.
D’Souza notes: “Pictures speak louder than words – if a destination looks attractive, it catches the eye of the reader and they will get influenced to visit it. In my view, Gen Z is great to come up with ideas on travel destinations and this makes it easier for parents to do further research and short-list. Such joint decision-making can bring the family closer and make holidays more enjoyable.”
However, these technologically advanced individuals also possess an incredibly short attention span. Statistics by Upfront Analytics reveal that the average attention span of this generation is just eight seconds. Brands have to work hard to not only get their attention but to also come up with innovative ways to keep it.
Despite the fact that even the eldest members of Gen Z may not be old enough to drive a car, auto dealers are working hard to ensure they are accommodated in their showrooms. The group marketing manager of Al-Ghandi auto – the regional dealers for Chevrolet and GMC – David Devine says buying a car has now become a family outing and companies should cater for the same.
“Teenagers and children have opinions on which vehicle is right for them and, to a certain extent, what is right for the family. A typical Saturday afternoon is now a family outing to buy a car; everyone is involved and everyone’s opinion counts. [They all have] valid opinions and points, but we probably [have to] serve a different marketing message to relate to them,” he says, adding the company they also hosts specific events and marketing activities targeting the entire family, especially Gen Z.
Marketing insight resource Experian reports that 15 per cent of parents will spend more money if they bring their Gen Z child shopping with them. So, making car showrooms all the more appealing for children seems like a well-thought-out strategic move for auto traders.
Glued to technology
On the high street, brand retailer Apple has perfected its Gen Z appeal. Aimed at tech aficionados and the young, hip generation, Apple stores are bright, inviting and highly interactive. Free Wi-Fi is offered in all outlets, along with photo-sharing opportunities and fast-paced transactions, making it attractive to even those with the shortest attention spans.
This means technological advancement is a key power that this generation holds and experts agree that the aim should be to create multifaceted, cross-platform campaigns throughout all relevant channels.
While older generations use three screens on average, Gen Z use five – iPad/tablet, Smartphone, laptop, desktop and TV. Also, experts point out that the power of social media should not be overlooked. Brands must engage social media influencers to promote their products, in addition to providing plentiful opportunities for Gen Z to share their experiences online and with their parents.
Overall, while teens and kids have often been at the centre of a product’s marketing campaign, marketers need to determine if their brand fits within their spending patterns and their tastes.
A detailed version of this article appeared in the Dec 2016-Jan 2017 issue of Gulf Marketing Review.
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