Bob Garfield

3 misconceptions marketers have about Generation Z

  • Previous
  • 1 of 2
  • View as single page

Marketers have a new challenge ahead of them -- marketing to a new generation of consumers. Here's how Generation Z differs from Millennials.

Twitter is not very important to Generation Z

Twitter is great for Millennials. Millennials have had the fortune of growing up with Twitter from the beginning and feel an affinity toward the platform because they were there from its inception. Facebook has the same loyalty for similar reasons. However, the social users of Generation Z are a group who does not remember the birth of Twitter, and they therefore see it as an old mainstream social network. Already, marketers have noticed that Generation Z is moving away from established platforms and are more attracted to niche social networks that their parents might not have heard of. Marketers trying to reach this generation of consumers will have to direct their social media marketing efforts to places other than established and mainstream networks. Twitter and Facebook may be popular, but obsolete to certain groups.

Snapchat is meaningless at 11, meaningful at 13

Generation Z does not have a monopoly on stereotyping without evidence. Marketers and Millennials have their own prejudices about this new generation of consumers. One of the biggest is that most of Generation Z is on Snapchat. Snapchat has risen to become one of the biggest game changers in social media, attracting a large group of teens and tweens looking to connect with their peers in places that are out of the mainstream. However, just because Snapchat is popular does not mean it's savvy for every age group. At age 10 or 11, Snapchat may not mean a thing. It's not until age 12 or 13 does this rising social platform gains significance. Assuming that young social networks such as Snapchat, Kik, or 4chan are popular across the board with Generation Z is a mistake marketers shouldn't make.

Lewis Dvorkin, chief product officer at Forbes, has a unique and personal insight into how Generation Z differs from Millennials and Generation Y. He speaks with iMedia about the main misconceptions and how marketers should be more nuanced when targeting this new group of social consumers.