A Wren Says

If you notice, media outlets have been reporting that Gen Z is pushing for a return to the office. While other generations have been relieved by the freedoms of remote work, this group wants to leave the comfort of their own homes. Why? As NPR puts it, it has to do with professional FOMO. They are missing out on the many opportunities that the generations above them were able to receive by the happenstance of office life. Based on the content of this blog, you might be curious, “What does that have to do with anything?” I promise you, so much. That is not a throwaway news article, it is golden information.  

If you keep digging you will learn that the demographic is actually craving in-person experiences, community, and a sense of real connection. And truthfully, they are still shopping in store and want to experience products before they buy. Having that information can help you shape your messaging and how you reach out. You switch your aim from just trying to reach Gen Z, to communicating how they can benefit and feel like they are a part of something bigger.

I often preach the importance of doing your research and conducting analyses when it comes to putting together your marketing strategy. When you see (free) research come out about social trends, that is your cue to store it as data to help you craft your marketing plan. It can help you craft information about your potential consumers and get a better understanding of the market overall.

With a TikTok ban (potentially) looming, you might be concerned that you will lose your Gen Z audience. After all, when marketers think about how to reach Gen Z, the first thought is, “We gotta get on TikTok!” The focus is on how this generation of digital natives live on social media, but that is just one aspect of their lives (albeit a big one). Without TikTok, you are going to have to put in more work and be more intentional about how you connect with Gen Z. Your job now is to actually get to know this group. What is it that they want, desire, need? How do they think? What resonates with them? After all, the social media app you choose is just a channel; you still have to craft a message. What are you going to say?