For small business owners, reaching the next wave of customers is essential to long-term success. But attracting younger consumers often requires recalibrating your marketing approach-specifically, social media marketing. What resonates with baby boomers, Gen Xers or even millennials can look very different from what Generation Z expects.
Generation Z (ages 15-30) already wields an estimated $9.8 trillion in global spending power and is projected to drive nearly 20% of global consumer spending by 2030. To earn their loyalty, businesses must understand Gen Z’s values and buying behaviors. Not only are they the first true digital natives-raised entirely in the age of smartphones and constant connectivity-but they’re also passionate about social causes, diversity and personalization. All this plays a role in how they discover, evaluate and shop.