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The generation we are born in defines who we are. Be it Millennial, Generation X, or any other generation, they are likely to respond to advertising in a way that aligns with others from the same generation. With Generation Z which mainly comprises of individuals born between 1995 and 2015 now entering the workforce, they are poised to upend the digital marketing industry.

How is Gen Z disrupting digital marketing?

• This generation is unique as they have always had technology as a part of their lives and they have never known life without social media and smartphones. This shift has led to the way we communicate, connect, and market to one of the fastest-growing consumer bases. They are also a generation that has transformed multitasking into an art form. Having said that, Gen Z stands to contradict themselves as they are comfortable with analog forms of communication instead of the digital channels.
• For Gen Z, a workplace is a primary place where they feel the most comfortable and prefer face-to-face communication. With more and more of this generation joining the workforce, it becomes essential for any digital marketer to gain a basic understanding of what makes them tick and their preferred channels of communication.
• Gen Z has values that include determination, independence, and a strong work ethic and they love to learn new things. They create anything and everything and use social media channels to promote it. It is in their era that influencer culture has picked up and become a unique marketing avenue. Influencers set the precedent for trends by promoting clothing lines, beauty products, social causes on their blogs, social media channels, or by creating videos. Influencer culture provides a unique opportunity for marketers to think outside the box and convert Gen Z followers into leads. Getting an understanding of influencers or channels that make them stand out will help in reaching a wider audience.
• Social causes are a major selling point for Gen Z. a large population of them believe and advocate for the environment. They are a contribution to promoting the sustainable product revolution. The cause coupled with digital interaction provides a perfect avenue for marketers to connect with Gen Z potential consumers who are willing to pay more for sustainable products. Gen Z is searching for sustainable fashion products video content to engage with providing a platform for marketers to reach them.
• Gen Z is accelerating the change in the communication industry. Marketers must focus on understanding the rules behind social media functionality. E.g. hashtag best practices- when these are used to grow the audience base, the focus should be on not only appealing to the target audience but also on the causes they support. Another important aspect of communication is the ability to adapt. Gen Z shows lightning-speed dexterity as they navigate their smart devices, switching between apps skillfully and easily. This generation is equipped to multitask and also are looking for a change. The digital marketing campaign should be designed to keep these principles In mind and prepare for the unexpected.
• Disruption is a part of the digital marketing world, making change a constant for digital marketers who need to navigate this change for achieving success. Staying on top of social media trends is not enough. The focus needs to be on technological advancements that will help expand the reach.

Gen Z is defined by its relationship with technology, its commitment to social causes, and transparency. The use of technology helps in documenting every aspect of their lives from leisure to work. This combination poses a challenge for digital marketers who are struggling to keep up with Gen Z.