How Top Companies Are Marketing To Gen Z

When appealing to Generation Z, companies and corporations have to take Generation Z’s unique characteristics, morals, values, and desires into consideration. Approaching this new generation of consumers and connecting with them needs to be done differently than before. Companies need to utilize technology, emphasize and articulate intentions, and be thoroughly transparent with the new generation entering the workforce.

There are 3 companies doing this now:

1. Starbucks

One company that works hard to appeal to Generation Z is Starbucks. Starbucks is currently working to raise its starting pay for employees to $15, and up to $23 for baristas. Generation Z has seen recessions and watched the economy plummet over their youth. In order to turn this around, the largest generation entering the market needs to also have adequate purchasing power. Companies like Starbucks who advocate to increase the minimum wage draw in Generation Z. Starbucks also offers its employees an opportunity for higher education through online schooling at Arizona State University. Many members of Generation Z are directly entering the workforce after high school instead of going to a college first. This opportunity offers Generation Z a free higher education and the ability to simultaneously earn wages, therefore creating high interest in working for the company. 

2. Meta

Meta is the owner of Facebook and the well-known social media application, Instagram. Generation Z is fluent in technology and uses it frequently every day. In the last few years, Instagram has created a space for small businesses and independent entrepreneurs to thrive. The platform allows for businesses to not only advertise goods and services, but also sell products through the application via their own online marketplace. This opportunity that Instagram has created is highly applicable to what Generation Z desires. Generation Z is a highly entrepreneurial generation. Creating a business account allows entrepreneurs to utilize Instagram’s highly targeted advertising system, market and promote their business, connect with customers, and work from home. 

3. Apple

The third company with progressive policies that is drawing in Generation Z is Apple. Apple is huge on diversity and equality. The company is highly transparent with its intentions to remove the pay gap and lack of inclusivity, decent healthcare, and quality education for its employees. Apple offers healthcare that covers both physical and mental health for its employees. Generation Z is a product of generational trauma and passed-on hardships, and the reality surrounding them is not pleasant. Covering mental healthcare is one of the most progressive, applicable, and helpful policies that radically supports employees. Generation Z is big on morality and they want to know that the companies they support and work for support the causes they also support. At Apple, the company will match any donations its employees make to organizations, as well as contribute $25 for each hour an employee does volunteer work, up to $10,000 per employee. Supporting social, economic, environmental, and political causes is huge for Generation Z and this is definitely one of the most progressive policies practiced in the workplace. 

Sources

Faerm, S. (2018, October 15). TARGETING ‘Z’: Marketing and Branding Strategies for an Emerging Generation. Retrieved February 1, 2022. 

Wilson, S. (2021, March 12). Where brands are reaching gen Z. Harvard Business Review. Retrieved February 2, 2022, from https://hbr.org/2021/03/where-brands-are-reaching-gen-z