Change is inevitable. We are in a decade defined by technology and digitisation, and with newer technologies coming to the forefront, consumer attitudes and trends have changed.
While many businesses continue to fixate their attention on Millennials, there is a new power player in the market – Generation Z. Also known as “Digital Natives,” Generation Z is synonymous with technology. Born between 1997 and 2012, they are the first generation to grow up with technology right from the very start.
Generation Z is the largest generation ever, comprising around 22% of Hong Kong's population, and almost 30% of the world’s population. With over 2 billion members of Generation Z worldwide, exceeding the millennial population of 1.8 billion people, there is plenty of reason to target Generation Z as one of the main purchasing powers. On average, every third consumer belongs to Generation Z, forming a significant percentage of the global population. As Generation Z continues to grow and enter the workforce, marketers need to understand them in order to succeed.
Generation Z Brand & Marketing Trends
As Digital Natives, marketers need to tailor their tactics to meet the needs of this generation. Before purchasing anything, Generation Z tends to research on their respective devices to learn more about the brand, and the other products they offer. With a world of information at their fingertips, they are selective in their decision-making when it comes to new purchases.
Timeliness is also key when it comes to targeting Generation Z. Brands should move around as seamlessly around digital devices as they do, and customer service has to be immediately accessible to ensure satisfaction. While previous generations might be more accustomed to communications via phone or email, Generation Z is used to having their customer needs met on social media platforms such as Instagram and WhatsApp.
Having grown up using digital platforms and technologies saturated with visual content, Generation Z is attracted to short videos and strong visuals, with an emphasis on quick yet effective storytelling. To draw them in, marketers need to showcase the personality of their brand and integrate powerful storytelling in a realistic and relatable way.
However, with the saturation of content on social media at an all-time high, the average attention span of Generation Z is 8 seconds, in comparison to Millennials’ 12 seconds. This means that marketers must capture their attention and convey a key message within 8 seconds.
Attention Economics: The Concept Behind Capturing
Attention economics is an approach to the management of information that treats human attention as a scarce commodity and applies economic theory to solve various information management problems. According to Matthew Crawford, “Attention is a resource—a person has only so much of it.”
So, How Do You Market Restaurants to Gen Z?
The first step is simple. Ensure that you have enough information about your brand accessible online via Google My Business and Social Media. As one of the more selective consumers, Generation Z likes to do extensive research before committing to any decisions, and having all the information they want available is one of the most basic steps to securing their attention.
The information you should have easily available and visible in the first couple of seconds on your site are:
How your brand identifies itself. Is it fine-dining? Casual? Japanese? Italian?
What ideology defines it? Sustainability? Authenticity? Creativity?
Menus. 86% of customers will read a menu before making a booking - not just Gen Z!
They’re also price-sensitive and like to estimate all their costs, so make sure that prices are listed on your menus to help them along with their decision.
On top of that, establish strong customer service in place for your website and social media to meet the immediate needs and questions of your Generation Z customers anywhere, anytime. Generation Z values quality and seamless digital services and social media has become the new front for customer service. Instant responses and a representative always on standby are king to swaying those Generation Z customers that are undecided, but interested enough to make an enquiry.
Never miss a moment.
Speak to our team about our Social Media Customer Service.
Make sure your website has effective UI/UX design and ultra-short loading times to capitalise on those crucial first 8 seconds.
In addition to effective UI/UX, strong visual branding is imperative in capturing the attention and interest of Generation Z audiences. With the rise of TikTok/Douyin and new short-form video features such as Instagram Reels, video content has become the new standard. Remember to take advantage of the 8-second rule. Ensure that your photos and videos are attractive, and go deeper than visual attractiveness in under 8 seconds. What message are you communicating in that 8 seconds?
One of the critical things to note about Generation Z is that they care about the value of your brand. Go beyond shallow marketing techniques, and show that you care about what’s important. Whether your F&B brand supports sustainability, environmental awareness, or has vegetarian options, make sure to tell your story in a way that makes you stand out and build brand loyalty among the right audience.
End-to-End Marketing, By Restaurant Marketing Experts
If getting onto the digital trends and using social media like a native sounds like a tall task, you can always count on the professionals. Monogic is formed of former in-house restaurant marketers at leading restaurant groups.
Monogic offers all-in-one data-driven F&B marketing solutions across all channels, which cater to your target audience.
To learn more about our services, send us an email and schedule a meeting with us.