Move over millennials, there’s a new generation in town, and they might prove to be the hardest audience for marketers yet. Born between 1997-2012, those at the top end of this group are teetering towards, if not already past, most European drinking age limits, and they are already showing a clear cultural shift towards a more health conscious lifestyle than ever before, and with Generation Z set to be responsible for a whopping 40% of all consumer spending by 2020, we think it’ll be worth your while to pay attention to these new kids on the block.
A Sober Generation?
Research has shown that Generation Z are shunning past trends of high alcohol consumption in favour of clean living, tying in neatly with a rise in healthier eating choices and a keen interest in physical fitness. Perhaps unfairly dubbed as the most boring generation to hit consumer age to date, downward trends in hedonistic interests does present a unique opportunity for brands in the alcohol industry to understand a new trend in consumer buying patterns.
One of the key findings of this research has shown a cultural shift in the taste preference of the world’s youngest drinkers. For the first time, wine and spirits are now in higher demand than beer. This is therefore an exciting moment for wine producers, who may have previously aimed the bulk of their marketing towards Baby Boomers and Generation X.
It is not only the taste preferences of Generation Z which appears beneficial for the wine industry. This generation has a keen eye of sustainable, socially conscious brands, and are more likely to look for quality of product over quantity. Wine producers should look to the growing trend of Vegan, Organic and Eco-friendly production methods to ensure that their brand ethos fits in with that of the new generation.
You can’t beat them, so join them
Generation Z is the very first generation to have grown up in the crux of the technology bubble. Social Media is nothing new to them, and they will take no prisoners when it comes to rejecting out of touch social media marketing. This means that brands will need to be particularly aware of their digital strategies moving forward, focusing on channels such as Instagram, Snapchat and YouTube – oh, and don’t forget, you’ll only have 8 seconds to grab their attention.
Influencers, more than ever, are an asset to your brand. Research has indicated that Generation Z are much more likely to be influenced by their favourite YouTube or Instagram stars than traditional celebrities, so don’t shy away from shifting from traditional advertising and moving on with the times and working with collaborators.
Looking ahead is also going to be key to your digital strategy, including exploring the use of new technology, such as VR and AR as a means to reach, and crucially, retain the attention of, this emerging market.
Looking to connect with a new audience, but not sure how to do it? Get in touch to see how we can develop a bespoke digital strategy for your brand.
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