It seems like every day I read another article about how Millennials are killing another industry. But Millennials are in their late 20’s and early 30’s, and they are no longer the largest generation. Gen Z already commands $44 billion in spending power and is a larger generation than their predecessors. Marketing to them is marketing for the future.

Each generation requires a different marketing strategy. The rapid evolution and integration of tech into our daily lives has made generational differences even starker. Gen Z grew up with social media as a fact of life, and they consume more online content than any other generation.

So what are the best ways companies marketing plans can target Gen Z?

More and Better Video

Gen Z is the video generation. They log more time on YouTube than they do on TV. They grew up having watched independent channel creators make incredible videos, and they gravitate towards great video quality.

As a result, Gen Z is probably the most visual generation that markets have ever had to contend with. They’re watching videos all the time, and they want them to be impactful, beautiful and geared towards them.

Personalized Messaging

Gen Z is looking to buy from brands that feel like friends. They love brands that are on trend, that speak with a consistent voice, and that have a personalized message. They don’t want clunky brands that come across as desperate or inauthentic.

Personalizing a message for an entire generation is no small task, to be sure. But it can be done in small ways. Break your audience down and market to groups within the whole. Gen Z girls between 12-18 is an easier group to market to.

Cultivate an In Store Experience

Gen Z shops in stores much more than Millennials. This ties in with their love of personalization. They go to stores for the unique experiences they can have there, as opposed to staring at the same website that everyone else sees. They also want to connect with the brands they’re supporting; being in stores and able to talk to employees, touch the items, and be immersed in the store itself matters to them

If you have a brick and mortar business, look to engage Gen Z there. Use your storefront to your advantage and promote your individual offerings via classes, events and in store specials.

Gen Z will have the most purchasing power in the market in the next few years, and it’s a lead they will likely command for years after that. Marketing plans need to include Gen Z targets to stay relevant and to keep business booming.