Marisa Allan, a Gen Z expert and VP of Innovation at UNiDAYS, sat down with Meg Hall from NCR to discuss Gen Z habits and traits. Here are some of the tips and strategies she's developed for navigating this hard-to-engage audience.
Narrowing down the data and seeing room for massive improvement. Allan describes Gen Z as "more financially savvy and responsible than previous generations. They are willing to spend but expect value.” According to a recent report, 93 percent of students surveyed said they are more likely to try a restaurant that offers student discounts.
After tuition and bills, 78 percent of Gen Zers spend the majority of their disposable income on food. This number is only trending up. It is not just restaurants, they will spend where they can expect value.
That means now is the time to start exposing your business to Gen Z. Understanding the on-demand world Gen Zers live in, and the visual ways in which they communicate. These are just two insights that can help you gain an advantage with this increasingly influential group.
Great question. You market to a trait with a trend. Does that make sense? Allan goes into more detail below on approaching this difference and what you cannot forget when marketing to Gen Z.
“Marketing to Gen Z can’t and should not be a one-size-fits-all approach,” says Allan. “If you want to attract Gen Z, you’re going to have to learn to play by the rules of the students. You’re going to have to learn new ways of cultivating brand loyalty, because the old ways — the ones that worked so well with millennials just a few years back — are quickly drying up.”
They are unique and require a tailored approach, end of story. Read more about how to reach Gen Zers and learn how to become one of Gen Z's favorite restaurants.