Generation Z is the newest market segment in town. In 2020, they became the largest generation and made up 32% of the population. Gen Z is known for being digitally attuned and culturally diverse, with a strong desire to find and create meaning. Surprisingly, data indicates that despite their near-constant access to technology, Gen Zers responds to print media and other offline marketing tactics.
Who is Generation Z?
Generation Z is loosely defined as people who borned between 1995 and 2015. Most of these people are currently studying, but by 2025, Gen Z is expected to account for 27% of the workforce. They are raised with the guide of low unemployment rates, attentive parenting, and lifelong access to the internet and smartphones. These influences have shaped their principles and how they make purchasing decisions. They don’t have the same sense of brand loyalty that millennials have, so they’re unlikely to give companies a second chance.
Why Gen Z may prefer print media?
They need tools to help them to focus
Gen Z grew up surrounded by multiple screens, they recognize the need to unplug occasionally. Print media is effective in part because of its distance from distraction. Your brand gets their undivided attention once your print ads are in their hands.
Print is their preferred learning media
Survey shows that 62% of college students prefer print textbooks over digital course materials. They consider print easier to read, annotate and learn from. Readers tend to skim onscreen text, whereas physical text encourages more engaged and in-depth reading. Conveying your brand’s message through your demographic’s preferred medium can create a powerful connection.
They like cross-channel communications
For a generation who see everything in digital, print media is something they view as non-traditional marketing. Printed marketing media allows you to give them a refreshing outside-the-box look at your brand’s message.
Print media represent authentic media
Younger generation today can sense when people and brands are inauthentic. Since they grew up in a digital landscape, Gen Z values authenticity in a way the previous generation didn’t. In a world where publishing is ubiquitous and misleading content is everywhere, print is generally considered more authoritative and authentic.
Printed media has a longer shelf life
The physical nature of printed marketing media affords it a longer shelf life then digital ads, which come and go in only seconds. Whether you are advertising with flyers, brochures, pocket tissues or magazine ads, the physical copy is there until it is put into the recycling bin. This gives Gen Z more opportunity to consider and connect with your brand.
Gen Z prefers personalization
Print is a highly customizable medium on which you can tailor personalized messages. Tactile print leaves room for media interaction like puzzles and quizzes, not to mention the possibilities for different formats. Well-laid-out print media is straightforward, clear and appeals to Gen Z’s instant gratification mentality.
Read more: WHY TRADITIONAL MARKETING STILL MATTERS TODAY?
Conclusion
If you are ready to reach Gen Z with print marketing, SBS Print is here to help, providing different printing solutions, including flyers, bunting, banners, pocket tissue, and more. Together with us, let’s get your creative juices flowing and turn your ideas into reality. Contact us today