Marketing To Generation Edge

A lot of time, money and effort has been spent trying to target Millennials, but an emerging slightly younger generation of interest is called Generation Edge.  Gen Edge, also known as Gen Z, are the children of Gen Xers and are now approaching their 20s.  By some estimates they account for as much as 25% of the population, and they are more diverse from any other generation to date.  Ad Age recently released an article featuring three things marketers need to know to effectively market to Generation Edge based on a recent study.   The take aways from this unique generation are that that they appreciate the unique and imperfect. If you are a brand, you are better off embracing authenticity above all else, even if it doesn’t necessarily fit with the perceived Gen Z lifestyle.

“A new Yo Campaign or a Snapchat effort might not be the right thing for you. And even if it is, you don’t need to start saying “BRB” for no reason or “erryday” instead of “everyday.” An inauthentic voice will be very obvious to this demo and could quickly backfire rather than help in connecting with them. So if you’re an old brand, own it.”

In addition it appears the story behind a brand is more important than the luxury associated with a logo.

“A brand’s actions matter more than the brand itself. So a Gen Edger may be just as happy to display a $2,000 Maiyet bag as she would a $40 Everlane tote, knowing that both brands care about craftsmanship and are transparent about the production process.”

Find the complete article here.