Younger generations, most notably Gen Z, have markedly different consumer behaviors from Millennials, Boomers, and other older consumers. This shift is driven by many factors, including an increased focus on sustainability and ethical practices, and a growing expectation for personalization and speed throughout the consumer journey. Plus, as the first digitally native generation, Gen Z are particularly tech-oriented, and tech-savvy. Not only do these consumers digest a near-constant stream of online content which is constantly shaping and influencing their preferences and decisions, they often leverage multiple websites and social platforms simultaneously in order to research a product or service, or to make a buying decision.  

Businesses must ensure that they’re meeting their customers where they are. To do this, they must consider the ways in which different generations engage with their brand. Whether it’s selecting more resonant messaging, implementing more favourable practices, or choosing technology that supports better, faster communication, the brands who take the initiative to find better ways of connecting with younger consumers are poised to see the most success. 

Building brand loyalty with younger consumers

Younger consumers ingest media and content at a pace much faster than previous generations. This can make it tough to build brand loyalty with younger people, because their preferences and expectations are changing all the time. It’s not that young buyers aren’t loyal to the brands they love, but they’re more likely to switch brands or to take a more ‘exploratory approach’ when deciding what to purchase. Whereas older buyers (e.g., Boomers) tend to prioritize consistency and trust, younger consumers are more likely to engage with passing trends, or leave a brand behind if they have concerns about quality or business values. 

Both Millennials and Gen-Z, generally considered ‘younger buyers,’ tend to do a fair bit of research before making a purchase, though for vastly different reasons. Millennials have lived through multiple economic and global crises as young adults and young professionals, and are extremely financially cautious as a result. As buyers, they might be brand loyal, but they’re also increasingly likely to seek out brands that they feel genuinely connected to. Gen-Z, on the other hand, tends to seek out brand communities, choosing to support brands that have a strong presence on social media, in particular.

Traditional marketing might not work as well with these buyers, who can be skeptical of ‘pushy’ brands, which means that businesses need to find ways to establish more genuine relationships with these consumers. For brands looking to connect with Millennials and Gen-Z, then, the focus should be on creating and cultivating more meaningful, value-based connections. 

Aligning with younger consumer’s values and commitments 

Younger consumers are increasingly seeking out brands that align with their value systems. Said otherwise: for many young people, purchases are a reflection of their personalities and beliefs. Among Millennials, one report revealed that a whopping 83% want companies to align with their values.  In contrast, only 21% of older consumers reported feeling the same way, reflecting a clear generational shift. 

For brands looking to target younger audiences, it’s critical to highlight values and commitments as part and parcel to main messaging and marketing strategies. And in a lot of cases, the bolder this effort is, the better. 76% of Millennials reported that they wanted CEOs to speak out on issues important to them and their business. The same is true among Gen-Z, which has shown a preference for brands that actively address ‘hot-button’ issues, like climate change or mental health, which might have felt off-limits for popular brands in the past. 

The lesson for brands here is that appealing to younger consumers often means standing out, and standing up for a set of values or commitments that resonate with younger buyers. 

Leveraging high-quality content to connect with younger consumers 

Younger consumers are being fed a near-constant stream of content every single day. Social media and video streaming provide the vast majority of this content, which is constantly evolving and adapting to the preferences and behaviours of the people who use them, feeding them increasingly personalized, increasingly targeted content. 

In order to succeed among this demographic, brands must commit to providing  high-quality digital content throughout every aspect of the buying journey. From initial awareness through to in-store purchasing, brands who provide the most engaging, most original content to these audiences will be poised to stay ahead of the competition. 

A comprehensive digital communications strategy that appeals to a younger audience must include an online and outbound strategy, a strong social media presence, a robust community of users and influencers, and an in-store experience that reinforces your value propositions, unique selling points, and brand identity, and which guides consumers through the final stages of the buying journey. 

To infuse great digital content through to the point of purchase, successful brands leverage digital signage in-store to maintain a connection with their customers. From video walls and kiosks to strategically placed displays, digital signage helps brands create an in-store experience that’s more consistent with their wider digital footprint. For younger consumers who have, most likely, interacted with a brand online before ever setting foot in-store, this throughline is crucial. By sharing digital content in-store, brands can easily reinforce their messaging, and move consumers towards purchases. 

This is particularly vital for brands with large communities of users or influencers: by displaying videos, testimonials, quotes, and use cases in-store, they can further create a sense of belonging with customers while they shop. And for brands with strong views and commitments to important issues, this offers another opportunity to identify with consumers’ beliefs and personalities, furthering even stronger connections at just the right moment. 

And of course, leveraging in-store digital content creates incredible opportunities for brands to deliver targeted, or even personalized messages to consumers, through loyalty programs, account sign-in, and digital shopping experiences. And since younger generations tend to appreciate personalized shopping experiences more than older generations, this means even more brand appeal for Millennials and Gen-Z. 

Ultimately, delivering digital content in-store is the natural extension of the young person’s buying experience. Millennials and Gen-Z (and even older members of Gen Alpha), increasingly expect that brands will offer them a consumer journey that’s digitally-driven, from start to finish. Digital content isn’t just for generating brand awareness, it’s for making and keeping brand promises: it’s the primary way that brands can communicate with their audience at every stage of their consumer experience, ultimately influencing their buying decisions.

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Yodeck understands the power of in-store digital content to influence and respond to consumer behavior. With features and functionality that make creating, scheduling, and managing dynamic, engaging content incredibly easy and fast, Yodeck offers brands a unique opportunity to enrich their customers’ experience, and create more opportunities for lasting connections. 

To learn more about how Yodeck, the first and only intelligent digital signage platform, can support your business, just visit this page. 

*Katie Rose Hester is a senior content strategist and writer working with product-led businesses bringing interesting, helpful innovations to market.