MASTERS IN MARKETING
No fluff! only first-hand expert advice and curated marketing trends from across the web.
“This whole entire generation is about to turn all of our business models on its head.”
I’m a consumer who falls somewhere between baby millennial and geriatric Gen Zer! and after hearing Hootsuite CEO Irina Novoselsky talk about my generation — she gets it.
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I’m sure her being a millennial! thus closer to Gen Z than the average CEO! helps her keep in step with younger consumers! but I also think how intentional she is as a marketer sets her apart.
She’s even gone as far as to speak with 500 Gen Zers to understand their consumer and social media habits.
“What pushed me to do that is I came across the stat that over 65% of all business decision-makers are going to be Gen Zers or millennials starting next year!” Novoselsky says. “The fun fact is that 2024 was already the first year that there are more Gen Zers in the workplace than boomers.”
Here’s what Novoselsky discovered:
1. Gen Z is a generation of contradictions.
“They grew up with a phone in their pocket but don’t want it to talk! they don’t want it to be sold to! and they don’t want our push model today!” she explains.
And she’s right. My inbox is full! and I don’t like companies playing on my phone! so I’d rather find my next favorite lip liner-gloss-combo on my own terms before giving any brand my money.
Novoselsky says the current push model approach to marketing is a little too aggressive for Gen Z consumers. All those emails I get when I abandon a shopping cart or browse a few items? Yeah! I’m not reading all that.
And Novoselsky says this is pretty common among Gen Z.
She explains! “They complete 60% of their buying journey before ever actually engaging with the sales representative because they want to discover and evaluate their business on their own terms.”
Like when I was in the market for korea telegram data a new vinyl record player! I scoured the internet for TikToks! YouTube Shorts! Reddit forums! and blog posts detailing recommendations and features to look for before deciding to invest in the Fluance RT80.
2. Forget about speaking to the manager; Gen Z wants to hear from your CEO.
When Gen Z researches a new brand! they‘re not just interested in your latest flashy product. They want to know what your brand stands for! if it’s taking any important stances online! and whether its values align with theirs.
Most importantly! they want to know what should be the font for the logo what your leadership is all about.
“The majority of them won’t do business with a company where the CEO isn’t posting!” Novoselsky says.
Yep! that‘s right. Your CEO can’t just be the person behind the current; they need to pull out their phone! open up TikTok or Reels! and start talking directly to Gen Z consumers.
For example! the founder and CEO business sale lead of Huda Beauty! Huda Kattan! is in almost every Reel! TikTok! photo! or ad for the makeup company. She’s also appeared on podcasts and has collaborated with celebrities like Olivia Culpo and Kehlani.