Generation Z Marketing: Why Print Still Matters

brochure being printed

There’s no doubt that millennials changed the way companies market their products and services. Also known as Generation Y, they are tech-savvy and excellent decision makers. They use various applications to help them choose what they want. This explains why many firms are marketing their business indirectly, especially through blogging and social media. It can change, however, once generation Z completely takes over.

Generation What?

Generation Z refers to the succeeding group cohort after generation Y. These are the people born between 1996 and 2010. This generation will eventually outnumber the millennials. According to the UN data, they will account for 32% of the world’s population in 2019. That’s half a percentage point higher than the millennials. Within a year’s time, a significant number of them will already join the workforce. It turns out they are focused on getting job security.

Accenture data revealed that 89% of the new graduates considered job availability even before they chose their area of study. By the time they completed schooling, at least 73% of them in the UK had also taken an apprenticeship or internship. Around 72% believed they will find a job within 6 months. It means it won’t take long before they earn wages and have stronger consumer power.

Why They Won’t Kill Print Marketing


Numbers, though, do not immediately signify influence, especially in marketing. What makes generation Z then a force to be reckoned with, and how can it make London direct marketing relevant? Despite being born in the tech age, this group is an old soul:

  • For example, when it comes to employment, most of the UK generation Z prefer to work in established large companies instead of startups.
  • About 92% of them who are in college use textbooks instead of e-books, according to a Los Angeles Times report.
  • Millennial Branding also revealed that more than half of them opt for person-to-person communication.
  • A report from Business Insider, meanwhile, cited how this group is less likely to shop online than the millennials. Instead, they prefer to visit brick-and-mortar shops so they can guarantee the quality of the products.
  • They crave for variety with sources for information. They will then go beyond those provided by the Internet and seek them in print.
  • They focus on authenticity, and many of them view print as more authoritative and credible.

The Old Ways Might Not Work

While the tech generation won’t kill direct marketing, especially print, the traditional methods of advertising might no longer work. This is a generation who doesn’t believe in a one-size-fits-all solution. They demand personalization, and they don’t mind providing their personal data to experience it.

They are less likely to be forgiving to brands that make severe mistakes. One wrong move and you lose their loyalty forever. They are also more money conscious, so they want to ensure they find value in what you’re offering. In the end, keeping these things in mind will help you create concepts that will appeal to and, most of all, convert generation Z.