How to Market to Gen Z and Millennials During COVID-19

It’s an understatement to say that we’re all living in a different world than just a few months ago. We need to be flexible, smart, and fast-moving to keep up with the changing needs of our customers. This is particularly true when it comes to Gen Z and millennial customers, a vast potential customer base.

Right now, a significant portion of this demographic is dealing with job losses and economic instability. You need to understand what they may be experiencing and show them how you can help improve their lives through flowers.

When it comes to marketing, Gen Z and millennials are different in many ways. Knowing these differences will help you reach them more effectively.

What Gen-Z wants

Your Gen-Z customers are either in high school or college or have recently graduated. These customers are not interested in traditional marketing messages. They want to know what your business is all about, and how you care for the environment and others.

They also value entrepreneurship, as the majority (72%, according to one study) want to start their own business one day. If you’re a floral entrepreneur, make sure they know this.

Gen Z also wants to interact with businesses and engage in meaningful ways, such as community activities or online games. Plus, this generation is continually creating new things on digital media, a skill you may want to tap into.

What Millennials Want

No longer the youngest generation, millennials are now parents, homeowners, and professionals. Like Gen Z, they prefer text-based or social media communication and don’t respond as well to traditional methods like emails.

Millennials value transparency and want to see what your business is all about. They also value self-improvement activities and are always looking for ways to make their lives better. Flowers, with their ability to provide happiness and joy, fit into this perfectly.

Unlike Gen Z, millennials like things to be personalized to them, and they respond well to loyalty programs.

How to Market to These Customers

There are a few differences between Gen Z customers and millennials, to be sure, but when it comes to marketing, a few things are necessary in both cases:

• Communicate Clearly and Honestly.

Focus your communications on social media and through text messages. Make these communications calm, clear, and honest. Your potential customers are going through this pandemic right along with you, so communicating that you understand their needs and concerns will go a long way.

• Offer Options.

Floral workshops, subscription services, and discounts will attract these potential customers. Giving them many options enables them to choose what will work best in their current situation, and shows that you care about them.

• Create Interactive Campaigns.

Particularly with Gen Z customers, interactive marketing campaigns will attract them and get them more engaged with your business. They have been missing out on important life events during this pandemic, so creating ways for them to interact online will help them make connections with others, and with your business.

• Be Transparent.

Transparency is vital when communicating with both Gen Z and millennials. If you are having staffing issues and can’t deliver a floral arrangement right away, or if you’re having a problem receiving a shipment due to the pandemic, let your customers know. Being clear and transparent will go a long way to build trust.

• Show How You’re Helping Others.

Gen Z and millennials aren’t interested in how great your business is; they’re more interested in knowing your values and how you help others in the community. Your actions speak loudly to them, so showing what you’re doing to improve the lives of people around you will go a long way in building loyalty.

Take the time to market thoughtfully during this pandemic, and you’ll reach a whole new audience with your marketing efforts. Good luck!