Gen Z Marketing: Attracting New Generations into the Promo Space
As a plethora of new start-up companies enter the workforce every day, it can be expected that new promo will be required in order to fulfill their needs. As older generations hit their retirement age and new generations enter the labour market, distributors must come up with ways to connect with and entice a new demographic to try promo. Taking into consideration the consumer preferences, values, and tendencies of young people, we’ve come up with a short list of products Gen Zers are most likely to include in their campaigns.
Passion
Across all the articles reporting on Gen Z switching up the workplace, the common theme is that Gen Z prioritizes balance and passion. They understand that money needs to be made to survive but they also feel strongly about feeling fulfilled by the work they are doing. In terms of promo, this means they are willing to spend more for highly customized products that they can use to develop a strong connection with their audience. As they are a highly passionate generation, the products they create must also reflect their values. With Gen Z having strong ties to certain brands, they are more likely to use these to promote their own services. For example brand-name apparel from top designers that they can add their logo to using embroidery, DTG, or screen printing.
Sustainability
Gen Z also has strong ties to certain social movements, one of them being sustainability. Beyond their love for top-tier fashion brands, we are seeing that consumers from this age group prefer investing more money on promo products that are long-lasting and sustainable. As there are many budget-friendly products derived from plastics that often end up in landfills after only a single use, Gen Z seeks to counter this by opting for alternatives made from natural sources such as bamboo cutting boards. Other options include apparel made from recycled materials, and tote bags derived from cotton, jute, or hemp.
Entrepreneurship
Growing up during the height and conception of Etsy, a website designed to foster small businesses and side hustles, can be noted as the catalyst for Gen Z’s entrepreneurial spirit. According to data from WP Engine and the Center for Generational Kinetics, “Almost two-thirds (62%) of Gen Z has indicated they have started, or intend to start, their own business.” As more Gen Z individuals become entrepreneurs, the promotional products industry must adapt to serve a growing base of small business owners. These businesses will require promotional products for branding, events, or customer engagement but might have unique needs compared to larger corporations. Distributors will need to focus on highly customizable product offerings to cater to this demographic's preference for distinct branding.
To attract Gen Z users into the promotional products space, distributors must prioritize the authenticity, innovation, and values that make this generation different from the rest. A focus on eco-friendly, customizable, and trendy options that resonate with their emphasis on sustainability and self-expression is a great way to entice buyers from this age group. Distributors who adapt to this trend by tailoring their products and services to the preferences of Gen Z entrepreneurs are well-positioned to thrive in the promo industry.