There’s no shortage of literature on millennials, and it tends to focus on how the generation has disrupted business, politics, culture, and whatever else these twenty- and thirty-somethings can get their hands on. Now, millennials are passing their torch to a new cohort of young disruptive types: Generation Z. Both the largest and most racially- and ethnically-diverse generation ever, members of Generation Z—Gen Zs for short—differ from their generational predecessors in key ways but share their fluency with technology.
Gen Zs haven’t received the same attention as millennials have, but a recent study conducted by Google and Qualtrics Research exploring their online dating habits shed some light on these 18- to 24-year-olds’ attitudes and behaviors with marketing implications that stretch far beyond puppy love.
For Gen Zs—as well as for millennials and, to a lesser extent, even baby boomers—videos are their handbook to anything and everything. 85% of teens use YouTube; of that, 80% use the site to learn something new, and 68% say they use it to develop skills to prepare themselves for the future. When it comes to matters of the heart, 41% of 18- to 24-year-olds use online video sites to explore dating apps. So, for marketers hoping to match with Gen Z, leveraging video through platforms like YouTube should be a core element of their approach.
Technology hasn’t made the world smaller, but it has brought the world closer together. For Gen Z, that means they don’t need to only consider dating partners who live in the same geographic region or area as they do. As a result, 65% of Gen Zs report that online dating sites and apps let them date individuals who don’t live near them. Furthermore, 65% use dating apps to date more diverse groups of people. Gen Zs embrace diversity in both location and identity, and they want marketing that does the same.
Be Available Online
Dating is a form of virtual reality for Gen Z: 51% say video and virtual dating is fundamental for them. This creates an opportunity for marketers to meet and engage these young adults on their home turf, or in other words, the Internet. Marketers should weave virtual technologies or digital communication strategies into their Gen Z-focused campaigns.