Marketing companies are spending millions of dollars trying to figure out Generation Z (Your High School and Middle Schoolers) and creating fast-paced, loud, colorful, visual, digital ads to influence them to react the way the marketers want them to. Unlike many other generations, these youngsters are making decisions, sometimes permanent decisions, at a much younger age and their global exposure will weigh heavily into their decisions. If retailers and marketers are studying this generation, looking for their spending characteristics, shouldn’t Churches be using this same information to reach this group?
Although the report below pertains to retailers, it contains some interesting characteristics that parents and their Ministry leaders should know.
Gen “Z”ers are:
Savvy: Gen Zs are socially conscious and brand conscious. Before they purchase (or in your case, visit/commit ), they have Googled info about it, they also get “real time” feedback from their friends. Some may even tweet about their first visit as it is happening. They’ll also delay making instant decisions in order to seek counsel or opinions from their friends. This is another reason that a very welcoming, no cliquish atmosphere be established for your youth groups.
Line of Vision Shopping: They don’t look up when shopping; they navigate at eye level. If this is true of merchandising, rethink where you are positioning literature and displays. Go big, bold, bright.
Music: Music signifies “open for business”, while silence suggests closing time. Is the praise music cranked up before your youth arrive?
Practical: These 12 to 17 year-olds have watched their parents manage the pressures and anxieties of the recession. It’s had an effect on them. Though they are brand concious, they are not necessarily brand loyal. Gen Z tends to be fairly frugal as compared to their “entitled”Gen Y forerunners.
Media motivated: Gen Z kids will grow up in a highly sophisticated media and computer environment, resulting in an Internet learning style to capture their attention, gather their information and form their opinions. Is your staff communicating effectively with this group of quick thinking, saavy kids?
No bait and switch: there is a huge display of frustration when a Gen Zer is told about a program, product,or service; only to find out that they can’t have it, belong to it or afford it. Is your Youth Ministry following through with the commitments they are making to these kids?
Blessed with the gift of gab and hospitality, Bev served as a staff member for a fast-growing church for almost a decade. Discovering her talent for helping people step out of their comfort zone, she began recruiting volunteers to serve in Children’s Ministry. As the church grew, her focus became the influx of visitors and the need to make sure they didn’t get lost in the growth. For this, she developed a full team of trained volunteers to create the “WOW, from the Street to the Seat”. Her success with this program lead to speaking engagements at churches across North Georgia, prompting a string of WOW experiences! Now, as Marketing Manager for Displayit at Church, she loves sharing her tips, tricks and ideas, that can make a real difference. “We’re all on the same team, the Jesus team. Let’s work together for the greater good!”
Thinking about incorporating big displays with media technology? Check out the Flat Fabric Frame Display with Monitor Stand from Displayit at Church. (Monitor not included).