• HOME
  • ABOUT
  • PRESS
  • CONTACT
    • WORK WITH ME
  • SHOP
    • GABBY’S RECOMMENDATIONS
  • LOGIN
FREE PTO TRAINING
Packs Light
  • Start Here
    • About
    • My Travel Bucket List
    • “Where I’ve Been” Map
  • Destinations
    • Bucket Lists
    • North America
      • Barbados
      • Canada
      • Mexico
      • Puerto Rico
      • United States
      • U.S. Virgin Islands
    • Middle East
      • Oman
      • United Arab Emirates
    • Europe
      • England
      • Germany
      • Italy
      • The Netherlands
      • Poland
      • Portugal
      • Spain
        • Canary Islands
      • Sweden
    • Asia
      • Japan
      • Republic of Georgia
      • Sri Lanka
      • Thailand
    • South America
      • Colombia
    • Africa
    • Antarctica
  • PTO
    • Go to the Dashboard
    • What is a “PTO”?
    • Past Winners
    • Submit to the dashboard!
  • Gen Z
    • Join the YTN Facebook Group!
    • Young Travelers Network Interview Series
    • Young Travel Tips
    • Study Abroad
    • Budget Travel
  • Solo Travel
    • Solo Female Travel Tips
    • Black Travel
  • Remote Work
  • FREE PTO TRAINING

How to Reach the Social Media Generation—Tips from an ACTUAL Gen Z!

by Gabby Beckford March 11, 2020
by Gabby Beckford March 11, 2020
Reading Time: 5 minutes

If you clicked on this article you're aware of the emerging market of Generation Z and you're seeking more information on us. The Piper Jaffray report estimates Gen Z (born between 1995-2010) contributes about $143 billion to U.S. retail sales each year, making this group an important one for brands to reach.

As a member of Gen Z myself, I hope to give you invaluable first-hand, niche generation marketing insight!

Table of Contents

  • Who am I?
  • When marketing to Gen Z, personal recommendations > brand loyalty.
  • Gen Z is non-binary, and uber-inclusive
  • Gen Z is more private than Millennials and anti-evergreen
  • Which social media sites are Hot or Not with post-Millennials?
  • With Gen Z, it's Ethics or Bust

Who am I?

Large publishers such as Forbes, Inc.com, Kasasa, and McKinsey collectively agree that Generation Z officially ranges from those born from 1995 to 2010, and in 2019 would range from age 9 to 24.  Thus, as a newly 24-year-old, I am right at the Gen Z cusp. However, my brand isn't!

“Packs Light” is devoted to supporting young people to travel as early as possible, particularly targeting females in the 16 to 26-year-old age range. In fact, my Young Traveler's Network Facebook Group consists of 600+ young travelers age 13-26, of which 55% are Gen Zs. Similar demographics reflect my more than 12.6K followers on Instagram followers as well.

Young Traveler's Network Social Media Membership Statistics

Want to market directly to my group? Email me your proposal at gabby[at]packslight.com

Having done my first solo trip at only 17 years old, traveling to more than 15 new countries while in college, and winning more than $40,000 in study abroad scholarships to fund my education in Dubai, UAE for a year, I find myself an expert in and often writing about: middle & high school study abroad opportunities, undergraduate study abroad, study abroad scholarships, youth travel grants, and how to travel as a full-time college student.

Young Travel Influencer Smiling Laughing

Your one-stop-shop for all Generation Z marketing advice is named Gabby Beckford—nice to meet you!

As a Gen Z influencer, I'm constantly doing market research into my following. Conducting surveys on what they like to buy, what they care about, and what hinders them and excites them in travel. I am also constantly analyzing professional statistical studies done on the trends of younger generations, such as Spotify's Culture Next Trend Report and Inc.com's Gen Z Travel Trends.

I provide expert insight into the mind of the Gen Z consumer and can speak on what excites us in marketing, what absolutely turns us off, what campaigns have us ready to spend our money, what social media sites we are frequenting in 2019 and beyond, and what brands can do to build trust with us.

When marketing to Gen Z, personal recommendations > brand loyalty.

Welcome to the skeptical generation. Gone are the days of buying something simply because a huge, well-know logo is plastered on the front of it.

A host of variables come into play when Gen Z's buy, including company ethics and inclusive marketing, which we will get into later. But my generation is definitely the word of mouth generation.

This easily explains the success of Gen Z influencers Amandla Stenberg (21) and Emma Chamberlain (18), whose content is less-filtered, less (noticeably) scripted, and more raw. This gives their content the “close friend” vibe that you may normally see on your Instagram feed. You feel like you know them personally, and they aren't trying too hard to be liked.

Here's a quote from a Young Travelers Network poll I did on Gen Zs impression of the traditional influencer:

I don’t usually trust what ‘[millennial] social media influencers’ have to say about places because most of the time it’ll be a sponsored trip, so it’s usually a glowing review with nothing negative to say.

Authenticity is king! Tossing a negative note into a see of positive commentary won't damage your brand, it will humanize it. Micro-influencer marketing is a very successful strategy to target Gen Z's and relate to them in a non-contrived way.

You can email me for a list of my favorite Gen Z influencers in different niches (including myself, cough cough, for lifestyle/travel) at [email protected]

Gen Z Speaker Available for Generational Marketing and Social Media Travel Trends

Gen Z is non-binary, and uber-inclusive

By non-binary, I mean to say Generation Z does not believe in a world of black in white, but that everything should come in a shade of gray. Common societal limitations placed on structures such as gender or race simply won't fly with this generation.

We grew up in an age where a black man was President, same-sex marriage was legal, and social causes such as #BlackLivesMatter and #MeToo are in the public eye. We are vocal about their beliefs and we want the brands we support to be too Click To Tweet

Inclusive and diverse marketing campaigns resonate with them and gain out trust. Simple adjustments like the following will show this generation that you are committed to accepting any and anyone, just like we are:

  • using gender-neutral pronouns such as they/them in your copy
  • designing unisex clothing options or at least not restricting them to male/female only
  • sharing diverse people not only of diverse ethnicity but their career choices, cultural background, religion, hair texture, height, weight, and visible/invisible disabilities will show this generation that you are committed to accepting any and anyone, just like they are
  • Ex. Airie's #AirieREAL campaign was massively successful with their addition of wheel-chair using and body-positive plus-sized models in their ads!

Gen Z is more private than Millennials and anti-evergreen

In a world of screenshotting, videoing, going viral, and canceling, the pendulum is swinging from the oversharing Millennials to the undersharing Generation Z.

Gen Z Marketing Tips

This is what we are trying to avoid.

Unlike Millennials, Gen Z has never known a world without social media–some studies say that 44% check their social media profiles on an hourly basis.

You'll hear us referred to “true digital natives”, as we have had access to the internet and social media platforms since day one. I know for one that I got my first cellphone at age 11, and my 8 and 9-year-old sisters in elementary school already know what Snapchat streaks are! We use social media as our news, our entertainment, and our social connections.

Gen Z is typically seen as more realistic, independent and internal than Millennials. We've have learned from oversharing mistakes of the past (Exhibit A. people digging up and canceling celebrities over their decade-old tweets) and opt for social platforms that are more private and time-sensitive, like Snapchat and Instagram-stories. 

In terms of travel, many may assume Gen Z travels for the purposes of showing off on social media. When in reality, the average Gen Z Instagram user in YTN has less than 500 followers.

Here's a comment from 18-year-old group member when I shared this poll:

“Truthfully, most of us aren’t influencers. Absolutely nobody cares what we are doing. I have like 10 IG followers but I enjoy sharing cool stuff with my friends.”

Gen Zs use social media as a research tool to find ideas for travel but tend towards doing further research on destinations with sites like Yelp, Trip Advisor, and of course, YouTube.

Which social media sites are Hot or Not with post-Millennials?

  • Generation Z Social Media TipsYoutube: HOT. The hottest, in fact, as the most visited social channel for Generation Z.
  • Snapchat: HOT. Snapchat is still very popular among the youngest generation, with 51.29% of respondents in Business Insider's survey saying they use it every day.
  • Instagram: Hot. Instagram's story feature, IGTV video hosting, and constantly changing newsfeed keeps Gen Zs engaged, as more than 64.6% of Gen Z check the app daily!
  • Facebook: Not. Used for functional purposed like proving to your extended family that you haven't dropped out of college yet. We don't tend to browse long enough on Facebook to be influenced by ads.
  • Twitter: Hot. Not particularly for direct marketing, but essential for creating a personal relationship with this demographic. Take a tip from Popeyes, whose famous chicken sandwich caught virality on Black Twitter.

And whatever you do, do not rely solely on email marketing—around half (46%) of Gen Z's say they often forget they signed up for one, and 45% say they sometimes opt-out of loyalty programs because they receive too many emails.

In Gen Z marketing, it's ethics or bust. Click To Tweet

With Gen Z, it's Ethics or Bust

Gen Z's are, colloquially phrased, “woke af”. Every corporate scandal comes to our attention, and we don't invest money into products or experiences that don't align with our values. We consider company ethics when purchasing any products, which includes environmental impact, worker labor conditions, and animal welfare (animal testing, animal products, etc.) You also won't see Gen Z's riding elephants, petting drugged tigers, or participating in voluntourism.

You'll also see us screaming to the heavens about climate changes devastating effects on the world! 16-year-old Swedish climate change activist Greta Thunberg is the epitome of this passion. She often explains that Gen Z's have a vested interest in combatting climate change compared to Millennials and Gen X-ers because we know we will be around to face the repercussions if we don't.

So brands that have green initiatives like ASOS' Sustainable Sourcing Programme or Reebok's membership in the Better Cotton Initiative, the Sustainable Apparel Coalition, are tracked and noticed by Gen Zs.


[one_third]From an actual Gen Z! 23-year-old influencer Gabby Beckford gives you a peek into the Gen Z psyche and how your brand can reach this young, independent, and global generation. #genz #teenagers #marketingtoteens #marketingtips #womeninmarketing #marketingtips #GenerationZ #genztravel #traveltips #travelblogging[/one_third][one_third]From an actual Gen Z! 23-year-old influencer Gabby Beckford gives you a peek into the Generation Z psyche and how your brand can reach this young, independent, and global generation. #genz #teenagers #marketingtoteens #marketingtips #womeninmarketing #marketingtips #GenerationZ #genztravel #traveltips #travelblogging [/one_third][one_third_last]From an actual Gen Z! 23-year-old influencer Gabby Beckford gives you a peek into the Generation Z psyche and how your brand can reach this young, independent, and global generation. #genz #teenagers #marketingtoteens #marketingtips #womeninmarketing #marketingtips #GenerationZ #genztravel #traveltips #travelblogging[/one_third_last]

  • Author
  • Recent Posts
Gabby Beckford
Gabby Beckford
Gabby is a multi-awardwinning creator. She is a full-time travel influencer, Gen Z travel marketing expert, and public speaker. You'll find her featured in the likes of Good Morning America, National Geographic, CNNTravel, Forbes, Travel+Leisure, and even the TEDx stage.
Gabby Beckford
Latest posts by Gabby Beckford (see all)
  • How You Can Get Upgraded on Almost EVERY Flight (Do NOT Ask the Flight Attendant!) - June 21, 2022
  • Underrated Spring Break Destinations in the U.S. for Solo Travelers or Small Groups - May 6, 2022
  • The Best Whale Watching (and Why Mexico > California) - April 20, 2022

You may also like

How You Can Get Upgraded on Almost EVERY...

June 21, 2022

Underrated Spring Break Destinations in the U.S. for...

May 6, 2022

The Best Whale Watching (and Why Mexico >...

April 20, 2022

How to Study Abroad in Spain: Tips from...

April 11, 2022

7 Must-See Berlin Attractions for A Dazzling Day...

April 11, 2022

Study Abroad Advice: 6 Tips To Make Your...

April 3, 2022

Airbnb Questions to Ask Your Host Before Booking...

April 3, 2022

Solo Travel As A Woman: The Ultimate Safety...

April 3, 2022

Lech, Austria: The Ultimate Gen Z Guide to...

February 27, 2022

Top 10 Black-Owned Food Spots in Sanibel &...

February 2, 2022

2 comments

Himanshu Dutta September 18, 2019 - 1:15 PM

Lovely article Gabby! Such a unique yet useful topic to work on. As a Gen Z member myself, couldn’t agree more with what you had to say.

Reply
Gabby Beckford September 20, 2019 - 10:39 AM

Glad you can cosign as a 16-year-old Himanshu haha, you are prime Gen Z! 🙂 Thanks for reading

Reply

Leave a Comment Cancel Reply

Save my name, email, and website in this browser for the next time I comment.

previous post
At 24 and I Quit My 9-5 to Be a Full-Time Travel Influencer: 1 Week Check-In
next post
How to Travel With Groupon: Are Groupon All-Inclusives Legit? My Experience and Advice
0
Days as a Digital Nomad

Gabby is an award-winning influencer helping Gen Z seek risk, seize opportunity, and see the world!

Instagram Facebook Tiktok Twitter Youtube

SEEN MY TEDX TALK?

  • HOME
  • SHOP
    • BECOME AN AFFILIATE
    • GABBY’S RECS
  • ABOUT
  • PRESS
  • CONTACT
    • WORK WITH ME!
  • LOGIN
FREE PTO TRAINING

Copyright 2022 All Rights Reserved | Privacy Policy | Packs Light

Packs Light
  • Start Here
    • About
    • My Travel Bucket List
    • “Where I’ve Been” Map
  • Destinations
    • Bucket Lists
    • North America
      • Barbados
      • Canada
      • Mexico
      • Puerto Rico
      • United States
      • U.S. Virgin Islands
    • Middle East
      • Oman
      • United Arab Emirates
    • Europe
      • England
      • Germany
      • Italy
      • The Netherlands
      • Poland
      • Portugal
      • Spain
        • Canary Islands
      • Sweden
    • Asia
      • Japan
      • Republic of Georgia
      • Sri Lanka
      • Thailand
    • South America
      • Colombia
    • Africa
    • Antarctica
  • PTO
    • Go to the Dashboard
    • What is a “PTO”?
    • Past Winners
    • Submit to the dashboard!
  • Gen Z
    • Join the YTN Facebook Group!
    • Young Travelers Network Interview Series
    • Young Travel Tips
    • Study Abroad
    • Budget Travel
  • Solo Travel
    • Solo Female Travel Tips
    • Black Travel
  • Remote Work
  • FREE PTO TRAINING