It’s believed that focusing on Generation Z is the next big thing in all aspects of marketing. The difference between Generation Z and Millenials, as well as other generations, is that Generation Z has grown up with access to a wide range of available technologies that have been introduced, such as smartphones, the internet, social media, and more.

A study done by Goldman Sachs shows that Generation Z is more valuable to businesses today than millennials. With over 70 million in size and growing, with the oldest members of Generation Z are entering college, they are rising in influence and will soon outnumber Millennials.

In the study done by Goldman Sachs, they report that Generation Z accounts for $44 billion of spending power, and that 93% of parents reported that Gen-Z children have some influence on household spending and purchases.

This is important because a Gen-Z individual is very different than a Millennial born in 1990. Digital marketers need to develop new social media tactics that are specifically focused on the Gen-Z generation.

As Gen-Z individuals begin to enter the workforce and earn their own disposable income, businesses should shift to a strategy that Gen-Z individuals love, such as Snapchat and Instagram.

To shift your social media strategy to target the Gen Z demographic, you should begin by trying to integrate them into your brand by helping them to build their own personal brand, while still promoting your brand at the same time. Choose a spokesperson who Gen Z trusts and can relate to come across as authentic.

Your business needs to build their trust, so posting photos or videos behind the scenes of your business can also help your brand be authentic in the eyes of the Gen Z consumer.

Gen Z individuals emphasize the importance of authentic experiences, so don’t just talk about how great your business is, show and prove how great it is through visuals, working philanthropy into your business strategy, and demonstrating generosity.