Gen Z is on the rise, comprising nearly half of all consumption in today’s USA. They’re known for shaking things up, for not shying away from taking a stance on issues, and, of course, for their constant presence on all of the social media platforms that are on the market today.
Simply put, they’re changing a whole lot. Everyone in marketing knows that they need a very different approach than other generations and that any advertising put out there is possibly going to be viewed all over social media.
One of the ways that they are shaking things up is the relationship they have to all forms of advertising. Among those forms is the outdoor method of advertising.
How are they changing such a huge staple of marketing? Let’s take a look at how the generation that’s just coming into adulthood is revolutionizing the world of outdoor advertising.
The Importance of Social Media
The key to understanding the relationship that Gen Z-ers have with outdoor advertising is to understand the impact that social media has had on all of our lives. It’s largely regarded as a sort of “highlight reel” for our lives. It’s the place where people show the positives in their life; their travels, their weddings, their babies, and any number of celebratory events.
One of the biggest aspects of that online posting is the photos we take when we go to new places. Gen Z-ers are seldom found going to a new place and not taking a photo next to popular landmarks, beautiful scenery, and iconic views from wherever they have traveled to.
This means that those Las Vegas billboards, beautiful mountains of Colorado, and even small landmarks along Route 66 are bound to make their way onto Gen Z-ers’ Instagram or Facebook. These posts will have more reach than you can imagine; all of their friends will be able to see them presumably having a great time in those locations.
Knowing that the visibility of any outdoor advertisement extends to the internet, many marketing companies will take that into account and design outdoor advertisements that will make a big impact and start a conversation around them.
The location of these outdoor advertisements also shifts in response to the angles needed to take a good photo with outdoor advertisements. Many companies have made the push toward wallscapes so that they are easier to get in a photo. Some businesses have moved toward mobile advertisements on things like rentable motorized scooters or bikes that Gen Z-ers love to rent when they’re in a new location.
Gen Z-ers are Spending Time Traveling
Another thing that Gen Z-ers are doing with their free time is traveling on a budget. The wanderlust of generations past has not died out in this generation, but they are on a tighter budget, meaning that they’re being intentional with their planning of events.
Many people in the Gen Z generation are choosing to stick to the biggest attractions and looking around in more highly trafficked areas. This means that outdoor advertising in places like this is more important.
A Focus on Entertainment
With the popularity of all of the streaming services and online video services, there are many influencers and streamers who people of this generation follow. They definitely put a lot of focus and energy on entertainment and on video productions.
Because of this, moving outdoor advertisements are a great idea. Things like digital LED billboards and even outdoor performances are necessary to get and hold the attention of this generation. The entertainment value of your outdoor advertisement has to be greater than ever before to keep them captivated by what information you have to give to them.
Distrust in Large Institutions and Mega-Corporations
Another key part of this generation’s zeitgeist is a healthy distrust in large institutions and mega-corporations. They’re hesitant about how these huge companies impact other aspects of the economy, and most people of Generation Z are avoiding pouring more of their money into giant corporations that they feel do not pay their employees fair wages.
This is a great thing for small businesses, as more and more Gen-Zers switch toward privately-owned companies and businesses that they support the ethics of. This generation is fully embracing the concept of voting with their dollars.
If you’re a small business, putting time and energy into outdoor advertising can prove extremely beneficial to your success in the Gen Z market.
If You Want to Market to Gen Z, You Have to Understand Them First
It’s no secret that Gen Z requires a different style and approach to outdoor advertising than other generations have. To make the most of your outdoor advertising, take the time to understand your target audience.