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With such a focus on Millenials, Gen X and Baby Boomers we elected to measure the impact Generation Z has both today on the mattress industry as well as forward-looking for companies as they strategically plan to include this audience in future initiatives.

As the marketplace remains densely populated with mattress brands the importance for brands to self-segment has never more critical for retaining and expanding market share.

If you’ve found it especially difficult to message and convert Millenials we have bad news for you (or possibly good).

Millenials and Generation Z have very different personalities when viewed at a macrostate.

Some key differentiators in their thought and buying behavior differences can open some innate benefits at a lower cost.
(The following is based on average trends reported by Inc. [1])

  • Millenials tend to function with greater optimism.
  • Gen Z, on the other hand, grew up during a recession and 9-11 era.  This uncoddled segment will pose harder to sell to as they function with a focus on realistic expectations.

 

  • Millenials are also more likely to work in a collaborative manner.
  • Gen Zs prefer independent workspaces.

 

  • Millennials have witnessed the rise of the internet and mobile devices.
  • Gen Zs were born into this digital era and truly are digital natives.

 

  • Millenials are very likely to pursue a post-secondary degree and carry student debt.
  • Gen Zs prefer on-demand learning and enjoy piecemeal learning.

Generation Z

Why is this important?

As many companies in the mattress space focus on this concept of a user journey and funnel with clearly defined benchmarks Gen Z’s parent are either young baby boomers or aging Generation X.

Generation X represents the largest segment with average disposable income [2].  Gen X is less opposed to purchasing online and will be more heavily influenced by their Gen Z kids, nieces, nephews and close friends kids purchase behavior.

Earning the loyalty of a Gen Z will create a super fan which could, in turn, create a super fan family.  Also known as a referral purchase with a very low Cost Per Aquisition (CPA).

Convincing, and I use the word intentionally.  Convincing a baby boomer to change a lifetime purchase behavior (in stores) is expensive.  The volume of advertising touch points that ultimately leads to a purchase will trend with a higher CPA.

Whereas a Gen Z first time mattress purchaser (or having one purchased for them) has likely never been to a mattress store for their own new bed.  Gen Z has a predefined belief that everything should be ordered online and that going to a store is the lest efficient way to purchase a product; regardless of cost/size.

Leveraging on-site data trends and external research Gen Z females are most engaged and inclined to participate in a mattress purchase.

Generation Z

How to reach this new elusive audience

The strategy to nurture this audience will not work with a copy and paste approach that you may have found success with overlapping Gen X and Baby Boomers.

It’s important to remember, yes, this is the youngest demographic of potential consumers to target and market to.  But, remember, some of the older segment of this generation are already parents.  Research shows Gen Z is more likely to hold traditional values surrounding marriage, families and parenting styles [3].  Having been born into a world that’s digitally connected they’re showing a higher level of distrust amongst brand claims.  45% of new parents will be Gen Zs by the year 2022.

As you focus on your three and five-year digital strategy this segment will become tremendously valuable in short time.

Generation Z

How Technology & Social Media Are Used In Generation Z Led Families

Use of Instagram

Gen Z Women

Use of Pinterest

Gen Z Women

Use of Snapchat

Gen Z Women

 

How Your Brand Can Effectively Reach Gen Z Moms On Social Channels

Gen Z Women

Gen Z Women

Gen Z Women

Trusted Sources Of Gen Z Moms

Gen Z Women

Gen Z Women

Gen Z Women

Gen Z Women

Gen Z Women Who Prefer Targeted & Personalized Ads

Gen Z Women

Gen Z Women

What Motivates Gen Z To Make A Purchase

Gen Z Women

Gen Z Women

Gen Z Women

Gen Z Women

Reference;
[1]   Inc; Generation Z vs Millennials: The 8 Differences You Need to Know.
[2]  The Economist; Millennials are doing better than the Baby Boomers did at their age.
[3]  Baby Center

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