On Gen Z’s Short Atten— Oh! What’s over there?
Gen Z. Somewhat of a mystery to anyone not actually part of the demographic. As the generation that spans the widest range of developmental stages (littles through puberty all the way to adults); the “current” generation; the It generation, it’s exceedingly important to learn what makes them tick now, for they’ll determine the future of marketing trends for many years to come.
Gen Z is made up of kids and adults who don’t think in terms of “can” and “can’t.” As the first major generation made up entirely of digital natives, Gen Zers have always had search engines at their disposal; they’re confident in their ability to find the information they need to do exactly what they want, how they want to do it. Let’s take cooking: Pre-internet there was a lot of going to your fridge and pantry, deducing what you have the ingredients to make, considering what you have successfully made prior with those same ingredients, and going from there. For Gen Z, the process is, essentially, reversed. As part of their daily (or more than daily) social-media routine, Zers will most likely have pinned, saved, liked, and tweeted recipes they have been served up (Get it? “Served” up?) throughout the day. And it’s a near certainty that they were nowhere near their fridge at the time when a particular recipe caught their fancy.
And this is good news. Gen Z is much more likely to buy produce across a wide range of countries of origin and familiarity than their grandparents. They are not limited by what they know, what they’ve tasted, or what they already know how to cook. And, additionally, this is definitely the smoothie-bowl generation. Fruits and veggies are no longer the kid-repellants they once were. The best way to reach this generation is (surprise, surprise) through social media platforms, and the best way to actually catch their attention is through bold imagery framing unique subject matter—remember, you’re competing with the rest of the known world (no pressure!). For fun ideas and beautiful, ready-to-download photos, check out our Digital Retail Kit. Our recipe page has several surprising and delicious meals that highlight berries in a unique way; spicy strawberry shrimp cocktail, anyone?