The iGeneration, ages 9-21, is stepping out of Millennials’ shadow, says Mintel in its study “Marketing to the iGeneration” (http://bit.ly/1PjwhcJ).
While brands need to keep considering all the current generations that purchase their products, they also need to prepare for who will be buying next.
Also known as Generation Z, this age bracket comes with its own priorities and behaviors, including a very strong focus on technology and staying connected—influencing and being influenced through it and social media.
Consider your marketing methods: “iGens turn to the Internet to connect and be entertained–not to be sold to,” says Fiona O’Donnell, category manager, Multicultural, Lifestyles, Leisure and Travel at Mintel. “While older iGens are likely having their digital inboxes filled with promotional materials, brands may be missing a huge opportunity by foregoing direct mail, a channel where we know they are open to brand engagement.”
Protect boundaries when engaging: “Our research indicates that they show concerns for the quality of online interactions and value personal, face-to-face connections. As a result, brands do not necessarily need to start at square one when marketing to iGens. Keeping in mind boundaries for their online privacy, brands should engage with iGens through campaigns that employ themes similar to how they see themselves, including ‘hard-working’ and ‘responsible.’”