How to attract the iGeneration #Future customers  

by | Sep 5, 2016 | Customer Experience

The world is witnessing an important shift in generational influence. Baby Boomers, Millennials, Generation X, and now the iGeneration have each brought their unique perspectives and values to society and business. As Millennials transition from representing youth to becoming young professionals shaping the workforce and economy, it’s crucial to recognize that the youth market is now dominated by a new cohort—the iGeneration, also known as Generation Z.

The iGeneration, born roughly between the late 1990s and early 2010s, is beginning to redefine what it means to be a consumer in the digital age. Businesses that have tailored their strategies to appeal to Millennials must now rethink their approach to effectively capture the attention and loyalty of this up-and-coming generation. The question is, who exactly are the iGeneration, and what makes them unique? More importantly, how can businesses adapt their practices to cater to their preferences and habits?

While there are overlaps between Millennials and the iGeneration, including a shared affinity for technology and social media, there are also marked differences that require companies to reevaluate their marketing strategies, content approaches, and customer experience frameworks.

What Distinguishes the iGeneration from Millennials?

QuestionThough the iGeneration carries some characteristics of Millennials, they are shaped by different societal, technological, and cultural experiences. Growing up in the age of smartphones, social media, and rapid digital advancements has fostered unique behaviors, consumption habits, and communication styles among this demographic.

These are critical elements for businesses to understand as they aim to design products, services, and customer experiences that resonate with this audience.

The iGeneration has access to an unprecedented amount of information and technology, and they are digital natives in every sense. They seamlessly navigate multiple devices, have a deep appreciation for social causes, and seek authentic and purpose-driven brand interactions. Below are key aspects of the iGeneration that businesses should be aware of as they strategize to capture this generation’s attention and loyalty.

1. Usage of Emoticons, Memes, and Slang

The iGeneration has a distinct way of communicating, relying heavily on visuals like emoticons, memes, GIFs, and slang to express their thoughts, emotions, and opinions. They have little patience for long blocks of text and are more inclined to use short, impactful visuals to convey messages across different social media platforms. These images and expressions evolve rapidly as new trends emerge and spread across social networks, creating a dynamic language unique to this generation.

For businesses, understanding and adopting this visual language is critical to remaining relevant. Brands that can use current memes, emoticons, and trendy visuals effectively in their marketing communications will resonate more deeply with the iGeneration. For example, a fashion retailer looking to attract younger customers could incorporate memes that align with their brand image in social media posts or use catchy emoticons in their product descriptions.

However, using this language requires agility. The visual trends that are popular today may become outdated tomorrow. Brands must stay ahead of the visual language trends and have the capacity to pivot quickly to align their advertising, branding, and social media presence with the evolving tastes of the iGeneration.

2. The iGeneration’s Preference for Snackable Content

Born into an era of instant access to information, the iGeneration has developed a preference for “snackable content.” This means they consume content quickly and in small doses, favoring short videos, concise articles, and fast-paced social media posts over lengthy and in-depth content. The iGeneration feels they have “the world in the palm of their hands” as they can access any information or entertainment at the tap of a screen. They are content “snackers” who rapidly consume and move on to the next trend, meme, or topic.

To capture the attention of this group, content producers and businesses must create material that is brief, engaging, and visually stimulating. Platforms such as TikTok, Snapchat, and Instagram, which allow for short, easily digestible content, have become some of the most popular channels for reaching the iGeneration. Brands can use these platforms to create eye-catching visuals, quick video content, or catchy phrases that grab users’ attention and provide value in seconds.

For businesses, it’s crucial to ensure that all content is concise, memorable, and impactful to stand out amidst the barrage of information that the iGeneration consumes daily. Even more traditional social media platforms like Facebook and Twitter are incorporating snackable content features, such as stories and reels, to cater to this generation’s consumption habits.

3. Pursuing Experiences and Following/Creating Trends

The iGeneration values experiences over material possessions. They are quick to pursue experiences that are engaging, entertaining, or offer a sense of fulfillment, whether it’s attending an online event, participating in a brand’s social media challenge, or exploring new product features. They are also trendsetters and active trend-followers, often shaping what’s “in” by creating viral content that spreads across social networks.

When interacting with brands, they seek immersive experiences that go beyond the transactional. For example, an athletic apparel company that creates challenges for users to participate in via social media and encourages them to share their progress, tips, and results is likely to attract and retain the iGeneration’s interest. However, it’s important to note that while the iGeneration appreciates creative brand interactions, this does not necessarily translate to brand loyalty. They may enjoy a brand’s campaign today but be equally eager to try a competitor’s campaign tomorrow if it offers a more exciting or relevant experience.

Therefore, brands need to continuously innovate, providing fresh, unique, and memorable experiences that align with the iGeneration’s interests and values.

4. “Generation Us”: The Collaborative Mindset

Dubbed “Generation Us,” the iGeneration values collaboration and collective effort. This mindset extends beyond personal relationships into how they interact with businesses and communities. They are more likely to engage in group activities, seek out opportunities to work on collaborative projects, and support businesses that promote social benefits.

This generation is inclined toward specialty businesses and prefers to engage in environments where boutique enterprises collaborate to offer comprehensive, holistic services. They value experiences where their individual skills can be recognized and leveraged in a team setting. For instance, when shopping, they may prefer supporting small, sustainable fashion brands that team up with other small businesses to create eco-friendly collections.

Brands looking to capture this audience should promote opportunities for co-creation, collaboration, and community-building. For example, a food company could encourage customers to share their unique recipes on social media, fostering a sense of belonging and shared creativity among its audience.

5. Industrious and Entrepreneurial Spirit

Entrepreneurship is a culture among the iGeneration. Having grown up witnessing the effects of economic downturns, such as the Great Recession, and seeing its impact on their families, they view entrepreneurship as a viable path to long-term stability, self-actualization, and career fulfillment. They seek to live the legacy they wish to leave behind, taking control of their financial futures by creating businesses that reflect their values and passions.

The iGeneration is resourceful and inventive. They’re not just consumers; they are creators, makers, and doers who want to actively participate in the development of products and services. They are drawn to opportunities to contribute ideas, engage in side hustles, and launch personal ventures, from online businesses to social enterprises.

For businesses, this entrepreneurial spirit means creating opportunities for engagement beyond traditional consumer roles. Brands can inspire and involve the iGeneration by offering platforms where users can contribute to product design, participate in brand-building activities, or collaborate on new business concepts.

6. Tech Innate and Multiscreen Savvy

Unlike Millennials, who are generally comfortable managing two screens at a time, the iGeneration is innately tech-savvy and capable of navigating up to five screens simultaneously. They are constantly connected across various devices—smartphones, tablets, laptops, smart TVs, and wearables—and are adept at seamlessly transitioning between them. This ability to multitask digitally makes the iGeneration experts at accessing and processing information quickly.

When it comes to social media, the iGeneration is more likely to gravitate toward newer platforms like TikTok, Whisper, and Snapchat, rather than legacy platforms like Facebook. Brands aiming to connect with this audience must integrate these emerging platforms into their digital marketing strategies to stay relevant and engage the iGeneration on the channels they use most.

7. Social Awareness and Active Participation

The iGeneration is highly aware of social issues, including climate change, animal rights, politics, mental health, gender equality, and human rights. They seek to be part of the solution and actively engage in causes they care about. They expect brands to be socially responsible, transparent, and ethical, and they are more likely to support businesses that align with their values and contribute positively to social issues.

To capture the loyalty of this generation, brands must incorporate social responsibility into their practices and communicate their impact clearly and authentically. Businesses that are genuine in their efforts to address societal challenges and support communities are more likely to earn the trust and advocacy of the iGeneration.

How Can Businesses Adapt to the iGeneration?

The unique characteristics of the iGeneration—visual communication, content snacking, experience-driven preferences, collaboration, entrepreneurial mindset, tech-savviness, and social awareness—demand a fresh approach from businesses. To succeed, brands must be agile, adaptive, and willing to stay ahead of trends and technologies.

At Interact RDT, we understand the iGeneration’s behaviors, attitudes, and preferences and offer research methodologies to uncover insights into how they interact with products and services. By gaining a deeper understanding of the iGeneration’s mindset, companies and marketers can create customer experience solutions that not only resonate with this audience but also build lasting connections.

If you’re looking to future-proof your business and design experiences that connect with the iGeneration, reach out to Interact RDT today to discover how we can help.

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