Millennial Consumers vs. Generation Z Consumers

Should brands focus on Millennial consumers or Gen-Zers consumers? Experience or what’s shiny and new. 

Mark Bunney, of the Ingenico Group, recently published an article online titled, Millennials, Not Gen Z, Are Still Defining the Future of Consumer Loyalty. Bunney makes several common sense claims, but ultimately is imploring merchants to shift their advertising focus to Millennials, as they develop wealth and come into the prime of their careers.  In short, Bunney claims, millennials shop with experience in mind rather than chase the shiny new object of their affection as Gen-Zers do. Merchants should focus on creating meaningful brand experiences to lore millennial consumers to their brands. 

Ultimately Bunney’s right, but you can’t can’t out Generation Z altogether.  Their market impact is substantial and they’ve shown they single-handedly have the ability to influence Millennial consumers—think social media influencers. 

A smart advertising campaign is going to market to both demographics.  In this moment, the ROI (return on investment) marketing toward Millennials will pay greater dividends, but Generation Z isn’t going anywhere.  Marketing toward Generation Z as a long term investment is seemingly more of a long term investment.

In critic of Mark Bunney’s article, it’s not data driven. In a marketing industry flooded with analytics—he isn’t supporting his claims with any.  Show the evidence Mark and we’ll begin a discussion from there. 

LINK:  https://multichannelmerchant.com/blog/millennials-not-genz-are-still-defining-the-future-of-consumer-loyalty/