Generation Z, who are individuals born mid-1990s to late 2010, are often referred to as digital natives since they have been using technology at a very young age. Savvy marketers should pay attention to older Gen Zers, (18 to 22 years), as they come of age, enter the workplace, play an important role in the post COVID-19 travel, food and beverage industries.
According to Pew Research, “members of Gen Z are more racially and ethnically diverse than previous generations and they are on track to be the most educated generation yet.” Gen Zers are cost conscious spenders since they are entering the work place with so much instability during the COVID-19 pandemic.
Allen Marketing Communications, Inc., a boutique NYC travel and lifestyle PR agency, counsels savvy marketers and business owners that Generation Z consumers present a new an emerging market for their travel offering and consumer products. Here are key insights about the Generation Z demographic population.
Generation Z will be key to the post COVID-19 travel industry recovery since this group are inclined to board a plane with a face mask for a socially distant active vacation --hiking, trekking and glamping. According to Expedia Media Solutions, “Gen Z are anticipated to take 2.8 trips annually not far behind Millennials” checking off their bucket list destinations and explore the world.
It is important to have stunning high resolution photos and post content on your Instagram page. Instagram will turn out to be “Insta Passport” for Gen Z and inspire them to book their adventure of a lifetime.
Destination marketers, who have an active film tourism marketing campaign, are wise to target Generation Z since “set jetting” – travel to a destination and visit television and movie locations – is an inspiration for travel with this demographic group.
Post COVID-19 Food and Beverage Insights
During the COVID-19 pandemic, Generation Z have really paid attention to healthy food and beverages to boost their immune system. Green and ginger teas, Elderberry and Vitamin C supplements emerged in popularity as natural ways to boost our immune system.
Vegan inspired comfort foods – “mac and cheese, enchiladas, and brownies” – have seen an explosion in demand during the lock down. In fact, research shows “those following a plant-based lifestyle have much lower rates of pre-existing conditions (hypertension, high blood pressure, obesity and heart disease) that increase the risk of infection.” (Source: Trendalytics)
Mocktails, a non-alcoholic mixed drink made without alcoholic beverages, is extremely popular with the generation Z population. Although alcohol sales have done very well with Gen X and Baby Boomers during the pandemic, this generation has stayed sober seeking out non-alcoholic beverages.
Social media, especially Instagram, also plays a big role to inspire Gen Z to dine at a restaurant or try a new food or beverage product. Once again, stunning Instagram images of signature dishes and drinks will serve as inspiration for this demographic group.
It is really important to have a website easily accessible from a website, Smart phone, and iPad. Research shows Gen Zers will research, book their vacations and purchase consumer products from their smart phones.
Our travel and lifestyle NYC PR agency is here to help marketers reach Generation Z consumers as this demographic group comes of age and starts to make an impact on the travel, food and beverage industries.
We are here to help. Give us a call.
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.