4 Tips for Marketing To Gen Z Audiences

(From Inside Higher Ed) With a spending power of up to $143 billion, Gen Z accounted for an estimated 40% of global customers in 2020. When it comes to communicating with Gen Z audiences, rather than focusing on leadership styles of command and control, embrace positive feedback, transparency and a learning mindset, suggests Melissa Richards, vice president for communications and marketing at Hamilton College in Clinton, N.Y. Based on her analysis of the top 20 private liberal arts colleges, Richards developed the following tips for post-pandemic communications and marketing strategy for Gen Z:

1. Use fewer directives and employ friendlier language to represent your institutional voice (or voices). 
2. Provide clear directions but acknowledge when you don't have all the answers.
3. Be specific about how to engage in and contribute to the campus community.
4. Practice real talk and active listening instead of making assumptions about a narrative that you think they want to hear. 

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