By Kaitlyn Vichas, Partnerships

While Millennials (born between 1980 and 1994) are the primary consumers in the market, the rise of the 74 million American[1] Generation Z (born between 1995 and 2015) is coming, and this transition is going to bring changes to the beverage market.

One of the biggest concerns for this generation is the nutritional value of their drinks, and they specifically want to avoid a high sugar content. “25% of teens 15-17 say they worry about staying healthy, with another 49% agreeing that they think soda is unhealthy. And if kids still aren’t regulating their own sugar intake, 60% of parents with kids 12-17 report saying “no” to their kids’ food and drink choices based on sugar content.[2]” Despite this data, only 11% of American food and drinks for kids have reduced or claim no sugar. This is a huge area of the market that is currently being under served.

Another trend for Generation Zers is the importance of customization and diversity within their beverages. 28% state they like trying new and unique beverages.[3] This can come from new products, like Kombucha, ethnic drinks new to the American market place, such as Bubble Tea, or seasonal drinks, similar to the pumpkin variety of drinks that many companies release in the fall.

The change that Gen Zers bring to your company does not stop just at the type of products they look for, but also includes the way they learn about these products or, in other words, the way they consume media. While millennials were known to switch between two devices (mobile and computer) frequently, Generation Z’ers take multitasking to a new level: they are known to jump between as many as five devices at a time (mobile, TV, computer, tablet, smart accessories). This means that that creative, messaging, and media strategies need to be built for an omni-channel approach.

In addition to the number of devices, the social platforms by Generation Z also has evolved. While millennials tended to stick with texting and chat platforms, Gen Zers prefer to communicate through both images and text while using several apps such as Snapchat, Instagram, Twitter, HouseParty, etc. in addition to texting. When marketing to these consumers, multimedia is crucial. Videos should have a combination of both text and visuals, and needs to be optimized for each individual platform. Snapchat ads won’t work on Twitter, and vice-versa.

Working Media Group is a strategic, data-driven agency that helps clients to successfully navigate the complex media landscape and drive business results.