Gen Z Comes Poised to Save the Retailing Industry

Written by Rubén Terrazas, Copy Editor/Translato                                                          Infographic by Jesús Acosta, Senior Art Director

It seems there may be a ray of sunshine among the stormy clouds in the not-so-distant-future for the beleaguered retail industry after all.

 

If ever more gloomy reports describing the hardships big-name retailers like Target, JCPenney, Sears, and Macy’s are having in the current economy are to be believed, it’s hard to predict any relief anytime soon.

 

But, out from the online-shopping coattails of millennials, post-millennials seem poised to rescue an industry some link more with their parents’ and — gasp — grandparents’ shopping preferences. (Spoiler here: they seem to enjoy actually going shopping).

 

These post-millennials — or Generation Z, Centennials or Plurals — have some of the same characteristics millennials exhibit, but as every other generation before them, they will also create their own and will also definitely display some reactionary behavior to their predecessor’s own.

 

To capture some of these fleeting creatures’ current $44 billion purchasing power from the digital behemoths, retailers need to stop dreading them like they would a visually-driven, 8-second-attention-span monster and instead start beckoning and cheering them like they would a visually-driven, 8-second-attention-span hero.

 

To do so, the steps are simple (and visual):

  1. Diversity is key – They expect to see themselves truly represented.
  2. Show, don’t tell – Use all kind of visual aids. The more appealing, the better.
  3. Get to the point, quickly – Remember, 8-second attention spans.
  4. Keep it real – Use credible peers and influencers and current customers as the face and voice of your business.
  5. Make them part of it – Interactive strategies, both in store and in social media, draws them over.

 

 

At Dieste, we continuously strive to understand consumers. Be sure to subscribe to Provoke Weekly to learn more about the ever-changing face of multicultural advertising and the people, from the young to the wise, who transform it.

Gaby Sosa
Gsosa@dieste.com