Marketers are already starting to look towards the next generation of youth as Generation Z is quickly growing in size and influence. In a world full of constant stimuli, engaging GenZ’s can be a challenge as marketers must compete with the overwhelming, never-ending world of technology. As a GenZ myself, I can vouch for this — it is tough to get and keep my attention.
Recently, I was fortunate enough to embark on a college tour, exploring a variety of institutions. College presentations have a lot of parallels to what event marketers are trying to communicate in their own education sessions. I was exposed to many diverse presentations, so I definitely have a perspective on what makes a great one. If marketers and industry professionals can utilize these six steps to engage GenZ’s, they can create more productive and interactive presentations — benefiting not just GenZ’s but the entire audience, no matter the generational or demographic composition.
Illustrate a Clear Set of Values
Expressing a solid and concise values system not only gives integrity to your experience but allows young people connect with your brand on a deeper level. GenZ’s care deeply about the things that matter to them. Show them what matters to you to help them be able to identify with your organization. In a vast world of information, this will allow your experience to be more recognizable after the presentation.
Create a Community
Understanding an experience is larger than just the GenZ’s small worldview can be incredibly invigorating. Envisioning a clear future can only be achieved through collaboration, so exemplifying a community is crucial. For example, creating a time for questions and collaboration, digitally or orally, will allow your audience to visualize themselves in your space.
As a GenZ myself, I can vouch for this — it is tough to get and keep my attention.
Provide Tools for the Cultivation of Identity
Young people are in a prime-time for negotiating their identity. Therefore, presenters should emphasize opportunities for expression and personalization. Present your brand as a place of vibrancy by describing how you are excited about new ideas, then provide them with a place and a vehicle in which to express them — it will add relevance to your session.
Maintain a Positive Energy
This should be obvious, but maintaining a positive, genuine energy sets the tone and allows others to get excited about what you are “selling.” Passion is an inspiring factor that encourages GenZ’s to seriously consider your content. Positivity is contagious and, if you are excited about your brand, then that energy will translate to your audience.
Translate the Experience in a Global Context
An experience or product has to translate to the wider world. While your product or experience may be highly attractive, it is useless if young people cannot see some sort of reasonable outcome that is personal to them. If a GenZ is investing their time in something, it has to breed some sort of benefit. GenZ’s are particularly interested in methods of global improvement. My peers and I feel an urgency to make conscious choices that benefit our larger community. This, in turn, allows for a deeper sense of purpose for your presentation.
Engaging GenZ’s in a presentation may seem daunting but is actually very exciting. GenZ’s desire memorable, relevant, and concise experiences that feel personal to them. Isn't that what we all want? If marketers are interested in cultivating an effective and meaningful experience that can contend with the power of the latest digital invention, engaging these methods will empower them to replace standard presentations with powerful two-way dialogue.