Why Actually Tapping Into the Student Audience Could Change Your Business
In today’s digital world, understanding and engaging with Gen Z is essential. The youngest generation lives and breathes the internet and it impacts everything they do – from how they learn to how they shop.
Accounting for almost a third of global consumers, Gen Z wields significant purchasing power but, having grown up in an oversaturated online world, it can be difficult for brands to capture their attention for long enough to stand out.
Understanding their values, behaviours and preferences is the most powerful way to connect with young people and doing it effectively could change your business.
Why is Gen Z so influential? They have purchasing power and a lifetime ahead of them
According to the Australian Bureau of Statistics, there were almost 4.1 million students in Australia in 2023. An additional 1.1 million are studying at university and 600,000 are attending vocational education institutes.
A majority of these students have jobs and, combined with (typically) lower fixed overheads thanks to living at home, that often results in a high amount of disposable income. In the US alone, student spending power exceeds USD$360 million. They represent an economic force that is only expected to rise as more young people enter the workplace.
Gen Z doesn’t just have the money to shop but they’re also at the beginning of their purchasing journey and still figuring out where their brand loyalties lie. Resonate with this generation and not only will you get the most out of them now, but you’ll future-proof your brand for years to come.
So, what do they want?
1. Be convenient.
Unlike any generation before them, Gen Z really are digital natives and they know how to use their tech. Whether it’s social media or online shopping, they’re web-savvy and they expect a seamless digital experience that’s quick and easy.
2. Be real.
Not much is more important to Gen Z than authenticity and originality and they know when they’re looking at it. Gen Z have a desire for genuine connection and they want to see brands achieve that in a relatable, inclusive and impactful way. They want to see real people they can trust using the products, and they want to feel represented in the brands they choose.
3. Be in touch.
As the majority of Gen Z are students, they’re curious and always seeking to know more. They are looking for ethically responsible and sustainable brands and they’re not afraid to buy from a brand based entirely on that brand’s beliefs. They know what they care about when it comes to social issues (which you can read more about here) and they expect the brands they support to align with their values.
How do you harness the power of Gen Z?
Brands need to create bite-sized, engaging and genuinely valuable content to appeal to Gen Z’s fast-paced and tech-first style.
By tapping into what matters to Gen Z, while also communicating the brand’s own values, they can establish loyalty to create lasting relationships with young consumers.
Through the Student Edge Studio, in-house Content Producers can transform your brand’s message into educating and inspiring content for the Gen Z audience, with a focus on being dynamic and attention-grabbing.
The Content Creator Network unleashes the creative voice of Gen Z with tailor-made assets that can be used to support any brand objective. This kind of shareable, user-generated content gives students the authenticity they’re looking for.
Both of these options offer always-on segmentation so brands can connect with Gen Z all year round (and not just during O-Week and Open Day), with touch points that drive lifetime value to establish brand loyalty from a young age.
There are many ways to get through to Gen Z, and Student Edge knows what content resonates. To connect your brand with young people with marketing solutions tailored to your needs, contact us now.
Or, to add your question to our next Youth Omnibus wave, the latest YouthInsight offering providing clients with fast, reliable insights about Gen Z, click here.
